BMW seeks to mimic Apple with young experts at dealerships

02/10/2013 | Advertising Age (tiered subscription model)

BMW is introducing a kind of Genius Bar for cars, mimicking Apple with a "BMW Genius Everywhere" program that seeks to attract the young and hip to the brand by featuring youthful, tech-savvy employees answering questions at dealerships. Cadillac and Lexus have already adopted the approach. The college-age geniuses will be paid a straight salary to relieve them and customers of sales-commission pressure. "We engineer a lot of things into the car that are difficult to explain, that makes us a special brand," says Peter Miles, vice president of operations at BMW of North America.

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