The XM Is BMW’s Worst Seller Globally

•    Despite gaining in sales in 2024, the XM remains BMW’s least popular model.

BMW retained its title of the world's best-selling luxury brand in 2024, despite a 2.3 percent drop in its deliveries, for a total of 2,200,217 vehicles. Above all, its rivals experienced even steeper declines, with Mercedes-Benz down 3 percent (to 1,983,403 units) and Audi plunging 11.8 percent (to 1,671,218 units).

In fact, BMW saw almost all of its models’ sales drop last year – with two exceptions. Ironically, one of them is the controversial XM.

Progress, but not enough
BMW's 2024 annual report reveals that the XM plug-in hybrid SUV and its polarizing design gained in sales by 15.8 percent, to 7,813 units. Despite that, it remains at the bottom of the brand's sales ranking.

For comparison, the Z4, a niche roadster, sold 10,482 units, for a drop of only 4.3 percent compared to 2023.

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