BMW Group starts rollout of its new direct sales agency model in 2024

2024 will see the BMW Group launch its new agency model rollout for sales. It will be introduced across Europe in several stages, starting with Mini in Italy, Poland, and Sweden on 1 January 2024. The remaining European countries will gradually follow, with the BMW brand scheduled to transition in 2026.

“The upcoming rollout represents an important step and will allow all new BMW and Mini vehicles and nearly-new BMW Group cars to be sold via a genuine agency model across Europe.”

Standard nationwide pricing and online purchase

“The new sales model will benefit customers, retail partners, and the BMW Group alike, says the official press release. “Standard nationwide pricing for identical vehicle models will ensure price transparency for customers.”

In addition, as the transition to the agency model progresses, the BMW Group will digitalize the entire purchase process, giving customers a choice between online and physical purchase experiences and switching seamlessly between the two. “It will all be made possible by an end-to-end, integrated IT system landscape plus full access to the familiar close-knit retail network.”

“This transition to direct sales with retail partners is a key milestone in the realignment of our Sales division, which has been ongoing since 2020,” said Pieter Nota, Member of the Board of Management of BMW AG and responsible for Customer, Brand, and Sales.

“The new sales model will enable us to communicate directly with our customers and give the BMW Group a direct customer interface,” he added. “Our new sales model aims to increase customer satisfaction and offer the best premium customer experience in the industry.”

The current retail network remains

“When the new sales model is in place, the BMW Group will continue to depend on its existing retail network, capitalizing on one of its key strengths as a company: a highly functional and established sales structure,” BMW assures.

The new sales model was created in a lengthy process in which retail partners were actively involved. “I would like to say a big thank-you to our retailers for their constructive cooperation and the positive feedback they have given us by signing 100% of our Mini agency contracts,” said Pieter Nota. “That’s clear confirmation of our plans to move forward together.”

The BMW Group expects demand for personal customer contact to continue, with retail partners playing a key role. “The agency model offers retailers an attractive and future-proof foundation for their business and greater planning certainty,” states BMW.

“Retailers will earn a fixed commission per vehicle sold that is carefully calculated and considers the full range of factors. The same goes for online purchases, which will be fully reimbursed for vehicle deliveries.”

In addition, BMW points out that the new sales model allows them to focus on providing the best possible customer consultations and care and offers them access to the BMW Group’s entire stock of vehicles. “Their feedback on the new sales model has been very positive, and all European retailers have already signed contracts for Mini,” BMW concludes.

Mini customers in Italy, Poland, and Sweden can now use online pre-orders for the new all-electric Mini Cooper and the new Mini Countryman as part of the new sales model.


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