We are proud to announce that the GM Middle East’s Training team has been honored with a Gold Award at this year’s prestigious Brandon Hall Excellence Awards under the category of Best Unique or Innovative Sales Training Program for our innovative Technologist Program.

This marks the fourth consecutive year that GM Middle East’s Training team has received recognition from Brandon Hall, underscoring our ongoing commitment to excellence and innovation in training and development.

As modern vehicles increasingly integrate advanced technologies such as infotainment systems, driver assistance, electric drivetrains, and connected services—customers often face challenges understanding and utilizing these features fully. To bridge this gap, GM created the Technologist role: a specialized ambassador dedicated to elevating the in-store customer experience through expert knowledge and personalized technology demonstrations.

Technologists work alongside dealership teams to bring GM’s cutting-edge innovations to life, providing advisory and educational support that extends well beyond the sales process. They engage customers emotionally, build excitement about GM’s technology offerings, and foster lasting trust and loyalty.

Louise Wanless, Head of Customer Experience for GM Middle East, summed up the purpose and future of the effort: “Our unique training program ensures our partners can demonstrate vehicle features through sound knowledge and empathetic engagement with our customers. Through expertise, storytelling, energy, and excitement, we can make a real difference in the way our customers experience vehicles in the showroom, introducing them to the wealth of benefits and advantages that in-vehicle technology can provide. We are delighted to be working with our dealership partners and look forward to bringing more candidates into our Technologist network to champion our vision for the future of mobility.”

Developed in partnership with GP Strategies, the Technologist Training Program equips staff with the skills needed to:

• Deliver personalized in-vehicle technology demonstrations to enhance showroom and demo drive experiences.
• Support marketing and aftersales activities through product walk-arounds and tech presentations.
• Enhance brand perception by emotionally engaging customers with both internal combustion and electric vehicle technologies.
• Provide expert support during vehicle handovers and post-sale follow-ups.
• Share technical expertise across dealer teams through on-the-job training.

By empowering dealership teams with this unique expertise, GM is setting itself apart in the competitive automotive landscape and delivering added value to customers at every stage of their journey.

The success of the Technologist Program is underpinned by the GM Middle East’s Training team, which meticulously designed and delivered a comprehensive 60-hour blended learning journey. The curriculum covers everything from advanced in-vehicle technologies like ADAS, EV systems, and connected services to customer-centric soft skills such as storytelling, empathy, and active listening—ensuring Technologists are fully equipped to educate and engage customers in a non-sales environment.

A standout feature of the program is the immersive two-day Bootcamp hosted at GM Academy, followed by on-the-job coaching. These sessions offer hands-on experience through real-time vehicle demonstrations, role-play scenarios, competitive dealership visits, and ride-and-drive events at the Dubai Autodrome. Facilitated by GM trainers and product experts, this dynamic training environment brings the curriculum to life, driving both confidence and competence in every participant.

This prestigious award reaffirms our dedication to putting customers at the center of everything we do and highlights the strategic importance of the Technologist role within our dealer network. We extend our heartfelt thanks to everyone who contributed to the success of the Technologist Program and look forward to building on this momentum as we continue to drive innovation and customer excellence across the region.

We also extend our sincere gratitude to the Brandon Hall Group and our training partner, GP Strategies, and look forward to continuing to advance our training programs as we drive the future of automotive excellence.