BMW plans to revolutionize its sales model, taking a few cues from Apple stores in an effort to ensure that its dealerships don't become obsolete.
Many American consumers do their research and have a decision firmly in mind before coming to the dealership, Peter Miles, executive vice president of BMW's North American operations, told Forbes.
BMW hopes to keep the business model from breaking, which could happen if dealerships only become spots for customers to set a price and swipe a credit card.
The German carmaker is looking to Apple and Tesla Motors for innovative ideas on the traditional sales model. Like Apple stores, Tesla lets shoppers come into its outlets to look at cars and learn more about Tesla technology without the sales pressure.
"The highest pressure you're likely to encounter is, 'Would you like to schedule a test drive?'" Miles told Forbes.
BMW wants its dealerships to be spots where people can "hang out on a Saturday," according to Miles.
The company wants to change up its sales representative model as well, designating a quarter of salespeople to be BMW "geniuses" who aren't paid on commission.
Similar to an Apple store, a BMW dealership would be a place where people can drop in to talk to a specialist, who will demonstrate products, answer questions and explain technical features without sales pressure.
The new sales model will also shorten the time it takes to purchase a car. BMW hopes to streamline the process and reduce it from four hours to one.
BMW plans to make over its stores with more room to show cars and big screens to feature vehicles that aren't in stock, according to Forbes. Around 130 of BMW's 339 American dealers have signed on to upgrade, which will cost about $2.8 billion and add around 40 percent more space to showroom floors. Dealers will pay for the upgrades themselves out of capital improvement budgets.
Additionally, BMW is launching smartphone apps that take new owners through setting up a vehicle's features and a "Genius Hotline" that can be called from the car.
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