BMW / MINI US Model Sales : 2023/24

BMW: The marque was up 2.5% for the year. It's still a few thousand sales short of Mercedes-Benz despite slightly closing the gap and just ahead of Lexus despite the gap narrowing.

The top model the X5 returned a similar result to last year while the X3 was up 9%. The 3 and 4-Series were both down, 16% and 8% respectively. The X7 and X1 conversely were up 3% and 30%. 

I don't know what was expected of the new XM (picture above) but it must have been much more than this. The figures shout it's a belly flop which goes to show that even a successful niche hunter like BMW gets it wrong sometimes.  

Data source: BMW.

MINI: Not many do a retro model and get it right. The MINI was an outstanding exception but keeping that going for a prolonged period is the challenge and for the past few years the MINI has pulled back on volume. A sound move if it improves the bottom line.

Expanding the range over the years has been hit and miss in terms of success. Now in 2024 US sales are the lowest full year result since its introduction but it still has a solid following here. It is currently achieving 7% of the BMW brand sales.