For the skeptics in the group that feel BMW is watering down the M brand, the company has announced a special center program to promote and differentiate M brand vehicles in showrooms. The program is called the M Certified Center initiative and combines three key elements: Comprehensive Sales Training, Interior and Exterior Communications Components, and specific M Certified materials.

Certification
M Certification incorporates specialized training of M Sales and Service professionals trained to cater to the demanding M customer with a dedicated M showroom display and specialized M product knowledge. The M display will be highly visible and provide an exclusive experience for M customers.



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[source: bmwblog.com]