Vue de l'expérience de la marque BMW dans le monde entier au centre de la nouvelle zone de Pudong à Shanghai, Chine, le 24 avril 2013. M. Karsten Engel, le nouveau président et chef de la direction
View of the BMW Brand Experience Centre worldwide at Pudong New Area in Shanghai, China, 24 April 2013. MR Karsten Engel, the new president and CEO of BMW Group Region China unveiled the first BMW Brand Experience Centre worldwide in Shanghai, which is part of the BMW Future Retail program to improve customer experience. Taking the form of a two-storey crystal box, the BMW Brand Experience Centre located beside the China Art Museum in Pudong New Area is where anyone can feel free to explore the JOY of BMW through sophisticated, high-tech product presentation. There are no pushy salesmen but only helpful digital concierge Product Geniuses equipped with advanced gadgets, who can introduce to visitors about BMW history and culture, details of the exhibited models such as the classic BMW 501, the BMW Art Cars and the latest BMW i3, and the rarely-known stories behind these cars. The whole point of introducing the role of Product Geniuses is to make product knowledge more interesting and more accessible to consumers so that salesmen can concentrate on cutting the deals, explained Engel.
