IT之家 10 月 1 日消息，宝马集团宣布将从 2027 年年中开始，在欧洲导入新的“代理直售”模式。
IT之家注意到，该模式此前已借助 MINI 品牌在 24 个欧洲市面落地，宝马集团希望借此建立覆盖试驾、购车直至售后服务整个客户旅程的统一数据体系。宝马集团表示，MINI 使用新模式后积累的经验将为宝马品牌后续大规模推广给出基础。
这里所说的“直售”并不意味着宝马将取消经销商网络。经销商仍然负责与消费者接触，并给出试驾、咨询、交付等服务，但不再以传统方式从宝马买断新车后自行加价销售。
在新模式下，经销商将按照每辆车辆取得固定佣金，而不是主要依靠批发价与零售价之间的差价获取收入。宝马集团此前表示，这种方式可以提高经销商收入的可预测性。
对于消费者而言，较显著的变化是售价体系。宝马品牌旗下车型将在全国范围内使用统一定价，消费者无法在不同经销商之间比价并借助议价取得折扣。
宝马集团还计划进一步打通线上与线下购车流程。消费者可以在线购车、在经销商处试驾，随后继续在线操作，并依据自身需要挑选最终的购买渠道。
宝马集团表示，人工智能将成为这一销售体系的基础，而不仅是工具。公司计划利用 AI 结合经销商和数字渠道的数据，为消费者给出更加个性化的销售服务。
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On October 1, IT Home reported that the BMW Group announced it will introduce a new "agency sales" model across Europe starting mid-2027.
IT Home noted that this model has already been successfully implemented for the MINI brand in 24 European markets. BMW aims to use this approach to create a unified data system covering the entire customer journey from test drives to after-sales service. The experience gained from MINI's rollout will serve as the foundation for a broader deployment of the BMW brand.
The term "direct sales" does not imply the elimination of the dealership network. Dealers will continue to interact with customers, providing test drives, consultations, and delivery services, but they will no longer purchase cars from BMW at a wholesale price to resell at a markup.
Under the new model, dealers will receive a fixed commission per vehicle sold rather than generating income from the difference between the wholesale and retail prices. BMW previously stated that this would improve the predictability of dealer revenue.
For consumers, the most significant change is the pricing strategy. BMW vehicles will have a unified price nationwide, meaning consumers cannot compare prices between dealers or negotiate discounts.
BMW also plans to further integrate online and offline purchasing processes. Customers can buy cars online, test drive at a dealer, and then return to the online channel to complete the purchase based on their preferences.
The BMW Group emphasized that artificial intelligence will be the cornerstone of this sales system, not just a tool. The company intends to leverage AI to combine data from dealers and digital channels, providing consumers with a highly personalized sales experience.