BMW is rolling out its ‘Genius’ programme at UK dealerships following a successful pilot scheme in 2012.
Each BMW Genius will be steeped in the increasingly sophisticated technologies and personalisation options available 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 follow-up questions or service updates.
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BMW GB said feedback from the pilot programme, conducted at 10 UK dealerships, produced a high level of customer satisfaction. The ‘Geniuses’ will initially work alongside existing sales executives and business managers.
The programme is being introduced to help customers understand the technologies such as EfficientDynamnics, alternative drive systems, ConnectedDrive, xDrive, mobile solutions and head-up display. This is done either one-to-one or at workshops and customer events. BMW said the programme also removes the sales pressure element from initial contact with customers.
Kevin Davidson, dealer development director, said: “Buying a new car is a huge decision for anyone so having highly knowledgeable people alongside our existing professional staff in increasing numbers of dealers across the country is a large positive step forward.”
Some 30 UK dealers already have ‘Geniuses’ in place now with over 100 dealers planning to have the highly trained staff by the end of 2013. Priority will go to those who will be involved at the start of the introduction of the i electric models.
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By GlobalData
