In 2024, BMW Group will embark on a new sales strategy, starting with their Mini brand. Mini will be the first brand within the conglomerate to adopt a hybrid sales model, beginning in Italy, Poland, and Sweden on January 1, 2024. This shift in strategy aims to provide a closer look at what this new sales model entails and how it compares to Tesla’s existing direct sales model.

BMW Group intends to transition to direct sales through retail partners, which will result in standardized pricing nationwide and a more direct interaction with customers. As the transition progresses, the company will focus on digitalizing the entire purchasing process. This will enable customers to seamlessly switch between online and physical buying experiences based on their preferences.