What is BMW Genius?

BMW Genius dealership ・ Photo by BMW

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?

BMW Genius Defined

According to BMW’s website, “The BMW Genius is a customer service master who is trained in BMW's advanced technology to educate customers on available products. BMW Geniuses are meant to inform, instruct and delight our customers throughout the sales process.” So, the BMW Genius isn’t a sales consultant, though they may be involved in the sales process. They’re not Service Advisors, either, though they may be called in to help during a service visit. They’re not strictly Customer Service Representatives, either – they are customer service “masters” with extensive training.

Photo by BMW

How does the BMW Genius operate during the sales process?

In the dealership, BMW sales consultants are encouraged to engage the BMW Genius to show the customer how the vehicle’s technologies work. The Genius might get into the cabin of the vehicle with the customer and walk them through the process of pairing a smartphone. They can show customers how to input destinations into the navigation system, how to view service alerts, and how to access some of the more surprising and delightful abilities of the vehicle’s technologies. The sales consultant deals with the details of the purchase while the Genius enhances the customer’s connection to the car.

Photo by BMW

How does the BMW Genius operate during the delivery process?

During the delivery process, the BMW Genius can be brought in to help train and educate the customer about how to use their vehicle to the fullest. If the customer’s smartphone hasn’t already been paired, that will happen. Home and work addresses are input into the navigation system, favorites are set on the audio system, seat and mirror positions are set into memory, and other personalization options are explained and designated. The customer is offered the option of downloading and installing the BMW Genius App and is walked through the sign-in process. Beyond the traditional “here are your keys” delivery of old, the BMW Genius provides resources and support so that the customer can get fully acquainted with their new BMW.

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What is the BMW Genius App?

The BMW Genius App is a free smartphone application available for download at the Apple App Store for iOS and Google Play for Android. Potential buyers and current owners can access an overview and complete specifications for any current year BMW model. A quick email registration unlocks the ability to save favorites as bookmarks within the app. The BMW Genius Tips section of the app is an FAQ-based knowledge base, with an intuitive question-and-answer style interface. A link to the @BMWUSA Twitter feed is included, and there are links to contact the BMW Genius Hotline by phone and email. A tab leads to app hints, and another promotes BMW Encore.

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What is BMW Encore?

BMW Encore is a complimentary one-on-one session with a BMW Genius to help train and educate recent buyers about how to get the most out of their purchase. The buying process can be stressful and harried, and often, instructions about how to use the complex technology of iDrive and other features don’t sink in. Buyers can collect their questions and thoughts about their new vehicle, contact their BMW dealer, and set up an Encore appointment at their convenience for a deep dive into operation and customization. The buyer gets the help that they want and need; the dealership gets a chance to deepen the bond with their customer.

Photo by BMW

What is the BMW Genius Hotline?

The BMW Genius Hotline is a toll-free telephone service that provides direct interaction with a BMW Genius to answer questions about how to set up and use the technology in a BMW vehicle. BMW Genius Hotline can be reached at 844-4GENIUS (443-6487), Monday through Thursday 9:00am-9:00pm (EST), Friday 9:00am-6:00pm (EST), and Saturday 10:00am-7:00pm (EST). Email response is available at bmwgenius@bmwusa.com.

Photo by BMW

Do other companies offer a Genius?

The Apple Store famously offers a free service called “Genius Bar.” Mac, iPhone, iPod, iPad and Apple Watch users can walk into any Apple Store for free advice, technical support and one-on-one counseling about their digital lives from highly trained Apple Geniuses. They can also make an appointment in advance via the web or phone. The Apple Store offers this service to prospective buyers and current owners, whether or not their equipment is under warranty or not. This highly successful strategy builds brand loyalty, and even though it doesn’t generate direct income, it is a pillar of the Apple Store’s operation – one which BMW is wise to emulate.

Photo by Apple