SHERIDAN, WYOMING – November 11, 2025 – SHERIDAN, WYOMING - November 10, 2025 - SHERIDAN, WYOMING - November 10, 2025 - BMW of North America's record 371,346 U.S. sales in 2024 didn't happen by chance - they're the result of decades of listening to American drivers and reshaping the lineup around how people really live, drive, and buy. From service-first dealerships to the "Power of Choice" across gas, hybrid, and fully electric models, BMW's story is ultimately about giving consumers more ways to feel connected to their car.
A record built on teamwork - not hype
Announcing the year-end total, CEO Sebastian Mackensen called it a "fantastic result, which is a direct reflection of the BMW brand's strength and superior product lineup." He credited a dealer network that established "a collaborative spirit and a focused dedication to our brand as well as a clear commitment to excellence in customer service." That customer-first focus wasn't always guaranteed; it was learned - through competition, recession, and the reality of what U.S. buyers expect at the dealership.
When Lexus arrived, BMW listened
The early '90s were a wake-up call. Lexus targeted luxury buyers with smooth V8s and standout service, and BMW's U.S. sales slumped. Leadership responded by doubling down on performance and value where it matters to drivers. "What was clear was that our model range simply did not live up to 'The Ultimate Driving Machine,'" said Vic Doolan. "We knew that to compete we had to excite and please the BMW owner." Free scheduled maintenance, stronger dealer training, and a reinvigorated product plan followed - and momentum returned.
Icons that fit American life
From the Z3 roadster's burst of joy to the era-defining U.S.-spec E36 M3, BMW showed that performance could be attainable and low-maintenance. Then came the game-changer: the X5 in 2000. With SUV practicality and BMW handling, it let families "own the garage" without giving up driving fun. That idea expanded - X1 through X7 - turning Sports Activity Vehicles into everyday essentials.
Quality counts - and details matter
Under CEO Ludwig Willisch, BMW pushed quality perceptions higher, fixing issues at delivery centers and adding small touches (like built-in adapters) that improved day-to-day satisfaction. He also made a case for accessible entry points: "The 320i together with the X1 and the 2 Series Coupe gave us three products to fight the competition, namely the Mercedes CLA," Willisch said. "And we won!"
Power of Choice = power for the driver
Today, BMW's lineup reflects a simple consumer promise: choose what suits your life. Compact, coupe, sedan, or three-row SAV; internal combustion, plug-in hybrid, or long-range BEV - it's one family of cars with multiple paths to the same goal: a great drive. That breadth is winning over shoppers. As EVP Shaun Bugbee puts it, "At the end of the day, we have a variability that our customers can choose from… That variety of offerings, along with having our dealer network in lockstep with us… has really led to that sustained growth. Our product offering is really our secret sauce."
Editorial Extra: Quick-use guide to BMW's growth - and what it means for you
- Better dealership experience: Service, financing, and trade-ins designed to be fast and friendly - born from decades of feedback.
- Right-size performance: From M2 thrills to X7 comfort, BMW aims to fit your lifestyle, not the other way around.
- One lineup, many drivetrains: Pick ICE, PHEV, or BEV in familiar models - flexibility without compromising design or feel.
- Resilience you can trust: Lessons from past downturns helped BMW keep financing options open and customers supported.
- Small cars, big impact: "I think the 2 Series, the M2, the X1, and the X2 actually play a vital role as far as people coming into the brand," Bugbee said. "The M2 does about 80 percent of the volume of the M3… and that makes it a very strong product."
In a market that changes fast, BMW's staying power comes down to choice, service, and the feeling you get behind the wheel. Records are nice; a car that fits your life is better.
Learn more at www.bmwusanews.com