BMW is said to be pushing back the start of its agency model in Germany to 2028
Image: BMW
BMW appears to be delaying yet again the planned introduction of the agency model for its core brand in Germany. According to Manager Magazin, the transition will now not take place before July 1, 2028. German dealers were informed of the new schedule at the beginning of August. No official confirmation from BMW regarding the new date has been released yet.
The new schedule means an additional delay compared to earlier plans. BMW originally intended to switch the distribution of its core brand to an agency model starting this year. However, in the BMW Group’s 2025 report, the company mentioned a transition starting in 2027. In July 2025, Christian Ach, head of BMW Group Market Germany, stated that the company wanted to use 2025 and 2026 for preparing the new distribution model.
In the agency model, the manufacturer sells the vehicle directly to the customer, while the previous dealership acts as a mediator and local point of contact. BMW combines this concept with greater direct access to customers, tighter integration of online and offline sales, and a more consistent price level across all sales channels. Until the transition is complete, BMW in Germany will primarily use the traditional dealership model, where partners sell vehicles on their own account and can negotiate individual terms.
Within the group, MINI already serves as a practical reference for the new sales model. According to BMW Group’s 2025 report, 23 European markets had switched to the brand’s direct sales model by the end of the year. BMW had previously stated explicitly that it intended to use the experiences gained from its British subsidiary for a broader rollout of this model under its core brand. The latest report on the further delay lists Germany, along with Sweden and Poland, as markets where the new BMW sales model is set to launch in the summer of 2027.
Within the group, MINI already serves as a model for the new sales approach. According to BMW Group’s 2025 report, 23 European markets had switched to the brand’s new direct sales model by the end of the year. BMW has repeatedly stated that it intends to use the experiences gained from its British subsidiary for implementation across its core brands. According to Manager Magazin, Sweden and Poland are also set to adopt BMW’s new sales model in the summer of 2027.
The delay comes at a time when several manufacturers are reorganizing their distribution models. Volkswagen announced at the end of 2024 that it would end the agency model for battery electric vehicles in Germany on January 1, 2026, and reintegrate these vehicles into the traditional indirect dealer network. As a result, major manufacturers in Europe are currently adopting different approaches between centrally controlled direct sales and traditional franchise-based retailing.
For BMW customers, this decision does not affect vehicle technology nor change the company’s electrification strategy. It directly impacts sales, pricing, IT systems, inventory management, and the division of responsibilities between the manufacturer and dealers. For German BMW dealers, the delay extends the duration of their current business model.
Also interesting
About the Author
Thomas Langenbucher is an expert in electromobility with professional experience in the automotive industry and finance sector. Since 2011, he has been covering electric vehicles, sustainable technologies, and mobility solutions on ecomento.de. Learn more.
Reader Interactions