BMW Malaysia has made the unique move to introduce seven BMW Product Geniuses at three dealerships in Klang Valley, all trained to provide a better experience particularly to new customers.
These Product Geniuses are to ensure that customers are given enough information before making a purchasing decision and that they are familiar with the product. “Conventionally, stepping into a car dealership can be an intimidating experience for customers, as they may feel pressured into making purchasing decisions before being allowed to familiarise themselves fully with the products. With this in mind, our BMW Product Geniuses are on hand to provide customers with a pressure-free experience. From these highly personalised interactions, we aim for customers to derive Sheer Driving Pleasure from the very beginning of their BMW Ownership Experience,” said Harald Hoelzl, MD of BMW Group Malaysia.
The Product Geniuses will complement Sales Advisors, each selected and trained within selected dealerships under close guidance of BMW Malaysia. This pilot programme started last year, and now the BMW Product Geniuses are deployed at Auto Bavaria Kuala Lumpur, Auto Bavaria Glenmarie, and Ingress Auto Damansara.
“In addition to being a friendly face, the Product Genius is equipped with the expertise to explain and demonstrate the use of each feature and function of a BMW vehicle, and offer insights on product benefits suited to a particular customer’s specific needs. Overall, BMW Product Geniuses occupy a key role as neutral customer consultants, ambassadors for the brand, and knowledge touchpoints within the dealership,” added Hoelzl.