BMW is encouraging its dealers to install flat screen TVs and hire Apple-like “geniuses” to explain the new technology in cars to consumers, reports The Wall Street Journal.
If this sounds familiar, it’s because General Motors recently began encouraging its car dealerships to do the same.
BMW’s strategy could lead to fewer sales people and less demo cars in the showroom, while the “geniuses” explain technology on big screen monitors, but without the pressure to make a sale,” said The WSJ.
BMW hopes to create regional fleets where people may go to test drive a car, allowing the dealerships to keep fewer demo cars.
Also by making the job of salesman more like a technology guru, it might attract more young people.
See the full Wall Street Journal story here (may require subscription).
Source: The Wall Street Journal