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The German car brand BMW is known for its cutting-edge technology and commitment to delivering a luxurious driving experience. However, even with excellence like the BMW’s, there is always room for improvement. The brand has always pushed the boundaries of innovation, but there’s one segment it can dramatically improve on.

BMW X1 and X2 sales figures

According to GM Authority, the BMW X1 has had an impressive second quarter in 2023 with a quarter-over-quarter growth of 138.44%. The automaker sold 4,032 units of the X1 in the second quarter of the year, a substantial growth from the 1,691 units in the same period in 2022. This surge in sales represents a 6% market share, up from a 3% market share in 2022.

The model has generally had a solid upward trajectory in year-to-date sales. Its YTD 2023 sales were 7,203 units compared to 2,984 in YTD 2022. This represents a positive change of 84.98%. However, the same can’t be said for the X2.

The BMW X2 has faced difficulty replicating the X1’s success. According to GMA, the model only sold 63 units in Q2 2023. This is a stark contrast to the 730 units the automaker sold in Q2 2022, representing a 91.37% decline in sales.

This dip in sales has resulted in a 0% market share in Q2 2023, down from the already modest 1% market share in 2022. The YTD sales also reflect an issue in X2 sales. BMW sold 141 units in Q2 2023, a 90.99% decline in sales compared to the 1,565 units sold in Q2 2022.

When comparing the performance of the X1 and X2 to other popular models like the Lexus NX, Audi Q3, and Mercedes-Benz GLA class, it’s evident that there are significant differences in the Q2 and YTD sales figures. The Lexus NX, for instance, outperformed both BMW models by a substantial margin in YTD and Q2 sales.

The NX sold 18,482 units in the second quarter of 2023. This is 14,000 more units than the X1 and 18,000 more than the X2. The NX also holds a larger market share with 26% in 2023 against the X1’s 6% and the X2’s 0%. The NX’s YTD 2023 sales were 34,038, more units sold than the X1 and X2 combined.

The same is true for the Audi Q3, which also outperformed the X1 and X2. The Q3 recorded sales of 5,070 units in Q2 2023, with a significantly more significant market share than the X2 and outdoing the X1 by one percentage point in market share. Although Audi saw a decline in Q2 and YTD sales from the previous year, it still maintains a stronger position than the BMW models with the number of units sold.

The GLA Class sold fewer units than the NX and Q3 but did much better than the X1 and X2 combined. Q2 2023 sales for the GLA Class were 5,071 units with a similar market share to the Q3. Its YTD 2023 sales were almost closer to the X1 with 9,321 units but performed significantly better than the X2.

BMW could capture a significant market share with another crossover

Although BMW is struggling to capture the market with its X1 and X2 models, there is still an untapped market with the X5. According to GoodCarBadCar, the X5 is the most popular BMW model, with 18,575 units sold in the second quarter of 2023.

If the German automaker were to put out a smaller crossover as popular as the X5, it would be able to get a bigger market share in the small luxury crossover segment. BMW already has its reputation going for it, so introducing a successful new crossover can help strengthen brand loyalty and also attract new customers.


BMW’s Least Popular Model Has Sold Fewer Than 100 Units So Far This Year