If it were not for all the new cars, Elms BMW Cambridge’s state-of-the art showroom in Cambourne, England, would look more like a chic clothing store than a dealership. There are other noticeable differences once one steps inside. Salesmen do not approach customers as they enter, instead they are greeted by a so-called Product Genius. Using a tablet computer, these young, tech-savvy employees provide prospective buyers with a no-pressure explanation of the features available in BMW’s vehicles. The service is similar to that offered at Apple’s Genius Bars.