BMW direct sales in Europe are scheduled to begin in mid-2027, but the shift toward a new sales model will not eliminate traditional dealerships. The German automaker continues to invest in physical showrooms, with a newly opened facility in Poland highlighting its plans to combine digital retail tools with in-person customer service.
BMW Opens a New Retail.NEXT Dealership in Poland
BMW has opened a new dealership near Poland’s Baltic Sea coast in Stare Bielice, near Koszalin. Built from the ground up, the BMW Bońkowscy facility follows the company’s Retail.NEXT concept, which aims to deliver a more modern, customer-focused experience by combining digital solutions with personal interaction.
Located at 10a Koszalińska Street in Stare Bielice, the facility brings new BMW models, certified pre-owned vehicles, and authorized BMW and MINI servicing together under one roof.
The dealership represents BMW Bońkowscy’s fifth sales location, including the group’s temporary facility in Wrocław. Its opening also forms part of BMW’s broader effort to modernize its retail network in Poland.
BMW’s New Polish Showroom Features an Illuminated Facade
The new showroom covers 341 square meters (3,670 square feet) and features a vehicle display area, dedicated consultation spaces, and a separate vehicle handover area. One of its distinctive architectural elements is an illuminated facade that can display four different colors.
Customers can also browse BMW Premium Selection vehicles. These certified pre-owned cars undergo a comprehensive 360-degree inspection and a service-history check, and the program includes a 24-month warranty valid throughout Europe.
The facility’s service department includes three work bays and provides authorized maintenance and repair services for both BMW and MINI vehicles.
New Dealership Meets BMW’s Sustainability Standards
The dealership’s design also addresses sustainability and resource efficiency. The facility has received internal Green Building certification, recognizing its compliance with standards for sustainability, energy efficiency, and responsible resource use.
Poland currently has 44 BMW sales locations and 58 service locations. More than 70% of these facilities already operate under the Retail.NEXT concept.
BMW also modernized 26 BMW and MINI dealerships to meet the new standard in 2025, with additional investments underway.
BMW’s Direct Sales Model Will Keep Dealerships Involved
BMW’s continued investment in physical dealerships comes ahead of its planned introduction of direct sales across Europe in mid-2027. However, the agency model is not intended to make dealerships obsolete. Instead, it will give BMW greater control over pricing and customer relationships while keeping local retail partners involved in the purchasing process.
Under the new system, customers will be able to move between online channels and physical showrooms when configuring a vehicle, arranging a test drive, or taking delivery. Dealerships will serve as intermediaries and receive a fixed commission for each vehicle sold rather than relying primarily on the difference between wholesale and retail prices.
Physical showrooms will continue to play a role even as more of the buying process moves online. Customers can still visit a dealership to see vehicles in person, explore available options, consult with an expert, and take a test drive before making a premium purchase.
BMW Combines Digital Sales With Physical Showrooms
BMW’s new facility near Koszalin illustrates how the company plans to maintain its physical retail presence while preparing for direct sales in Europe. Digital tools will change how customers purchase vehicles, but dealerships will remain part of the process, providing in-person assistance, vehicle handovers, maintenance, and repairs.
With further Retail.NEXT investments underway in Poland, BMW is continuing to modernize its dealerships ahead of the planned mid-2027 sales transition.
