BMW rolling out new US dealership standards for 2015

[Bill B.]

I appreciate what BMW is trying to do; that is, essentially splitting the sales team into a sales side and technical side. This is nothing new and has been done for years in the technology/industrial/manufacturing arenas.

What I think is unfortunate is the choice of naming (Apple, of course, being guilty first). Words have meanings. The word "genius", just like "moron" or "imbecile", already means something, rather specific. When I interact with someone who is called a genius, they'd better be not only extremely intelligent, but have an almost unparalleled knowledge in their field of expertise.

With 600k+ words in the English language, there were plenty of others to choose from that would more accurately describe the program. Technical representative, technical assistant, BMW associate, coach, adviser, trainer, counselor, heck even BMW Buddy that someone mentioned earlier would be better.

So, if you are a BMW Genius, unfortunately you are going to be tested and challenged. Why? Because in the real world, a genius is exceptionally rare and exceptionally brilliant. That's what the word means. Good luck geniuses!