Source – https://www.autonews.com/bmw/ane-eu-…les-mini-0916/
Summary
BMW’s Agency Direct-Sales Model
BMW stays committed
Despite some automakers retreating, BMW Group will roll out the agency direct-sales model for its core BMW brand in Europe in 2027, following the path already taken by its Mini brand.
Jochen Goller (BMW head of customer, brands and sales) reaffirmed this at the IAA auto show, calling it “the right approach.”
Mini’s phased switch shows proof of concept
Mini began the transition in 2023.
Italy, Poland, and Sweden adopted it on Jan 1, 2024, with more countries (including Germany) joining on Oct 1, 2024.
Now 23 Mini markets use agency sales.
Initial challenges—integrating systems and training dealers—have been resolved, with positive feedback and appreciation for harmonized pricing.
Timeline adjustment for BMW brand
BMW originally targeted early 2026 for its core brand.
The timeline is pushed to 2027 to ensure a smooth rollout and “benchmark level of operational excellence,” with exact market-by-market dates to come.
How the agency model works
Dealers act as intermediaries/service agents and earn a fixed fee.
Automakers own the inventory and typically fund marketing and sales campaigns.
Enables direct customer contact, better supply-chain and promotion management, and nationwide uniform pricing, saving an estimated 10%+ in distribution costs.
Market context
Mercedes-Benz has already adopted agency sales in many European countries (and with its Smart brand).
Other major automakers—Stellantis, Volkswagen Group, Ford, Volvo, Renault, Toyota—have paused, reversed, or declined agency sales due to stabilized demand and production.
Experts note agency sales give BMW stronger control of the premium customer experience, aligning with its brand strategy.
