BMW is taking a page from Apple and equipping young well versed tech-savvy employees to handle questions about its vehicles on the showroom floor. The program will later this year with a “critical mass ” of employees on the ground in time for the i3 paunch in early 2014.
The difference between the Geniuses and salesman is that the former are only paid salary and not commission. This frees them a bit from day to day that the salesman have to deal with. It could also be attractive to the potential geniuses. BMW aims to attract “smart, car-savvy ” college students who want flexible hours to work in our dealerships as a local source of Genius labor.
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