Auto companies and dealerships want to do more than sell you a car. They want to build a relationship. They want you to fall in love with your vehicle and connect with the brand. The more technology is embedded in our vehicles, the more useful and desirable a human connection becomes. BMW recognized this paradox and created a program called “BMW Genius” to address the issue. Across the US, there are over 1,000 employees in the BMW Genius program, many of them on the ground in dealerships.
So, what is BMW Genius, and how does it work?