Oliver Watkins struggles to explain to car shoppers that his job is to be a genius for Bayerische Motoren Werke AG. (BMW)
“We tell them we work for BMW in a new, exciting role, and we sometimes refer to ourselves as the ‘geeks’ of BMW,” said the 21-year-old, who joined Cooper Norwich, a BMW dealer in eastern England in September as one of the carmaker’s first two geniuses. More are on their way.
Borrowing an idea from Apple Inc. (AAPL)’s stores, BMW plans to add tablet-toting product experts to the staff of its 3,000 dealers worldwide. Watkins and his colleagues will help customers link a car with an iPhone and sort through options like Night Vision and Active Steering without selling pressure.
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