Market Insight: BMW’s EV sales charge ahead

As Australia’s favourite luxury marque for a second consecutive year, BMW’s overall electric vehicle sales mix totalled 29.6 per cent of its overall volume, the importer saying it remains committed to a “technology openness strategy which focuses on offering customers different drivetrain options”. 

BMW currently offers 16 fully electric variants, including six priced below the luxury car tax (LCT) threshold. 

In 2024, a record-breaking 7787 BMW BEVs were delivered in Australia, marking the highest BEV sales volume since the importer began selling the futuristic i3 hatchback in 2014. 

Of the BEVs sold by BMW, highlights include the iX1 with 2618 units, the i4 with 2062 units, the iX2 with 1280 units, and the iX3 with 1092. 

Mini BEV sales figure for the 2024 calendar year totalled 1125, ranking it eleventh outright in terms of the Australian electric car market. 

The combined number of BMW and Mini BEVs delivered last year equates to 0.7 per cent of the Australian new-vehicle tally for 2024 – more than the sales across all fuel types achieved by 32 other marques matching the market share achieved by Volvo Cars last year. 

As usual, Tesla led the BEV sales charge Down Under with 38,347 units sold across the calendar year, giving the Texas-based company a 3.1 per cent share of the overall market. It was followed by Chinese importer BYD with 14,260 deliveries (1.2 market share points) and third-placed MG with 8239 (0.7 per cent). 

BMW’s electric vehicle sales placed fourth with 7787 delivered (0.6 per cent) ahead of Volvo’s BEV share of 3862 units (0.3 per cent), Kia’s 3610 units (0.3 per cent), and Mercedes-Benz on 2696 (0.2 per cent). 

The remainder of the top 10 leaders in electric vehicle sales for 2024 include Hyundai (2670 units and 0.2 market share points), Polestar (1713 / 0.1 per cent), and GWM (1225 / 0.1 per cent). 

Mini missed out on a top 10 position by just 100 units, selling 1125 electric vehicles for a 0.09 per cent slice of the action. 

Speaking with GoAuto on the success of BMW and Mini electric vehicles in the Australian market, BMW Group Australia chief executive officer Wolfgang Buechel said a broad model range and effective staff training are part of its recent achievement. 

“We are delighted with our electric vehicle sales growth, which has positively influenced the model mix we offer Australian customers,” he said. 

“A key driver has been our diverse electric vehicle line-up – from the iX1 to the i7 – and the six variants priced below the luxury car tax threshold for fuel efficient vehicles. 

“We have supported this product rollout and market positioning by taking our staff and dealer network on the journey and providing them with the relevant training to understand the importance of electrification to the company. 

“The sales success is a direct result of our strategy working, enabling us to connect with an entirely new customer demographic while underlining our commitment to sustainable mobility.” 

2024 electric vehicle sales leaders*: