Apple is one of the most prized brands in the world and countless companies have been watching the brand to gain insight into everything from design to consumer relations. As a result, BMW has decided to institute their own Geniuses at U.K. dealerships.

Apple is one of the most prized brands in the world and countless companies have been watching the brand to gain insight into everything from design to consumer relations. As a result, BMW has decided to institute their own Geniuses at U.K. dealerships.

Following positive feedback from an initial test run, BMW Geniuses will become a key part of the buying process in the United Kingdom. BMW says the Geniuses will be "steeped in the increasingly sophisticated technologies and personalization options available from BMW to help guide customers through every step of the ordering, buying, test drive and handover process, and will be on call to help with any subsequent queries or service updates."

According to BMW, the Geniuses will be better equipped to demonstrate and explain systems like xDrive, ConnectedDrive and EfficientDynamnics. The Geniuses will take a one-on-one approach and focus on giving answers instead of trying to make a sale.

In another nod to Apple, the Geniuses will be identified by unique polo shirts and have access to iPads as well as a 47-inch television that can be used to display customer configured cars.

Be part of something big

BMW cribs from the Apple playbook, launches Genius program in the UK