The BMW product genius is fast becoming a feature of BMW showrooms. These experts don't work on commission, so you can truly trust their advice. Rather than trying to push a sale on customers, they will educate car shoppers about their choices and answer as many questions as needed. These product geniuses help explain the products so customers can make informed decisions.
This strategy helps customers to truly become immersed into the BMW culture and the products they're considering buying, which is something that doesn't happen in typical showrooms where sales agents are clearly there to push a sale.
This new role appears inspired by Apple's product geniuses, and is part of BMW's effort to modernize its retail strategy and help boost the manner in which people interact with BMW representatives.