BMW Sales 2024: X1, X3 & 3 Series Lead in [Country Name]

Munich-based Bayerische Motoren Werke (BMW) narrowly outsold its German rival Audi in 2024, fueled by strong demand for its sport utility vehicles (SUVs). While overall sales figures for BMW were not immediately broken down by country in official releases, data indicates a significant reliance on SUV models in key markets like Spain, where the BMW X1, X3, and X2 led sales. This trend underscores a broader shift in consumer preference towards larger vehicles, even as the automotive industry navigates a transition towards electric vehicles.

BMW Group reported delivering a total of 2.2 million vehicles globally in 2024, a figure announced without initial model-specific breakdowns. However, subsequent data released in March 2025 revealed the performance of individual model series. The X1 and X2, grouped together in reporting, experienced a substantial 30% increase in sales, reaching 413,386 units. This surge is directly attributable to the launch of the new-generation X2 and the availability of electric versions of both models, capitalizing on growing consumer interest in battery electric vehicles (BEVs).

The success of the X1 and X2 contrasts with a general decline in sales across most other BMW model series in 2024 compared to 2023. The BMW 3 Series, a traditionally strong performer and the most successful BMW sedan when excluding SUV models, is slated for a generational refresh, suggesting anticipation for a renewed sales push in the coming years. The reliance on SUVs highlights a strategic shift for BMW, mirroring trends observed across the automotive industry.

Globally, BMW’s BEV sales reached a record 50,981 units in 2024, a 12.3% increase from the 45,417 vehicles sold in 2023. While this represents a significant growth trajectory, BEVs still constitute a relatively small portion of BMW’s overall sales volume. The company sold 13,876 BEVs in the fourth quarter of 2024, a slight decrease of 3.5% compared to the 14,374 units sold in the same period of the previous year. This suggests potential headwinds in BEV demand as the market matures and competition intensifies.

The BMW XM, a plug-in hybrid model, saw a 15.8% increase in sales in 2024. However, this figure is somewhat misleading as the XM only became widely available to customers later in 2023, making 2024 its first full year of sales. Despite the increase, the XM remains BMW’s worst-selling model, likely due to its high price point and polarizing design. The company acknowledges that the XM was never intended to be a high-volume seller.

In the United States, BMW also experienced record sales in 2024, with an overall increase of 2.5% compared to 2023. Similar to global trends, this growth was largely driven by strong SUV sales, particularly the X1 and X3. The X3, with 63,172 units sold in 2023, continues to be a key contributor to BMW’s success in the US market. The 2 Series also saw a surprising 32.4% increase in sales, although BMW does not differentiate sales figures between the two-door RWD model and the four-door FWD Gran Coupe version.

The Z4 roadster, while performing better than the XM, experienced a 4.3% year-over-year decline in shipments, reaching 10,482 units. The introduction of a six-speed manual transmission for the Z4 M40i may have mitigated a steeper decline, but production is rumored to end within a year, signaling the end of the current generation (“G29”). Similarly, the 8 Series is also facing retirement, with the X4 slated to be discontinued this year.

BMW’s overall performance in 2024 reflects a complex interplay of factors, including shifting consumer preferences, the growing demand for electric vehicles, and the strategic prioritization of SUV models. The company’s ability to navigate these challenges will be crucial for maintaining its position in the luxury automotive market. The continued success of the X1 and X2, coupled with the anticipated refresh of the 3 Series, will likely be key drivers of future growth. However, the relatively low sales volume of the XM and the impending discontinuation of the Z4 and 8 Series suggest a continued streamlining of BMW’s model lineup.

According to data released by the BMW Group in its 2023 annual report, the company produced 2,661,922 cars and 221,988 motorcycles. Total revenue for 2023 reached €155.50 billion, with an operating income of €17.096 billion and a net income of €12.165 billion. Total assets amounted to €250.89 billion, with total equity of €92.923 billion. Stefan Quandt and Susanne Klatten remain the largest shareholders, holding 25.8% and 20.9% of the company’s shares, respectively, with the remaining 53.4% held by public investors.