Is BMW’s Most Criticized Model Really the Sales Leader Among Sports SUVs Worldwide

BMW XM Global Sales

Over the past year, 8,100 units of the BMW XM were sold worldwide, surpassing the sales figures of SUVs from Ferrari and Lamborghini. However, the comparison is not entirely correct due to the lower price and mass production of the German model.

Competitive Analysis of the Segment

The research by automotive analyst Felipe Munoz includes five “ultra-luxury sports SUVs”: BMW XM, Lamborghini Urus, Ferrari Purosangue, Aston Martin DBX, and Dongfeng MHero M-917. In 2024, Lamborghini sold 5,600 Urus, Ferrari sold 2,250 Purosangue, Aston Martin sold 2,050 DBX, and the Chinese Dongfeng sold 1,200 M-917.

Post on Instagram by Felipe Munoz | Automotive Industry (@carindustryanalysis)

Questions Regarding the Appropriateness of Comparisons

Grouping the XM and MHero with other models raises doubts. The Chinese MHero M-917 has the dimensions of a Toyota Land Cruiser, offers electric and hybrid versions, and its starting price is only 697,700 yuan (approximately $98,000). The BMW XM, despite its 748 hp power, is significantly heavier than its European competitors and costs from $160,000 in the USA.

 Is BMW’s Most Hated Model Really The World’s Best Selling Super SUV

Pricing and Production Differences

The price discrepancy is significant: the Lamborghini Urus starts from $240,000, the Aston Martin DBX from $255,000, and the Ferrari Purosangue around $430,000. Production capacities also differ: in 2024, Aston Martin produced 6,030 cars, Lamborghini produced 10,687, Ferrari produced 13,752, while BMW made over 2.2 million vehicles. This allows the German brand to saturate the market even in the absence of demand, which explains the high number of XM sales regardless of public opinion.

Although the BMW XM is often criticized, its global sales figures demonstrate a certain viability in the market. It is worth considering that production capabilities and price affordability play a key role in such comparisons, and the ultra-luxury SUV segment continues to evolve with the emergence of new players and technologies.

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