The XM was the worst-selling new BMW in America in 2024
The BMW XM premium crossover has turned out to be the company's most failed vehicle in the United States. Only 1,974 units were sold in 2024, a 14.7% drop from the 2,315 sold in 2023. Even the Z4 two-door roadster, which is a niche model, outperformed the XM, with 2,129 units and a 13.1 per cent increase in sales thanks to the M40i manual transmission version.
Why did this happen?
The BMW XM had every chance to be a bestseller: big, hybrid with good equipment. However, the reality turned out to be different. The reasons for the failure, as Motor1 notes, lie on the surface.
Firstly, the design. Even among the brand's fans, many consider the XM "clunky". Secondly, the issue of performance: the XM is no faster than the X5 M, which costs about $33,000 cheaper. And if you add every possible option to the XM Label, the price jumps to nearly $200,000 - that's too much even for a status SUV.
How does BMW feel overall?
Despite the XM's failure, 2024 was a successful year for BMW in the US. The company set a record by selling 371,346 vehicles - up 2.5% from a year earlier. Sales hits:
- X5 - 72,348 units;
- X3 - 68,798 units;
- 4 Series - 42,608 units.
BMW left Mercedes-Benz (324,528 cars) and Audi (196,576 cars) behind, although Japan's Lexus also shot up with a record 345,669 cars sold.
Source: Motor1
