We already know that BMW closed off 2024 with a banner yr for its electrified “i” fashions – however it took some time for the bigger image to turn into clear. Not solely is BMW succeeding with EVs, the Bavarians are outselling their two closest opponents mixed. (!)
First issues first – we have to take a look at the numbers: BMW offered delivered 368,523 items to prospects globally, representing an almost 12% progress in EV deliveries for the model year-over-year (YoY). Maybe extra EVs made up absolutely 16.7% of the model’s 2,200,217 unit whole for 2024.
Arch-rival Mercedes-Benz, regardless of their extremely publicized EQ branding and bespoke electrical automobile platforms, might solely transfer 185,059 of its lozenge-shaped EQ fashions in 2024 (down a staggering 23% from 2023, which may very well be attributed to the cancellation of a number of German EV incentive applications if it weren’t for its competitor’s progress).
Over at Audi it’s extra of the identical, with the 4 rings model shifting 164,480 EVs in 2024 (7.8% lower than the 178,429 items they managed to maneuver in 2023).
Neither of the Bavarians’ German rivals’ EVs cracked 10% of their corporations’ total gross sales, both – which begs the query: what provides? Are BMW’s electrical automobiles actually that significantly better than Audi’s and Mercedes’, or is one thing else driving the Final Driving Machines’ profitable progress within the electrical automobile phase?
BMW is setting, exceeding expectations
The 2025 US Electrical Automobile Expertise (EVX) Possession Examine from J.D. Energy tells us that extra individuals are extra glad with their EV expertise than final yr – and (within the US, at the very least) the EV homeowners who’re the most glad with their rides will be discovered behind the wheel of the BMW iX, adopted intently by the BMW i4.
The rationale BMW is persistently pulling forward comes all the way down to schooling. “First-time EV consumers are receiving minimal schooling or coaching,” explains Brent Gruber, govt director of the EV observe at J.D. Energy. “Supplier and producer representatives play the essential function of front-line educators, however relating to EVs, the precise schooling wanted to shorten the training curve simply isn’t occurring typically sufficient. The shortfall in purchaser schooling is one thing we’re seeing with all manufacturers.”
When a mean automobile purchaser is advised, “this automobile can add 200 miles of vary in 20 minutes” by an enthusiastic salesperson, they’ll count on that to be the case at any time when they hook up with a public charging station. And why wouldn’t they? If their total fueling expertise has been with gasoline, it’s extremely unlikely that they’ve each considered kW or kWh or amps or volts or what any of these issues must do with each other.
BMW sellers absolutely clarify these items as a part of their commonplace supply observe by way of the corporate’s Genius program. Cunningly cribbed from Apple’s Genius Bar playbook, BMW (and, by extension, Mini) provides the very best EV buyer coaching within the automobile enterprise. “With that in thoughts,” I wrote, when BMW’s second consecutive J.D. Energy win got here to gentle, “it’s onerous to think about this happening another approach.”
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I stand by that, however what do you assume? Is that this a query of customer support, are BMW’s new EVs actually the very best within the enterprise, or is Audi’s “costly Volkswagen” enterprise mannequin merely not viable in 2025? Scroll all the way down to the feedback and tell us what you assume makes the electrified BMW’s the Final Promoting Machines.
In your approach there, take a look at a number of of those nice offers on new BMW EVs:
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