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Premium carmaker introducing regional demo fleets to cut dealer stocks

BMW America is seeking to create regional demonstrator fleets to allow its dealers to reduce their own stocks.

It is also rolling out the use of 'product geniuses' in BMW dealerships in the US who'll guide showroom visitors on the cars but won't be in a sales role.

The programme could mean, among other things, fewer sales people and fewer cars on showroom floors, and more information delivered through video displays and by employees who are "definitely, definitely not salesmen," BMW sales and marketing board member Ian Robertson told the Wall Street Journal.

BMW acknowledges that the physical environment is no longer capable of handling its broad product portfolio.

BMW piloted the product genius role in the UK in 2013. Click here to read about its implementation at Cotswold BMW

 



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