The BMW Group Middle East has reported a successful first half of 2024, marked by impressive sales figures and notable achievements in the electric vehicle (EV) sector. With 179,557 fully electric vehicles (BEVs) delivered, the BMW brand saw a remarkable 34.1% increase in BEV sales compared to the same period last year.
Overall, the BMW brand experienced a growth of 2.3%, selling 1,096,486 units in the first six months of the year, outperforming traditional competitors and gaining significant market share in Europe. The BMW Group as a whole delivered 1,213,359 vehicles under the BMW and MINI brands during this period.
“In the first six months of the year, we saw double-digit growth in our fully electric vehicles and models from the upper premium segment,” said Jochen Goller, member of the Board of Management of BMW AG responsible for Customer, Brands, and Sales. “Despite a challenging market environment, we increased sales for the BMW brand in the first half of the year, thanks to our attractive product portfolio. The strong commitment of our BMW Group employees and our robust global retail network have made a significant contribution in this regard.”
Upper Premium and Electric Models Lead Sales Surge
The BMW brand’s upper premium segment models have gained increasing popularity alongside fully electric models. The BMW 7 Series achieved a 22% sales growth in the first half of the year compared to the same period last year. Additionally, the BMW X1 and BMW 3 Series showed strong growth. BMW M GmbH also performed well, unveiling the first M5 high-performance sedan with an electrified drivetrain in June and recording a 5.1% sales growth with 99,517 vehicles sold.
The MINI brand, undergoing a model changeover of its complete product portfolio, delivered 114,054 vehicles in the first half of the year, including the first MINI Cooper cars from the New MINI Family, which received positive customer responses. The ramp-up of the MINI Cooper and MINI Countryman, along with the market launch of the MINI Aceman, is expected to drive further growth in the second half of the year.
BMW Motorrad also celebrated success, handing over 113,072 motorcycles and scooters to customers worldwide during the same period.
Outlook for the Second Half of 2024
Looking forward to the second half of 2024, BMW Group remains confident. This optimism is bolstered by the full availability of the BMW 5 Series models, including the new BMW 5 Series Touring and the first BMW i5 Touring, as well as the ongoing market launch of the New MINI Family. The BMW Group continues to provide a variety of drivetrain technologies across the BMW and MINI product portfolios, underpinned by a high level of customer support and service innovation.
Karim-Christian Haririan, Managing Director of BMW Group Middle East, commented on the region’s performance: “BMW Group Middle East celebrates a successful first half of 2024 and exceptional electric car sales. Our overall sales in the region for the BMW brand increased by 11.9% compared to the same period last year, with a standout performance in fully-electric models showing a 13.8% increase. This reflects the growing demand for sustainable mobility solutions in the Middle East.”
MINI Brand Success and New Retail Facilities
The MINI brand also saw impressive growth, with a 12% increase in sales volume year-on-year. High-performance John Cooper Works (JCW) models constituted a significant 10% share of MINI sales, one of the highest shares worldwide. MINI electric vehicles will see expanded sales in the region, starting with the MINI Countryman in July and followed by the MINI Cooper and Aceman in October.
BMW Group Middle East also celebrated the opening of several new Retail.Next facilities in Dubai, Abu Dhabi, and other locations, enhancing the customer experience with state-of-the-art showrooms.
The Customer Support division reported strong growth of 16% in the first six months of 2024 compared to the same period last year, with over 75% retention of cars in the 7-10 year age segment. The region saw the launch of the Proactive Care campaign and the new Service Promise “Relax. We Care,” underpinned by an outstanding Service Net Promoter Score across all BMW brands.
Karim-Christian Haririan expressed gratitude to importers and their teams for their dedication to excellence: “Your contributions have been instrumental in driving this success. The hard work and commitment of our teams have ensured that we continue to deliver exceptional service and maintain customer loyalty.”
As BMW Group Middle East looks to the second half of 2024, the focus remains on sustaining growth and further expanding the reach of its innovative and sustainable vehicle offerings.
