![After Mercedes, BMW Germany will adopt direct-to-consumer agency model starting Jan 2026 01]()
BMW Group could be moving to agency sales model for its core BMW brand starting January 2026, in its home market of Germany. Currently only MINI has transitioned to the agency model in smaller European markets – namely Italy, Poland and Sweden.
Citing dealer reports, the German domestic market will be among the first BMW markets to switch to the new online sales system - the exact period wasn't known until now - although it has been well received by German dealers, according to German publication Automobilwoche.
BMW Germany however, told Automobilwoche that it would not comment on the date.
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At its simplest and most relatable point to customers, switching from a dealership to an agency model means that there are no differences in pricing between dealerships. Under the agency model, sales activities are streamlined using digital tools, and customers will have transparent access on stock availability information, paying the same price regardless of which agent they buy their car from.
Also read: After Mercedes-Benz, BMW is next to transition from dealers to a direct-to-consumer agency model
![After Mercedes, BMW Germany will adopt direct-to-consumer agency model starting Jan 2026 01]()
Recently, Mercedes-Benz Malaysia is first in ASEAN to adopt the agency sales model. Dubbed “Retail of the Future”, it offers one best price for all models on its Mercedes-Benz Store online showroom; just prior traditional dealers were redesignated retail partners under the agency model.
BMW Group Malaysia on the other hand, offers an BMW Online Shop, although it does not operate under a pure agency model; vales are still fulfilled by their network of authorised dealers.
Also read: First in ASEAN, Mercedes-Benz Malaysia launches new agency model - one best price for any model
Arvind can't remember a time when he didn't wheel around a HotWheels car. This love evolved into an interest in Tamiya and RC cars and finally the real deal 1:1 scale stuff. Passion finally lead to formal training in Mechanical Engineering. Instead of the bigger picture, he obsesses with the final drive ratio and spring rates of cars and spends the weekends wondering why a Perodua Myvi is so fast.
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