BMW’s M performance brand celebrated its most successful year to date in 2024, according to newly released figures. Once a niche player, M has become a crucial part of BMW’s portfolio, contributing 9.4% of the automaker’s total global sales last year.
For the first time in its history, M surpassed the 200,000-unit milestone in 2023, delivering 202,530 cars. Building on that momentum, 2024 saw a further increase to 206,582 registrations, marking a 2.0% year-over-year growth.
The Best Seller Is an EV
You might be surprised—or perhaps disappointed—to learn that the top-selling M car in 2024 was an electric vehicle. The all-electric i4 M50, a sleek four-door coupe with a 537 hp (544 PS/400 kW) bi-motor drivetrain, took the crown. Capable of accelerating to 60 mph (97 km/h) in just 3.7 seconds, the i4 M50 underscores BMW’s commitment to its electrification strategy.
High-Performance Models Show Strong Growth
For fans of traditional, high-performance M cars, there’s reassuring news: these models saw significant growth, ensuring their continued presence in the lineup. BMW distinguishes between its M (performance) models—such as the M340i, X7 M60i, and i4 M50—and its “high-performance” models, which include the M2, M3, and M5.
Sales of these high-performance models rose 8% in 2024 to 66,805 units, outpacing the overall 4% growth of M-branded vehicles. The M2, which received a power boost from 453 hp (460 PS) to 473 hp (480 PS), saw a remarkable 64% increase in sales. Similarly, the M3 Touring registered a 57% rise in sales. With the new hybrid M5 and M5 Touring set to hit dealerships in 2025, these numbers could climb even higher.
The XM: Polarizing Yet Growing
Even the controversial XM plug-in hybrid SUV, often criticized by purists, experienced a 16% increase in sales during 2024. However, it’s worth noting that the XM’s sales figures can be somewhat misleading, given that it didn’t launch until the second quarter of 2023.
In the U.S., the XM’s performance was less encouraging. Despite generous discounts, the model sold only 1,974 units in its first full year on sale in 2024, a 14.7% decline compared to the previous year.
M Performance Models Dominate Sales
The strong sales of M Performance models come as no surprise, given BMW’s extensive lineup under this sub-brand. These include everything from compact offerings like the M135i and X1 M35i to larger vehicles such as the M760e and X7 M60i. Among these, the i4 M50 retained its position as the best-selling BMW M car for the third consecutive year.
Farewell to the M8 Coupe
As BMW looks to the future, it is also retiring some models. The M8 Coupe (F92) is slated to exit production as early as this month. It has already been removed from the U.S. configurator, signaling the imminent end of this high-performance grand tourer.
With record-breaking sales and a robust lineup of forthcoming models, BMW M continues to assert its dominance in the performance car market, blending innovation with tradition to drive its success forward.
A Bright Future for BMW M
BMW M’s record-breaking performance in 2024 highlights its growing importance to the automaker’s overall strategy. With robust sales of both electric and high-performance models, the division is well-positioned to maintain its momentum as it enters a new era of electrification and hybrid innovation.
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