The Future Sales Model

Starting October 1, 2024, MINI will launch a direct-to-consumer agency model in the BELUX market—offering customers transparent pricing, seamless digital and physical buying options, and a more personalized sales experience. Retailers will act as agents, while MINI retains ownership of the vehicle stock, transforming the way customers connect with the brand.

The rollout of MINI’s agency model in BELUX began with a deep dive into market specifics consumer expectations, regulatory environments, and digital readiness. This analysis shaped a tailored implementation strategy that respected regional differences while aligning with BMW Group’s broader European vision. Development priorities were adjusted to reflect local buying behaviors, ensuring the new model would resonate with BELUX customers from day one.

A successful transformation hinges on having the right people in the right positions. Development, project management, and quality assurance roles were carefully filled based on skillset alignment and domain expertise. Cross-functional teams worked closely with internal BMW stakeholders to manage milestones, oversee integrations, and adjust in real time as project needs evolved ensuring both speed and precision.

Every step of the MINI customer journey from online browsing to financial contracting underwent rigorous testing to ensure a smooth and intuitive experience. Particular focus was given to the financial component, validating contract workflows, pricing calculations, and integration with BMW Financial Services. These end-to-end checks helped guarantee that customers enjoy a frictionless and fully trusted purchase experience under the new model.

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