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In 2024, BMW France made a sensational entry into the automotive world with impressive sales results that defied market trends. While the entire automotive sector was experiencing a slight contraction, the German brand recorded record sales figures, illustrating its unwavering success and ability to adapt in the face of a rapidly changing environment. With a strategy focused on electrification and an offering that perfectly meets market expectations, BMW has not only strengthened its leading position in the premium segment, but also solidified its market share in an often unpredictable context. This article explores the key elements of BMW France’s success in 2024, highlighting the flagship models, the ambitious electrification strategy, and the constant efforts to adapt to contemporary mobility challenges.
BMW’s exceptional performance in 2024
BMW France marked the year 2024 with an exceptional performance in terms of sales. The brand recorded 67,148 sales, an increase of 12,7 % compared to the previous year. This result is all the more remarkable given that the overall market experienced a contraction of 3,2 %. This notable growth demonstrates BMW’s ability to capture consumer interest, even in a difficult economic environment.
BMW’s success in 2024 is largely based on a well-defined strategy that emphasizes electrified vehicles. Indeed, sales of electrified models represented 51% of the total, a figure which illustrates the brand’s successful transition towards sustainable mobility. With 34,201 electrified vehicles sold, BMW set a new record, demonstrating the relevance of its electrification strategy.
This market performance allowed BMW to strengthen its position in France, with a market share reaching 3.9%, an increase of 0.5 points compared to 2023. This achievement underlines the continued appeal of the brand for French consumers, who continue to trust BMW to offer them vehicles at the cutting edge of technology and design.
BMW’s electrification strategy
BMW’s electrification strategy has been a key factor in its success in 2024. By focusing on the development and sale of electric and plug-in hybrid vehicles, BMW has been able to adapt to changing consumer expectations. 100% electric vehicles represented 25.2% of the brand’s total sales, or 16,922 units, marking a near doubling compared to the previous year.
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Plug-in hybrids also performed strongly, with 17,279 units sold. This segment contributed 26% of BMW’s total sales, illustrating strong consumer interest in greener mobility solutions. The share of electrified engines (BEV + PHEV) has, for the first time, exceeded 50%, an important milestone which reflects BMW’s commitment to greener mobility.
By occupying fifth position in the electric market with 5.8% market share, BMW has proven its ability to compete with established leaders in the sector. This strategic positioning has allowed BMW to stand out as a key player in the energy transition of the automotive sector..
The flagship models of the year
Several models particularly contributed to BMW’s success in 2024. The BMW X1 was the best-selling model, with 25,215 registrations. This compact SUV has attracted a wide audience thanks to its versatility and its diverse engine options, including thermal, plug-in hybrid and electric versions.
The electric version of the X1 has joined the top 10 for electric vehicle sales in France, with 8,940 units sold. This success demonstrates the growing popularity of electric vehicles among French consumersand underlines BMW’s ability to offer solutions that meet current market needs.
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In addition to the X1, the BMW 1 Series and BMW X2 were also very successful, with 10,205 and 7,166 units sold respectively. These models complete the podium of customers’ favorite vehicles in 2024, demonstrating the loyalty of BMW’s customers and the diversity of its offering.
The winning strategy in the premium segment
BMW has solidified its position in the premium segment, becoming a key player thanks to its electrification strategy. In 2024, 84% of sales were made to individuals and businesses, illustrating the brand’s appeal to a varied and demanding clientele. BMW’s ability to adapt to the specific needs of different market segments, while maintaining a high level of quality and performance, has been a determining factor in its success.
-BMW’s remarkable performance in the strategic corporate and long-term rental channel, which represents 48% of its volumes, demonstrates its continued influence in this key segment. By remaining a leader in this channel, BMW has proven its ability to meet the needs of businesses for flexible and sustainable mobility solutions..
In addition, the BMW group, including the MINI brand, totaled 86,714 registrations in 2024, with 46.9% electrified models. This performance underlines not only the success of BMW, but also its ability to integrate MINI into an overall strategy which aims to respond to the contemporary challenges of electric mobility.
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Challenges and opportunities for the future
Faced with a complex geopolitical, energy and regulatory environment, BMW has successfully navigated through the challenges of 2024. The brand has implemented innovative strategies to reduce CO2 emissions, while meeting the concrete mobility needs of the French . This proactive approach has allowed BMW to remain competitive and prepare for the future with optimism.
The great capacity for adaptation and listening of the BMW teams, as well as the collaboration with its partners in the distribution network, have been essential to successfully integrate new sales models, particularly for MINI. This dynamism and agility have been major assets in overcoming market uncertainties..
Looking to the future, BMW must continue to innovate and anticipate market developments to maintain its leading position. Growth opportunities remain numerous, particularly in the area of autonomous driving technologies and integrated mobility services.
BMW France ended 2024 with impressive results, illustrating the success of its electrification strategy and its ability to adapt to market challenges. By strengthening its position in the premium segment and recording record sales despite a declining market, BMW has demonstrated its resilience and leadership. As the brand continues to invest in innovation and sustainability, it prepares to meet future challenges with confidence and ambition. How will these innovations impact tomorrow’s mobility, and how will BMW continue to shape the future of the automotive industry?
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