MINI Malaysia aims that this latest initiative can help its customers truly experience its BIG LOVE mantra.
MINI Malaysia has recently announced the introduction of its first cohort of MINI Geniuses locally. Six MINI Geniuses have been trained and deployed successfully to six different dealerships nationwide, with their role being to increase the touchpoints and provide enhanced personalised care for its customers.
The key dealerships where the first batch of MINI Geniuses were deployed to are Auto Bavaria Ara Damansara, Auto Bavaria Kuala Lumpur, Auto Bavaria Balakong, Auto Bavaria Tebrau, Wheelcorp Premium Setia Alam and Ingress Auto Bangsar.
With the aim of bringing the MINI customer experience to the next level, MINI Geniuses are carefully selected and then rigorously trained by the BMW Group Regional Training Centre in Cyberjaya. MINI Geniuses expertly navigate the retail complexities of today, leveraging their passion for new media and modern technologies to provide MINI customers a pressure-free sales environment.
The role of a MINI Genius is to complement that of a Sales Advisor by focusing on acquainting customers with every aspect of the MINI portfolio, from conducting needs analyses and product presentations, to facilitating test drives.
Benjamin Nagel, Managing Director of BMW Group Malaysia said, “We understand that for some, purchasing a new vehicle is a deeply personal experience. With MINI Geniuses, our current and future MINIacs will be able to receive expert guidance and personalised attention, ensuring they fully understand each feature and function of their dream MINI vehicle.”
“We believe this tailored assistance not only helps them make informed decisions, but also fosters a deeper connection with their MINI,” he added. From the start of their MINI journey, customers can truly experience BIG LOVE through these dedicated interactions.”
Now just as an interesting aside at the end here, the local launch of this initiative by MINI has coincided rather neatly with another brand that has recently also brought along its own Geniuses in a similar role of enhancing the overall customer experience too. Though while the newly-opened Apple Store at TRX has its own Genius Bar, the chances of getting a free coffee out of a Genius will nevertheless likely be higher when considering the purchase of a car over an iPhone.
