BMW XM Had A Terrible First Full Year With Just 1,974 Units Sold In The US

• The XM was the slowest-selling model in the USA, 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 key reasons for its incredibly poor performance in the market. For context, even the BMW Z4 roadster, which has been around in its current form since 2018, outperformed the XM in 2024 with 2,129 units, marking a 30% increase over 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, BMW's bread-and-butter SUVs continued to shine. The X5 remained the brand's top seller in the U.S., with 72,348 units sold, essentially flat compared to last year but still an impressive number. The X3 wasn't far behind, climbing 9% to 68,798 units, securing its spot as the second-best-selling model. Rounding out the top three was the 4 Series/i4, which recorded 42,608 sales despite a 16% dip compared to 2023.

On the opposite end, the 3 Series saw a notable drop, with sales falling 7.8% to 31,330 units. Meanwhile, the iX electric SUV also took a hit, with 15,383 units delivered , marking an 11.1% decline. These losses were offset by gains from smaller-volume models like the 2 Series, which surged 32.4%, and the X1, which jumped 13.1%.

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.

One of the most positive trends for BMW in 2024 was the growth of its electrified lineup. The company sold a total of 70,379 BEVs and PHEVs, representing 19% of its total U.S. sales volume. Fully electric vehicles led the charge, with 50,981 units delivered, a 12.3% increase over 2023. Among the standouts was the i5, which saw sales skyrocket by 310.8% to 8,763 units, thanks to its first full year of availability. The i4 also posted steady gains, growing 3.6% to 23,403 units.

PHEVs, however, saw less momentum, with 19,398 units delivered, a respectable number but one that underscores BMW's growing focus on pure EVs.

Check out the detailed sales breakdown below to see how BMW's lineup fared across the board.