By End Of 2014, BMW Aims For 500 i Geniuses Employed At 339 U.S. Dealerships

DEC 24 2014 BY STAFF 5

BMW i3

i Geniuses Are Tasked With Selling BMW’s i Cars

By the end of 2014, BMW plans to have 500 geniuses employed at its 339 U.S. dealerships. The BMW i Genius idea is a play from Apple’s playbook and has proven to be effective around the world. BMW says some of the larger U.S. dealerships employ as many as ten geniuses; and a quarter of the personnel are women.

Worldwide, BMW has 1,500 geniuses working in dealerships in 43 countries, including one in Tibet. Ian Robertson, BMW board member for marketing and sales, says about the BMW i geniuses that “they’re excited, they like the new role, and they especially like seeing how much customers enjoy an atmosphere of information and no sales pressure.”

In 2012 BMW has started a pilot of the ‘BMW Genius’ program. At the time, the pilot was conducted at 10 BMW dealerships who collectively employed 14 Geniuses, and produced an extremely high level of customer satisfaction.

*Editor’s Note: This post appears on BMWBLOG.  Check it out here.

bmw genius program BMW aims for 500 geniuses employed at 339 U.S. dealerships by year end

BMW Wants More Geniuses

In Europe, BMW dealers taking part in the automaker’s Product Genius program are getting a financial boost. According to BMW, the tech-savvy employees’ no-pressure explanation of the features available in BMW’s vehicles has increased the purchase of high-margin options by 10 percent to 15 percent.

Each BMW Genius will be steeped in the increasingly sophisticated technologies and personalization options available from BMW to help guide customers through every step of the ordering, buying, test drive and handover process, and will be on call to help with any subsequent queries or service updates.

The Product Geniuses, who are paid a fixed salary, do not sell cars. Buyers who want to make a purchase are handed over to a sales person.

The total number of Product Geniuses will rise to 2,000 in early 2015.

[Source: Forbes]

Categories: BMW


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5 Comments on "By End Of 2014, BMW Aims For 500 i Geniuses Employed At 339 U.S. Dealerships"

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They better hurry! There’s only a week left.

As long as they don’t turn into the “Geek Squad” people at Best Buy. Ugh.

Hmmm. Why not get rid of sales people completely and just have a dealership full of i-geniuses? I can’t tell you how much more comfortable I would feel when shopping for a car if the salesmen were not paid on commission.

maybe i should do something like that

Our local BMW dealer has a very high level trained EV sales person. He is always learning from each customer , Tesla owners and LEAF owners. He gives good facts and can also sell if they want to buy or lease. He even owns a i3 for his daily ride so he knows the details of real ownership.
I’d say they can’t be an iGenius unless they own and drive one daily =D——-