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BMW goes direct to control large fleet deals

BMW is set to bring sales to major fleet customers in-house after successful trials of its Direct operation. A spokesman said BMW Direct would initially target larger fleets, offering them an improved service with a central contact point for sales. He believed the initiative would be of particular benefit to pan-European fleets.

BMW moved to allay fears that the service would be extended to retail buyers.

“We started from the viewpoint that private customers wouldn't want to buy direct,” said the spokesman. He did not rule out offering the service to smaller fleets, but stressed that BMW Direct “was not set up in competition with our dealer network”.

He said: “Dealers are still the principal and first port of call for the majority of our customers.

“Fleet buyers will continue to have a relationship with the dealer for servicing and repairs. We don't want to lose this link.” BMW Direct is likely to be extended to used cars next year.

  • BMW has revealed details of its revised 3 Series, which receives a fresh look in September. All Saloon and Touring models have a new front end and improved suspension. The 318Ci gains a new entry-level convertible, priced £24,845.

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