BMW Loses The Magic As Sales Crater In February, Down 10.7% For Month

Sales of BMW brand vehicles decreased 10.7 percent in February for a total of 22,498 compared to 25,201 vehicles sold in February, 2015. Year-to-date, BMW brand is down 8.2 percent from the same period last year with sales of 40,580 vehicles.

Notable vehicle sales include the BMW X1 which increased 60.2 percent, the BMW X3 which increased by 19.5 percent, and the BMW 2 Series which increased by 107.5 percent.

"February showed again the accelerating pace of BMW Sports Activity Vehicles is clearly more than a trend with our X models accounting for 45% of sales this past month," said Ludwig Willisch, President and CEO, BMW of North America. "With Spring only three weeks away and the travel season on the horizon, the growing success of the 7 Series and the 2 Series also makes us confident there's more to come."

BMW Group Sales
In total, the BMW Group in the U.S. (BMW and MINI combined) reported February sales of 25,337 vehicles, a decrease of 12.4 percent from the 28,921 vehicles sold in the same month a year ago. Year-to-date, BMW Group sales are down 8.7 percent from the same period last year with 46,657 vehicles sold.

MINI Brand Sales
For February, MINI USA reports 2,839 automobiles sold, a decrease of 23.7 percent from the 3,720 sold in the same month a year ago. Year-to-date, MINI USA sales are 6,077 vehicles, a 12.5 percent decrease from the same period last year.

cidflekken - 3/1/2016 2:19:32 PM

+3 Boost

I can't remember the last time that the C-Class beat the 3 Series for two consecutive months.

ilovecar2015 - 3/1/2016 8:55:47 PM

+1 Boost

Big mistake for BMW to report 3/4 series separately (not that they shouldn't). But I wonder if MB will report their C Coupe separate from C sedan when it's available?

3-series and C will battle for second place this year behind the Lexus RX.

bw5011 - 3/1/2016 2:34:02 PM

+5 Boost

Let the excuses begin!

Dr550 - 3/1/2016 3:30:06 PM

+2 Boost

BMW has no one to blame. A weak designed 7-series. The i8 instead of a Tesla fighting i5 sedan. X7 delayed for years. Great article about BMW's situation on Bloomberg.

autopal - 3/1/2016 4:26:43 PM

+3 Boost

Another month and the now older S class is still outselling the new 7er by more than 2 to 1. Frankly, I don't think BMW have a chance at beating Mercedes this year, especially when Mercedes ramp up the volume later this year with their new and high volume E class and the C class coupe

222max - 3/1/2016 5:00:19 PM

0 Boost

It seem that while the mainstream brands did great in February the luxury and premium brands stumbled across the board.

GermanNut - 3/1/2016 5:24:18 PM

+2 Boost

BMW can't blame the snowstorms this time around! More importantly, BMW's strategic missteps and poor product development are being brought to light.

The 3-Series has an outdated interior that can't match the C-Class or the upcoming A4 and its historical edge of better driving dynamics is being reduced with every successive generation.

The 5-Series is nothing special and will not set itself apart from the new E-Class.

The new 7-Series was a huge miscalculation on BMW's part and its poor sales versus Mercedes-Benz's S-Class reflect that. Once again BMW is playing the Ultimate Driving Machine card in a class where the most powerful characteristic is all-around luxury, which the S-Class does so well.

The i3 has been a sales disaster.

If this trend keeps up, there is absolutely no way BMW will catch Mercedes-Benz in the U.S. or globally. Mercedes-Benz's new offerings are simply too strong across the board from C-Class to E-Class to S-Class.

Audi is also stepping up to the plate with its new Q7, which has seen great results thus far. The new A4, while very similar to the old A4, has much better technology and driving dynamics. The brand new Q2 will go on sale later this year as well. Audi, despite not having the Q7 available in all markets, outsold BMW globally by 10,000 units in January.

It is very possible that BMW falls from 1st place to 3rd place in global sales this year.