The model will first be introduced in Italy, Poland and Sweden.
The BMW Group has announced that the company will launch a direct-to-consumer sales model in parts of Europe from January 2024.
The company will switch to this model, starting with the Mini brand, in three countries: Italy, Poland, and Sweden, and by 2026 BMW will follow suit. As one of the reasons, the brand also stated its goal to completely digitize the entire car buying process.
BMW switches to a model of direct sales of cars to customers
Commenting on the new sales model, Peter Nota, Member of the Board of Management of BMW AG, said: “This transition to direct sales with retail partners is a key milestone in the reorganization of our sales force, which has been ongoing since 2020. The sales model will allow us to communicate directly with our customers and provide the BMW Group with a direct interface with customers. The goal of our new sales model is to improve customer satisfaction and offer the industry’s best premium experience.”
It is assumed that the customer will order the car directly from BMW, choosing a car from existing inventory or placing an order. In this case, prices will be fixed for everyone, there will be no discounts or markups.
Dealers will be used as vehicle distribution and after-sales service centers, but their numbers will be reduced.
