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      05-10-2013, 12:00 PM   #1
Jason
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Post BMW Genius Program Begins National Roll Out in UK

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BMW Genius Program Begins National Roll Out in UK
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BMW’s new way of selling cars: it’s Genius

10.05.2013


BMW has started the national roll-out of a ‘BMW Genius’ programme at UK dealerships following a highly successful pilot scheme in 2012. Each BMW Genius will be steeped in the increasingly sophisticated technologies and personalisation 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.

Feedback from the pilot programme, conducted at 10 BMW dealerships who collectively employed 14 Geniuses, produced an extremely high level of customer satisfaction. Customers highly rated BMW Geniuses for their product knowledge, ability to explain the features and functionality of the model range and their willingness to meet individual needs.

The BMW Geniuses will initially work alongside existing sales executives and business managers.

New buying challenges prompted Genius concept
BMW pioneered the increasing personalisation of cars in recognition of the fact there is no longer any such thing as “one size fits all”. Some of the sophisticated technologies and options now offered on a BMW have multiple uses and the potentially hidden gems of these systems can really be brought to the fore with the help of BMW Geniuses. They can demonstrate and explain technologies such as EfficientDynamnics, alternative drive systems, ConnectedDrive, xDrive, mobile solutions and Head-up Display, either one-to-one or at workshops and customer events. The focus is always on the individuality of each customer. The BMW Genius programme also removes the “sales pressure” element from initial contact with customers.

The BMW Geniuses have a youthful and flexible attitude, are tech-savvy and able to communicate how things work and how customers can get the best from them. They are keen on cars, but not necessarily from a motor industry background. They can be identified by BMW Genius polo shirts, and will use modern communication tools such as Virtual Product Presentation – enabling customers to build the model they intend to buy in 3-D on a 47-inch screen – linked to an iPad app for configuring cars.

Kevin Davidson, Dealer Development Director, said: “The BMW Genius programme has proved that BMW offers its customers the most up-to-date, forward thinking way of engaging with them on a level they’ll feel comfortable with. 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 BMW dealers already have BMW Geniuses in place now with more than 100 dealers planning to have the highly trained staff in place by the end of 2013. Priority will go to those who will be involved at the start of the introduction of BMW i, the company’s alternative powertrain sub-brand. New starters are being sought on www.bmwretailjobs.co.uk

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      05-10-2013, 12:47 PM   #2
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BMW Genius? Hahaha, wasted jobs and money, they can just check this forum from time to time instead and talk to any of the forum members.
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      05-10-2013, 12:59 PM   #3
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I haven't been keeping up with BMW news lately. Does this hint at a closer tie between Apple and BMW? The use of the term "Genius" for the position definitely makes me think so.
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      05-10-2013, 01:08 PM   #4
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The forums are definitely a good resource. However with cars getting more techie, for a first timer or even an old school driver this can be overwhelming. I know folks that after months of driving their cars are still learning the different options and features their car offers. The days of just getting in the car, cranking the tunes, rolling down the windows and mashing the gas pedal are gone. Gonna need R2D2 as a co-pilot soon.
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      05-10-2013, 01:09 PM   #5
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About bloody time! The times I've asked questions of the dealer to have 'I dunno' or incorrect answers... Perhaps now we'll get the info we want!
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      05-10-2013, 01:10 PM   #6
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Quote:
Originally Posted by ManiacGT
About bloody time! The times I've asked questions of the dealer to have 'I dunno' or incorrect answers... Perhaps now we'll get the info we want!
That's when you should load up bimmerpost on your phone and search or ask on the forums. Usually faster and more accurate than dealers anyway.
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      05-10-2013, 01:12 PM   #7
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Quote:
Originally Posted by BMWFB02
BMW Genius? Hahaha, wasted jobs and money, they can just check this forum from time to time instead and talk to any of the forum members.
The way we discuss things is "over the head" of normal people shopping for a car. Most care about things that are never discussed here because they are not enthusiasts. That being said the forum is a great source of knowledge but this new program is a great decision for BMW.
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      05-10-2013, 01:19 PM   #8
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BMW Genius? Hahaha, wasted jobs and money, they can just check this forum from time to time instead and talk to any of the forum members.
Are you kidding? Care to venture a guess what percentage of BMW owners are on a BMW forum? Hell, care to venture a guess what percentage of BMW owners have ever used an internet forum at all? The vast majority of people prefer face-to-face assistance.
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      05-10-2013, 01:26 PM   #9
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I'm pretty sure the majority of BMW customers rather be in a dealership to speak to someone and get information on the spot rather than come here, start a thread and wait for a response - too much time wasted.

Forums are more positioned as a secondary source of information for the majority, either something used to find out more about information after going to the dealership or simply a source for post-sale/purchase information, but to say Genius' are a waste of time and jobs and forums are better is nonsense.
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      05-10-2013, 01:50 PM   #10
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No problems with low pressure staff think it's great.

But Genius? Really? :

Couldn't think of anything even vaguely original?

Next we'll have cars where you can't change the battery yourself
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      05-10-2013, 01:54 PM   #11
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why even bother? We all know there are 1000 self-proclaimed geniuses on this forum...just hire them.
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      05-10-2013, 01:54 PM   #12
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Quote:
Originally Posted by clbmw View Post
No problems with low pressure staff think it's great.

But Genius? Really? :

Couldn't think of anything even vaguely original?

Next we'll have cars where you can't change the battery yourself
Ugh, seriously. I hate the "Genius" tag. Why not...expert?!
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      05-10-2013, 02:05 PM   #13
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Quote:
Originally Posted by ScarecrowBoat
Quote:
Originally Posted by clbmw View Post
No problems with low pressure staff think it's great.

But Genius? Really? :

Couldn't think of anything even vaguely original?

Next we'll have cars where you can't change the battery yourself
Ugh, seriously. I hate the "Genius" tag. Why not...expert?!
+1

Expert is more likely to be correct and appropriate after a lot of experience and training.

Genius is actually misleading, as I doubt any are. I'll eat my hat when an apple or BMW genius win a Nobel prize.

Can you imagine other professions using the title?

Genius Doctor, Genius Gardener, Genius Therapist...

Just sounds like up your own behind narcissistic nonsense.
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      05-10-2013, 02:10 PM   #14
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Well, at least someone will know something about the cars at the dealership... most of the salesmen couldn't answer even the most basic of questions I had. Thank god the interent exists.
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      05-10-2013, 02:40 PM   #15
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Spotted job adverts in UK - salary £18k plus £2k commission! Send your applications online
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      05-10-2013, 02:46 PM   #16
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Why ape after Apple?

How will the level of training on these "geniuses" be differentiated from the people already on hand for delivery day?
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      05-10-2013, 03:52 PM   #17
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Spotted job adverts in UK - salary £18k plus £2k commission! Send your applications online
OK, how are they different from sales stuff now that they are on commission?
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      05-10-2013, 04:40 PM   #18
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They have been INSPIRED well copied apple ad in their product release talk through video. Proof. 3 GT! Now they introduce genius. Des it mean their sales rep changes title to genius.. Thorough I have to admit when I first walk into my BMW dealer in Sydney, i did all the research from this forum and check the spec sheet. Ask questions about yet to release the f31 328i m sport touring, and he had to follow up for me.

Genius Bar should be free right, so lets ask them about the current car owner issues, like how to code your car so that we don't get rip off by dealer! Oh sorry no jailbreaking.

Good that they have genius
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      05-10-2013, 05:11 PM   #19
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Next we'll have cars where you can't change the battery yourself
You already can't.


Also I like this idea. Most dealerships that I've been to have been completely unfamiliar with the features and equipment of their products, so having someone whose job it is to know about them sounds very helpful. On that note, I am pretty amused that they had to create a position for this job and that it isn't just expected of the sales advisers.
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      05-10-2013, 05:23 PM   #20
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This is pretty out of date. We have had "Product specialists on our showroom floor for a couple of years now.
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      05-10-2013, 05:38 PM   #21
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About time, my dealer knows jack shit about the nitty gritty things
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      05-10-2013, 06:52 PM   #22
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The main problem with the forums is that too many people post answers to questions that are absolutely incorrect. Whats worse is those people also make it sound believable so it creates a large amount of misinformation out there.

The genius pilot is already in action in 18 stores in the US and is a great tool for the center to have
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