Even the six-year old Z4 roadster managed to outsell BMW M’s flagship model in the States last year
- The XM was the slowest-selling model in the U.S., while the X5 was the best.
- Despite this, the automaker achieved a record-breaking total of 371,346 units sold.
- In 2024, BMW also delivered 50,981 BEVs and 19,398 PHEVs across the market.
BMW of North America has wrapped up 2024 with strong sales momentum, reporting a record 371,346 units sold in the US market, a 2.5% increase over 2023. This performance highlights the brand’s continued dominance in the luxury segment. However, not every model in BMW’s lineup had a stellar year. In particular, the controversial XM stumbled hard in what was supposed to be its breakout year.
Despite being BMW M’s flagship and its only standalone model, the XM has failed to gain traction among American buyers. In its first full year on the market, sales of the XM dropped by a staggering 14.7%, with only 1,974 units sold in 2024, even with the help of some significant discounts. To make matters worse, this decline is measured over a full 12 months in 2024, compared to the 9 months it was on sale in 2023.
This dismal performance makes the XM BMW’s slowest-selling model in the U.S. for the year, excluding discontinued “zombie” models like the i3 and 6 Series, which each managed to sell exactly one unit.
More: BMW Scrapped A 95% Finished Supercar For The XM SUV
Factors such as the controversial styling and steep pricing have been cited as reasons for its incredibly poor performance in the market. For context, even the BMW Z4 roadster outperformed the XM in 2024, selling 2,129 units, 30% more compared to the previous year.
It is worth noting that other high-priced BMW models outsold the XM by a large margin in 2024, including the X7 SUV with 29,632 units, and the 7-Series/i7 sedan with 10,714 units.
On the opposite end of the spectrum, the X5 retained the title of the best-selling BMW model in the US, with a nearly stable 72,348 units sold in 2024. Following closely behind is the smaller X3, with 68,798 sales representing a 9% increase compared to last year. The low-slung BMW 4 Series / i4 secured third place with 42,608 units despite recording a 16% drop.
In terms of electrified offerings, BMW sold a total of 70,379 BEVs and PHEVs, accounting for 19% of its total sales volume for 2024. More specifically, the Bavarian automaker sold a record 50,981 BEVs (+12%), and 19,398 PHEVs.
In the charts below you can see the detailed sales numbers of BMW models in the US for 2024.
Fully Electric Vehicle Sales
