In 2023, the automotive industry has witnessed generally positive sales trends, and there’s an intriguing revelation with a focus on high-performance luxury vehicles, which have surprisingly shown strong demand, especially in Europe. Among these brands, one stands out prominently – BMW, particularly the BMW M series. Data from new vehicle registrations in Europe indicates that over 19,600 BMW M models found buyers in the first half of the year. This represents an impressive 58 percent increase compared to the same period last year, and the surge in popularity extends beyond European borders. In the United States, BMW M vehicles tallied up 16,400 sales through June, resulting in a grand total of 36,000 high-performance BMWs navigating the roads in these two regions.
It’s important to note that these statistics exclusively encompass the full-fledged M models, excluding vehicles like the M340i while including the upscale XM series. Notably, the figures demonstrate that the somewhat controversial performance SUV, the 2023 BMW XM, has performed admirably well. In the US, 1,171 units were sold by the end of June, with nearly an equivalent number making their way into European garages.
While this figure might not initially strike as extraordinary, it’s worth noting that the 2023 BMW XM comes with a starting price tag of $159,995 in the US. Impressively, it managed to outsell several notably less expensive performance vehicles, including its two-seat counterpart, the BMW Z4.
Meanwhile, Mercedes-Benz’s performance-oriented division, Mercedes-AMG, has also enjoyed success. It’s important to specify that we’re referring to the more potent AMG models within the range. In Europe, AMG sales saw a remarkable 57 percent increase in the first half of the year, with 13,700 units making their mark. This places Mercedes-AMG in second place among high-performance divisions in the European market. A key contributor to this growth is the Mercedes-AMG SL, although the most sought-after AMG model is the iconic (and notably pricey) G63, accounting for nearly one out of every four new AMG sales.
As we approach the final three months of 2023, it will be intriguing to observe whether these two luxury brands can sustain their growth in the high-performance vehicle segment.
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