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BMW has been in the business for over a century. The German luxury brand has produced some of the most iconic and coveted vehicles. But that reputation doesn’t guarantee all models will be a hit. BMW’s least popular model — the X2 — has sold fewer than 100 units so far this year.

The news might be a surprise considering the company’s reputation for producing high-quality, high-performance vehicles. But why are sales so low for the X2? And what does BMW plan to do?

The least popular BMW is the X2, shown here from the interior
2023 BMW X2 | BMW

According to first-quarter sales data, only 79 BMW X2 SUVs have sold this year, significantly lower than the number sold in the same period in 2022. Specifically, 835 units were sold in the same timeframe last year. Figures for 2023 so far show the X2 is BMW’s least popular model.

The sharp drop in sales is surprising given the popularity of luxury SUVs. The BMW X2 debuted in 2018 as a smaller, sportier version of the X4 and X6 crossover SUVs. The X2 faces intense competition in the luxury subcompact SUV segment.

BMW didn’t make many changes to this model for the 2023 model year. It discontinued the performance-oriented M35i. But it added the new Edition GoldPlay appearance package to sDrive28i and xDrive28i models. 

BMW X2 sales have seen a 90% drop

A spiral from 835 units sold in Q1 2022 to 79 in Q1 2023 is significant. That’s a staggering 90% drop for BMW’s subcompact SUV. 

There are several possible reasons for the decline. The pandemic took a toll on the automotive industry, which could be a lingering factor. Another factor could be fierce competition from other luxury SUVs. And it could be that the X2, positioned as a sporty, stylish SUV, never gained traction among consumers.

The X2’s current generation will reportedly end soon, and BMWBLOG gave some details about the upcoming 2024 model. The next-gen X2 might sport exterior design changes. Renderings from Germany’s Finest show a new front fascia, refreshed headlights, a larger grille, and an updated bumper. The SUV could also boast a new rear bumper and taillights. A revised interior might be coming as well.

The 2024 BMW X2 models are expected to be unveiled later this year. 

Is the X2 a good SUV?

What else might have caused the BMW X2’s steep drop in sales in 2023?

Car and Driver reviewers knock the 2023 X2 for its noisy engine, limited cargo space, and below-average gas mileage. And despite finding the X2 reliable, J.D. Power says some owners have reported problems with the infotainment system and overall build quality. 

The 2023 BMW X2 starts at $37,595, on the high end for its class, and competition in the luxury SUV market is already fierce. In addition, the X2’s styling isn’t for everyone.

With sales for the X2 sinking fast, it’s not surprising BMW is improving the small SUV for the upcoming 2024  model year. Time will tell if those efforts produce a version consumers will love. If the 2024 model looks like recent renderings from Germany’s Finest (via BMWBLOG), most fans would consider it a vast improvement.

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Contributing Writer

Tina Pavlik

Tina Pavlik began as a contributing writer for Endgame360 in 2018. She has over 20 years of publishing experience and has written content for MotorBiscuit, Showbiz Cheat Sheet, and Sportscasting. She earned her bachelor’s degree in Computer Science at Virginia Tech.

Tina grew up surrounded by cars. Her father was an auto mechanic, her uncle owned a body shop, and all three of them dragged race for years. She covers everything from electric vehicles to van life. She has also worked as an extra in several movies and shows like Halloween (2018), The Eyes of Tammy Faye (2021), Homeland (Showtime), Banshee (Cinemax), and Vice Principals (HBO). Further, Tina works part-time as an extras casting assistant for Tona Dahlquist Casting.