BMW also has had a particular problem with past efforts to court customers with gee-whiz technology in the cockpit. Its iDrive user interface consists of an LCD panel mounted in the dashboard and a controller knob mounted on the center console, and it controls a vast and disparate number of functions in BMWs. But early versions, especially, frustrated some customers who didn’t appreciate how difficult it was to learn iDrive and how distracting it could be to operate the system pr
The Product Genius is a big part of BMW’s answer to all of this. Borrowing the concept from the Apple-store Genius Bar — similar to what Lexus already has initiated with its Product Specialists and Delivery Specialists — BMW wants to make sure that this new type of dealership staffer “better support[s] customers with in-depth product knowledge as well as enabl[es] the customer to better utilize and configure products in accordance with their particular needs.”
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