After the MINI brand took the lead in testing the direct sales model in Sweden, Poland and Italy on January 1 this year, it is reported that the BMW brand will also try to transform the traditional sales model.
According to European Automotive News, the BMW brand plans to take the lead in piloting a direct sales model in its “home base” Germany in January 2026. Germany is also one of the first regions where the brand will try direct sales; while the MINI brand plans to launch a direct sales model in October this year. The launch of direct sales in Germany was delayed by nearly 10 months than originally planned. It is understood that this was due to IT network problems.
The biggest difference between the direct sales model and the traditional distribution model is that automobile manufacturers directly sell vehicles to consumers at a fixed price, and there is no room for bargaining. Brick-and-mortar dealers still play an important role, completing transactions and earning a percentage of the commission. The BMW Group did not disclose the specific commission calculation method, saying only that it will be “carefully calculated and fully consider various factors.”
It is worth mentioning that the direct sales model is applicable to the entire range of BMW Group models, including traditional fuel vehicles and electric vehicles. It is not limited to new cars, but also covers used cars that are no more than 18 months old.
However, the direct operation model is not implemented simultaneously globally. It is reported that the BMW Group has clearly excluded markets such as the United States and Australia.
