BMW leads premium high-performance vehicle market

BMW M's electric lineup / Courtesy of BMW Korea

BMW M, the premium high-performance sub-brand under the German carmaker, continues to strengthen its leadership in the global and Korean markets with robust sales growth powered by its customer-centric marketing strategy, the carmaker said Sunday.

In 2024, BMW M achieved its best-ever global sales performance by selling 206,582 M-branded vehicles, achieving a new record high in its annual sales, even as the global high-performance market remained in a state of overall slowdown, according to data from the carmaker. So far, they have introduced a total of 34 models for the M lineup.

BMW M vehicles are also increasing their share of BMW Group’s overall sales, according to the company, accounting for a record high of 9.4 percent of the group’s total sales last year.

BMW M is taking a proactive approach to embrace electrification, expanding its portfolio beyond the traditional high-performance gasoline models to include fully electric and plug-in hybrid options.

The top-selling BMW M model worldwide last year was the BMW i4 M50 xDrive pure-electric sedan. The high-performance electric vehicle (EV), launched in 2021, has become globally popular with its explosive driving performance, going from zero to 100 kilometers per hour in just 3.9 seconds.

BMW M is continuously expanding its electrified lineup. The BMW XM, which made its debut in 2022, features a plug-in hybrid powertrain producing an outstanding 653 horsepower.

The brand has also risen to the top of the premium performance vehicle market in Korea. BMW Korea has steadily expanded its M lineup for the past few years to meet growing demand for vehicles offering a race car-like experience.

BMW sold a total of 5,264 M vehicles in 2024, outperforming all other competitors in the premium high-performance vehicle market. The figure continues to trend upwards, with M vehicles’ sales between January and May this year reaching 2,166, up 16 percent from the previous year, according to data from BMW Korea.

The local subsidiary spoke highly of its distinctive market strategy as the key driving force for the solid sales growth of the M brand, with diverse events for loyal customers. The carmaker held the BMW M FEST 2025 here in May, drawing more than 5,500 car enthusiasts. Visitors to the festival were given a chance to drive a number of M vehicles.

BMW Korea also operates M Performance Garages, a set of exclusive service lounges designed specially for M customers. There are currently four, including locations in Goyang, Gyeonggi Province, and Busan. The garages offer personalized maintenance and consultation services for customers.

“BMW Korea remains committed to offering dynamic and innovative experiences for performance car enthusiasts, and will continue to expand its customer engagement programs to meet the expectations of this passionate community,” a BMW Korea official said.