\fTo help with its targeting of afuent urban dwellers for the MINI or the even more afuent clientele for the BMW or Rolls-Rowe, the BMW Group's leaders have studied brands outside of the automobile industry to create the company's future retail strategy. Enter the "product genius.\" BW'S product genius is a noncommissioned car expert who will spend whatever time is needed to educate customers about their car choices, optionsJ and any issue that the customer wants to get more information on. This shifts the \"performance\" from. closing the sale of a. car to making the customer satised, which lessens the typical pressure most customers. feel when walking into a car dealership {and likewise lessens the pressure on the salesperson to sell a car to get a commission) . Case Discussion Questions I. How do you think BMW integrates its various unique brands into a global effort that works for them {BMW Rolls-Royce, and the MINI] across the world's many global markets? .What is your reaction to the global brand of BMW when you hear its name, think ofthe brand, and see BMW Taehicles on the road? .RolisRoyce's chase of perfection drives the supreme quality, exquisite hand craftsmanship, and attention to the nest detail to maintain its global position as the pinnacle luxury automobile manufacturer in the world. How do you think the Rollsiloyce brand helps, or hurts, other BMW brands globally.r {i.e., am, the BENT}? .The b'NlI is a unique car o'ering in the BMWT portfolio. It has longengaged in clever solutions and distinctive designs that have enabled terric urban driving and have catered to customers' individual needs. Do you agree that this is the focus for the MENII. and do you think it is working as advertised globally