BMW brand dealers in Europe are seeing a financial boost from the automaker's Genius Everywhere program.
The tech-savvy employees' no-pressure explanation of the features available in BMW vehicles has boosted the purchase of high-margin options 10 to 15 percent, the company said.
The Geniuses are part of a comprehensive retail program called Future Retail that BMW began rolling out at its 3,250 dealerships worldwide this year.
The number of Geniuses globally will rise to 2,000 in early 2015 from about 1,000 now, Ian Robertson, BMW board member for sales and marketing, told Automotive News in March at the Geneva auto show.
Dealers who were early adopters of Geniuses have seen such an increase in revenue and margin that they plan to change how they staff their showrooms, Robertson said.
Initially, he said, European dealers were concerned by what they saw as an added cost. "But when they understand it and see what results are possible, it's a minor cost," he said. "We were originally thinking of having one product Genius per dealer, but some dealers now have four or five."
He added: "One big dealer group recently told me that they want to completely rebalance their sales force. From the current four sales guys and one Genius, they are planning to move to three Geniuses and two sales guys."