BMW is preparing to change how it sells cars across Europe, with BMW direct sales set to begin in mid-2027 after the automaker delayed its original rollout plans. The move follows the successful introduction of the agency model at MINI, which is already operating in 24 European markets.
BMW Sets Mid-2027 for Direct Sales
BMW had originally planned to introduce direct sales this year, but the rollout was postponed to allow for further changes to the system. The delay, however, did not represent a shift in strategy, with BMW previously saying it had become even more convinced that direct sales were the right approach.
The greater BMW Group now has an official date for the next stage of the transformation. MINI’s genuine agency model is already live across 24 European markets, giving the company experience ahead of the much larger rollout for the core BMW brand.
Once BMW adopts the system, the automaker will have a Europe-wide sales structure built around a consistent stream of customer data covering the entire journey, from the initial test drive through aftersales.
BMW Will Keep Its Dealer Network
Despite the term “direct sales,” BMW’s new approach does not mean the company will eliminate its retail network or begin shipping vehicles directly from Dingolfing to customers’ homes.
Dealers will remain an important part of the strategy, but their role will change. Under the agency model, retailers act as intermediaries rather than purchasing vehicles from BMW and reselling them to customers.
Instead of relying primarily on the difference between wholesale and retail prices, dealers receive a fixed commission for each vehicle sold. BMW introduced the system with MINI partly to provide dealers with greater financial predictability while giving the automaker more direct contact with customers.
Fixed Pricing Changes the Buying Process
One of the biggest changes for customers will involve pricing. The agency model uses fixed, nationwide prices, reducing the importance of the traditional dealership process in which shoppers visit one showroom for a quote and then contact another dealer in an effort to secure a better deal.
That could make negotiating discounts on models such as the newly revealed 3 Series G50 considerably less relevant under BMW’s new sales structure.
BMW Connects Online and Dealership Sales
BMW is also working to create a more seamless buying experience between physical dealerships and online sales. Customers can begin the process digitally, visit a retailer for a test drive, return online and ultimately complete the purchase through whichever channel suits them.
Artificial intelligence will also be at the center of the process, according to the company.
BMW Links Sales Changes to Efficiency Drive
BMW’s decision to introduce the system in mid-2027 comes as the company works to simplify its business and reduce costs. Its latest strategy update calls for fewer model variants, a leaner organizational structure and greater efficiency as competition in the automotive industry intensifies.
As part of that approach, BMW is dropping several models. The company has said the 2 Series Active Tourer will be discontinued once the current generation runs its course.
