BMW's Apple-Like Geniuses Sell Luxury Cars with Tablets
Consortia Systems

Oliver Watkins struggles to explain to car shoppers that his job is to be a genius for Bayerische Motoren Werke AG. "We tell them we work for BMW in a new, exciting role, and we sometimes refer to ourselves as the 'geeks' of BMW," said the 21-year-old, who joined Cooper Norwich, a BMW dealer in eastern England in September as one of the carmaker's first two geniuses.