Is BMW's Most Disliked Model Truly the Best-Selling Super SUV in the World? | Carscoops

      The BMW XM has surpassed the sales of luxury SUV brands like Ferrari and Lamborghini, achieving 8,100 global sales last year. However, this achievement may not be as impressive as it initially seems due to its lower price and high production volume.

      Despite being considered a failure for BMW, the XM has outperformed some European competitors in terms of sales, which the accompanying chart may suggest.

      Created by auto industry analyst Felipe Munoz, the chart highlights what he defines as the five "super luxury sport SUVs" currently on the market: the BMW XM, Lamborghini Urus, Ferrari Purosangue, Aston Martin DBX, and notably, Dongfeng’s MHero M-917.

      If we assume these five vehicles are competing in the same segment (which we might dispute), the XM appears to be doing reasonably well. Last year, it reportedly sold 8,100 units globally, far exceeding the sales of the Lamborghini Urus at 5,600 units, and the Ferrari Purosangue at 2,250 units. Aston Martin managed to sell 2,050 DBXs, while Dongfeng sold 1,200 M-917s.

      However, comparing the XM and MHero with the others seems somewhat inappropriate. For one, the MHero M-917 is comparable in size to a Toyota Land Cruiser, available as either an all-electric or range-extending hybrid, and is sold in only a limited number of global markets. Moreover, it is significantly cheaper, with a starting price around 697,700 yuan or approximately $98,000.

      On the other hand, the XM boasts 748 hp and 737 lb-ft (1,000 Nm) of torque, but it is also much larger and heavier than the Lamborghini, Ferrari, or Aston Martin. Additionally, it is priced more affordably, with start prices in the US just over $160,000.

      When comparing prices, the Urus starts over $240,000, the DBX exceeds $255,000, and the Purosangue is around $430,000. Given these price variances, it’s not surprising that BMW’s plug-in powerhouse outsells these competitors.

      Furthermore, BMW has a significantly higher production capacity compared to Ferrari, Lamborghini, and Aston Martin, enabling it to manufacture more XMs. In 2024, Aston Martin produced 6,030 cars, Lamborghini sold 10,687, and Ferrari delivered 13,752. In contrast, BMW delivered over 2.2 million vehicles globally, facilitating a larger market presence for the XM, whether or not there was demand for them.