Dealership

Forget Tesla: BMW Wants Apple-Store Showrooms

Touchscreens and ‘Geniuses’ will replace cars and salespeople.

BMW’s latest models have been incorporating groundbreakingtechnology, with self-driving systems, an all-new electric car lineup andinnovations galore. But now, the German carmaker wants its showrooms to reflect its cars’ novelties. The automaker has told dealers thedigital age requires all-around changes, like “product geniuses” to teachcustomers about their new technology, flat screens to present the models, andvideos replacing the long lines of cars found in today’s dealerships.

This move is also meant to line the car-buying experience upwith the online shopping many consumers have grown accustomed to. Speaking to the WallStreet Journal, a Morrie’s Automotive Group executive said "when people goon the Web, they can watch videos and read reviews. The showroom will reflectthat a lot more. There will be fewer balloons, fewer banners and more digital,more hands-on." What about test drives? BMW will operate regionalfleets, allowing customers to get their hands-on experience, while decreasingthe inventory necessary for each dealership.

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