The Belgian is fond of BMW

The numbers are dizzying. By the end of 2024, BMW Belux will have delivered nearly 60,000 new cars, a new sales record for the Belgian importer of the German manufacturer. And this, in a market down 6%. This will then be the fourth consecutive year that BMW will be at the top of new car sales in Belgium, the WATER X1 serving as a bestseller. We are talking just as much about the combustion engine variants as about the BMW iX1 electricsince 62% of BMW models sold in Belgium are now fully electric, compared to 24% in 2023.

Regardless, this commercial success is unique in the world: in fact, Belgium is the only country where BMW is at the top of car sales. Furthermore, nowhere does the German manufacturer sell as many cars per capita as it does here. The Belgian is therefore, statistically, a BMW driver.

How to explain it?

On the occasion of the presentation of the brand's sales results in Belgium, we asked Alexander W. Wehr, CEO of BMW Group Belux, to explain these exceptional sales results. He of course first mentioned the solid image of the Bavarian Motor Works in Belgium, with models that appeal to the emotions of enthusiasts. Super sports cars like the new M5 Touring are certainly not aimed at everyone, but their aura strengthens the entire range. The fact that you can order a BMW X1 in an electric iX1 version, but also in a PHEV (plug-in hybrid) variant or even with a Diesel engine is of course also an advantage.

You have to be able to exploit this image, obviously, and for that you need a network of high-level dealers that are well distributed geographically. Indeed, what good are good products if customers complain about the service? But the main explanation for BMW's success logically lies in the particularity of the Belgian market, with models that respond almost perfectly to the B2B market supported by taxation. Additionally, price stability ensures that residual value remains high.