BMW has postponed the rollout of its agency sales model for its core brand, originally planned for early 2026, but remains committed to adopting the strategy across Europe, a company spokesperson told Automobilwoche.
BMW first introduced the agency model for Mini in January 2024, with Italy, Poland, and Sweden among the initial markets, followed by Germany in October. Under this model, dealerships serve as intermediaries rather than direct sellers, with BMW managing pricing and contracts. The shift has been met with industry debate, but the automaker believes it will strengthen customer relationships and enforce standardized pricing.
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A company spokesperson confirmed the delay, citing necessary refinements to ensure a smooth implementation. “We are looking into ‘minor adjustments to the schedule for the ramp-up of the BMW market launches in the individual markets,’” the spokesperson told Automobilwoche. The adjustments, they said, will enable “optimum implementation of the processes while maintaining the highest possible quality.” BMW has not yet announced a revised launch date.
The decision follows challenges encountered during Mini’s transition to the agency model, including IT system issues that disrupted sales. BMW intends to avoid similar complications with its core brand, which recorded significantly higher registrations than Mini last year.
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Despite the delay, BMW remains firm on the strategy, distinguishing itself from Volkswagen, which announced in December 2024 that it would abandon the agency model for electric vehicles in 2026. “The genuine agency model is the future-proof sales model for Europe,” the BMW spokesperson stated.