- In H1 2024, the BMW brand sold 1,096,486 units, surpassing Mercedes (960,000 units) and Audi (833,000 units).
- BMW’s fully electric models recorded an impressive increase of 34 percent compared to the same period last year.
- Mercedes sold nearly half as many BEVs as BMW in H1 2024.
BMW announced it sold 1,096,486 vehicles in the first half of 2024, placing it at the top spot in the sales chart among premium automakers, despite an incremental 1.3 percent sales drop in the second quarter of the year.
The BMW brand recorded a 2.3 percent sales increase in H1 2024 compared to the same period last year, with BEV sales surging by an impressive 34 percent to nearly 180,000 vehicles. For comparison, Mercedes first-half sales dropped by 8 percent to 960,000 units, with BEVs declining by 17 percent to 93,400 units – nearly half compared to its biggest rival.
More: Electric Bright Spot Can’t Save Sinking Audi US Sales
Audi saw its H1 2024 sales drop by 8 percent to 833,000 units, although it recorded a 1.3 percent increase in BEVs. The company announced it is considering closing down the Brussels plant due to low demand for the Audi Q8 e-tron. The fully electric SUV flagship could face an early axe after being significantly updated in 2022.
Audi’s VW Group stablemate Porsche sold 155,945 vehicles in the first half of 2024, 7 percent fewer compared to the same period last year. Porsche’s numbers were affected by a significant 33 percent sales drop in China and a 51 percent drop in global Taycan deliveries. As reported by Reuters, Mercedes, Audi, and Porsche, rely on upcoming model launches to help them boost sales and cover up the lost ground.
Back to BMW, the company is happy with the sales of the 7-Series flagship, which grew by 22 percent in the first half of 2024. Other models that performed well include the X1 and the 3-Series, as well as the usual suspects from the BMW M division which recorded 99,517 sales.
Jochen Goller, member of the Board of Management of BMW AG responsible for Customer, Brands, Sales, said: “In the first six months of the year, we saw double-digit growth of our fully-electric vehicles and models from the upper premium segment.” Goller added that the sales increase was achieved despite the “challenging market environment”, attributing it to their “attractive” product portfolio.
The Bavarian automaker has been widely criticized for the polarizing design of some of its models, but it seems that customer preferences were not affected as much as expected. Below, you can see the sales numbers for each BMW Group brand, including Mini and Rolls-Royce. Finally, the second chart shows the sales performance of BMW and Mini in different regions around the world.
BMW Group sales in Q2/YTD June 2024 at a glance
BMW & MINI sales in the regions/markets
2Provisional registration figures