The BMW XM has faced challenges since its production began in December 2022, with sales struggling to gain momentum.
This trend continued in the third quarter of this year, with the automaker managing to sell just 307 XM SUVs. This marks a 30.7% drop compared to the same quarter last year when 443 units were sold.
What makes this decline stand out even more is how it compares to other low-volume BMW models.
For instance, the company sold 543 Z4s in the same period—a model from the two-seat roadster segment, which typically sees lower sales.
While Z4 sales increased by almost 64% this quarter, that still only amounts to an additional 212 units sold.
However, when looking at the bigger picture of BMW’s performance, the XM’s lackluster sales are part of a broader decline. BMW’s sales across various categories have dropped.
Passenger car sales fell by 5%, SUV sales dipped by 8.5%, and the Mini brand suffered a steep 33% drop compared to the same quarter last year.
Even BMW’s popular 3 Series, despite receiving a recent refresh, saw its sales fall by 13.7%. This isn’t exactly encouraging for the brand.
Year-to-date figures present a slightly less alarming picture. The company is down just 2.1% compared to last year, translating to a difference of 5,740 fewer cars sold.
A few models have managed significant percentage gains, though. The 5 Series is up 44.7%, the 2 Series has risen by 25.6%, and the X4 has climbed by 41.8% compared to the third quarter of last year.
Still, most models are experiencing a downward trend. Every single Mini model saw a decline in sales, with the Countryman—the brand’s top seller—down 16.4%. The Cooper S hardtop performed slightly better, with a smaller decline of 3.3%.
As the holiday season approaches, BMW will be hoping for a boost in sales, possibly aided by those large bows seen in their festive advertisements. The brand will need a strong finish to 2024 if it aims to reverse its current trajectory.