BMW brand celebrates second year of luxury market leadership

BMW has reaffirmed its leadership as Australia’s top-selling premium automotive brand for the second consecutive year, recording 26,341 new vehicle registrations in 2024. 

It marks the second-highest result in the brand’s 45-year history of operations in the country.

BMW outperformed its nearest competitor by more than 6000 vehicles

A key driver in this success was the X Sports Activity Vehicle (SAV) model range, which accounted for 62% of total sales, with 16,491 registrations. The BMW X1 was the brand’s best-selling model for the second consecutive year, with 4536 vehicles delivered to customers. The X3 followed this with 3374 units and the X5 with 3157 units. It was also a record year for the flagship models of BMW’s X7 and 7 Series.

Electrification

BMW remains committed to offering customers different drivetrain options. The brand leads the market with the largest battery electric vehicle (BEV) lineup, offering 16 fully electric variants, including six priced below the luxury car tax (LCT) threshold.  

The brand’s BEV lineup grew significantly in 2024, accounting for 29.6% of total BMW sales. A record-breaking 7787 BEVs were registered, marking the highest EV sales since BMW began selling EVs in Australia in 2014. BMW secured an 8.5% share of the EV market.

The iX1 was the top-selling electric vehicle with 2618 units sold, followed by the i4 with 2062 units, the iX2 with 1280 units and the iX3 with 1092.

BMW M 

Australia also remains one of the strongest BMW M Performance models markets, further emphasising the brand’s diverse product appeal. A total of 5631 M models were sold, an increase of 15% compared with 2024 and representing a 21.4% sales share of total BMW sales compared with the previous year.

The year ahead 

“A company’s success doesn’t rely on just one factor, but rather a combination of responsible actions and a dedicated team driving progress. While our product range is central to our sales, our success also hinges on the innovation that defines our brand,” BMW Group Australia chief executive Wolfgang Buechel says. 

“This ensures that we continually evolve and transform our business.  Equally important are the people who make it all possible – my team, our dealer network, and our valued customers – and how we position and promote our brand while acting as a responsible corporate citizen.

 “BMW has set the stage for an exciting 2025. The year will begin with our participation in a range of activities that benefit the local community, kicking off with our involvement in the Bathurst 12-Hour race, where the BMW M Team WRT will compete for the third consecutive running. 

“During the same weekend, we’ll host the third BMW Opera for All concert with Opera Australia at Federation Square on February 1^st. The event will begin with a performance by the Australian Girls Choir, followed by four of Australia’s finest opera singers, supported by 20 musicians from Orchestra Victoria.  The concert is open to the entire community and free of charge.

And later this year, for the second consecutive year, we’ll be the title partner of the BMW Australian PGA Championship, the first of its kind in the Southern Hemisphere,” he says.

BMW is set for an exciting year on a global level. The company made a significant announcement today at the Consumer Electronics Show (CES) in Las Vegas, unveiling the revolutionary Panoramic iDrive system, with another announcement expected later in the year. These groundbreaking reveals will revolutionise the automotive industry and embrace digitalisation and sustainable motoring, further reinforcing BMW’s position as a pioneering brand.