Genius: BMW’s retail culture change

BMW changed the culture of its retail outlets by reframing the relationship between customer and sales person away from a confrontation and negotiation.

BMW is a brand with incredibly strong associations, not only with drivers who consider their natural habitat the fast lane, but with quality. The German car maker is understood to exude quality, expensiveness, and, increasingly, innovation. But as th

WARC subscribers can sign in to keep reading

Not a subscriber?

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands