Although BMW recorded a drop in sales for 2024, the brand outperformed its rivals, who experienced even greater declines.
BMW didn’t set a new sales record in 2024, but its competitors saw significant drops in sales over the past 12 months. This allowed the German brand to maintain its position as the best-selling automotive manufacturer among luxury brands. BMW was the least affected by the political-economic situation, with a sales decrease of only 2.3%, totaling 2,200,177 units. While BMW does not report sales figures for BMW and Mini separately by region, the combined sales of both brands showed a slight increase of 0.6% in Europe and 0.2% in North America, with the only decline occurring in the Asian market, amounting to a 10.2% drop. As a result, BMW ended 2024 with over 215,000 more vehicles sold than Mercedes and a significant lead of more than 520,000 units over Audi.
In contrast, Mercedes experienced a 3% decline in vehicle sales, totaling 1,983,400 units. This drop was mainly attributed to a 9% decrease in the German market and a 7% decline in the Asian market, with a particular focus on China, which saw a 7% reduction.
All three German luxury automakers faced sales declines in 2024 due to the complex political-economic situation and a decrease in demand for luxury goods. Audi, in particular, was the hardest hit, witnessing an 11.8% drop in sales to 1,671,218 vehicles. This decrease can be attributed to the fact that many of Audi’s models had reached the end of their life cycles in 2024, and all the new models introduced that year—the Audi A5, Q5, and A6 e-tron—were only available towards the end of the year or expected to arrive at dealerships in January 2025. Additionally, the new generation of the Audi Q3, Audi’s best-selling model, is anticipated to launch in 2025.
In the sports car segment, BMW M GmbH maintained its leading position, with sales increasing by 2.1% to 206,582 units. Audi Sport, in comparison, sold just over 41,000 vehicles.
While Mercedes does not report separate sales figures for AMG, it does provide sales data for its Top End segment, which includes AMG models like the S-Class, GLS, G-Class, EQS, EQS SUV, and Maybach. Mercedes sold 281,500 Top-End vehicles, but when considering only AMG models, the sales figure is unlikely to exceed 200,000 units.
BMW also led the way in electric vehicle sales, delivering 593,215 electric and PHEV vehicles in 2024. Of these, 368,523 were fully electric, representing a 13.5% increase compared to 2023. Electric vehicle sales accounted for 16.7% of BMW’s total sales.
In comparison, Mercedes sold 367,600 electric vehicles (including both fully electric and PHEV), with only 185,100 of those being fully electric—a significant 23% drop globally and accounting for less than 10% of their total sales. BMW sold nearly twice as many fully electric vehicles as Mercedes. On the other hand, Mercedes led the way in PHEV sales, with 182,500 units sold compared to BMW’s 166,621.
Audi sold over 164,000 electric vehicles, an 8% decrease globally.
TT (Tuoitrethudo)
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