Mini To Adopt Agency Model in Europe 2021

2026: BMW Joins the Parade

Starting in the new year, BMW Group will inaugurate a shift in their sales tactics. The Mini brand will pioneer this hybrid selling approach, debuting it in Italy, Poland, and Sweden on January 1st, 2024. This begs the question – what does this new sales system involve and how is it different from the current direct marketing form employed by Tesla? Here we divulge the facts.

The BMW Group is looking to shift to an arrangement of selling directly via retailer associates, which should enable a standardization of pricing right across the country and let customers get access to more direct interactions. As this alteration transpires, the organization will put its attention on digitization of the entire purchase cycle, letting consumers move between buying online or in-store depending on what they like.

It is essential to be aware, however, that the BMW Group’s agency model does not desire to supplant the prevailing retail network but rather to supplement it. The company understands the constant relevance of intimate customer service and the part of retail associates, as per an official declaration. These companions will carry on playing a fundamental role in the fresh structure, guaranteeing that customers get the superior advice and attention for which BMW is famed.

Essentially, the new sales model seeks to deliver a hybrid experience, with both digital and physical outlets assisted by unified IT solutions. This fusion should give customers a more adaptive and tailored shopping experience. Although embracing technology is important, it recognizes that customer preferences change so has been designed to facilitate this. Moreover, retailers can now conveniently access the full BMW Group vehicle stock, and thus deliver a broad selection of options to their customers.

Whereas Tesla has become renowned for its distinctive direct-to-consumer sales methodology, BMW Group takes a considerably contrasting approach. Through this strategy, the German automaker bolsters its existing retail network, making it take centre stage in its novel sales plan. As opposed to Tesla, which elects to principally provide their vehicles directly to purchasers through its websites and shops owned by the firm, thereby avoiding conventional car dealerships. BMW Group’s blended model appears to amalgamate the favourable elements of both avenues – thereby allowing consumers to pick between an online and tactile purchasing experience, while persistently holding on to contact with trade allies.

Source: BMW Group


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