BMW Earns A Dunce Cap In April After Sales Crater By 7.4%

Sales of BMW brand vehicles decreased 7.4 percent in April for a total of 24,951 compared to 26,952 vehicles sold in April, 2015. Year-to-date, BMW brand is down 9.4 percent on sales of 95,564 compared to 105,444 sold in the first four months of 2015.

Notable vehicle sales include the BMW 2 Series which increased by 76.4 percent, the BMW X1 which increased 63.3 percent, and the BMW X6 which increased by 16.5 percent.

"April is always a volatile month for BMW with model changeover taking place in some of our very popular X models, and the improving consumer confidence that typically follows the arrival of Spring still developing," said Ludwig Willisch, President and CEO, BMW of North America. "The numbers for the BMW 2 Series and the BMW X1 show the very strong following our smaller vehicles continue achieving and I expect our high demand X models to show gains as availability improves in months ahead."

BMW Group Sales

In total, the BMW Group in the U.S. (BMW and MINI combined) reported April sales of 29,747 vehicles, a decrease of 8.3 percent from the 32,428 vehicles sold in the same month a year ago. Year-to-date, BMW Group sales are down 10.1 percent on sales of 111,199 in the first four months of 2016 compared to 123,697 in the same period in 2015.

MINI Brand Sales

For April, MINI USA reported 4,796 automobiles sold, a decrease of 12.4 percent from the 5,476 sold in the same month a year ago. Year-to-date, MINI USA reported a total of 15,635 automobiles sold, a decrease of 14.3 percent from 18,253 automobiles sold in the first four months of 2015.

GermanNut - 5/3/2016 2:42:17 PM

+2 Boost

The new 7-Series is a sales disaster for BMW and sales of its SUVs fell for the month - not a good sign at all.

cidflekken - 5/3/2016 2:49:33 PM

+2 Boost

The 7 Series "failure" as a flagship seems to really affecting the brand. Just wait to see how much further Mercedes gets ahead when the new E and C-Coupe are officially available.

MDarringer - 5/3/2016 9:53:29 PM

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@cidflekken I'm no Mercedes fan, but they are on an incredible roll and BMW is doing everything in its power to sabotage itself.

PUGPROUD - 5/3/2016 2:52:47 PM

0 Boost

Forget the lousy month and look at the YTD downward trend...BMW has lost its way except for the M2. Its exterior styling is so the same generation to generation and its interiors are looking dated as well. The new 7 series is plain vanilla and cannot be distinguished from the one it replaces. Can anyone look a 3 series and actual tell what year its from...didn't think so. Time to take some risks and move the needle or this downward trend will accelerate.

GermanNut - 5/3/2016 3:04:46 PM

+1 Boost

In the U.S. as BMW has fallen 9.4% YTD, look who has gained - Audi (+5%) and Mercedes-Benz (down just 2.2%) for YTD.

Globally, Mercedes-Benz has outsold BMW YTD and more importantly its global sales growth rate through March 2016 was 12.6% vs. just 6.0% for BMW.

Customers around the world are speaking with their buying decisions and they are purchasing a Mercedes-Benz with its blend of comfort, luxury and performance and crucially - DIFFERENTIATED EXTERIOR DESIGN BETWEEN MODELS.

JRobUSC - 5/3/2016 4:18:46 PM

+2 Boost

I'm sorry, did you really just cite "differentiated exterior design between models" as a reason to get a Benz? Seriously? Every single one of their new models looks exactly the same, they've embraced the "same sausage different lengths" philosophy even more so than Audi was up until now. They picked a very handsome design that works across multiple vehicle sizes. If the looks are what is selling the cars, it's not because people can tell the sausages apart, it's because people like Benz's sausage. Since you have been such a longtime lover of Audi's sausage, it wouldn't surprise me at all that you're a huge fan of Benz's sausage now.

skytop - 5/3/2016 4:26:20 PM

+1 Boost

All BMW models look alike. Can you say, BORING and INCESTUOUS?

BMW lacks any freshness in their design and engineering.

GermanNut - 5/3/2016 4:57:05 PM

+1 Boost

I like what Mercedes-Benz has done recently, but believe Audi will accomplish something similar in the near future starting with its upcoming A8 flagship sedan. If Audi can in fact come up with a differentiated and aggressive design and combine it with its excellent technological features such as Virtual Cockpit etc., the brand has a very bright future ahead. Take that template and carry it down the ranks to the A7, A6, etc. and onto the Q6 and Q8 SUVs and you have a formula for success.

BMW must change its design approach quickly because Mercedes-Benz is growing much faster and Audi will debut its new A8 by the end of 2016.

JRobUSC - 5/3/2016 5:06:30 PM

+4 Boost

Audi's all new A8 will have the same effect on the S-class as the 7-series -- almost none. You know how we know? Because Audi has had a very good A8 out for years, and "none" is the dent that car made on the S-class. The only way the A8 has any effect on Benz is if Audi sticks Tesla badges on it, because people are sheep, and new money is buying Tesla's while old money buys S-classes, regardless of whether there are other better cars available.

USNA1999 - 5/3/2016 5:45:17 PM

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JRobUSC you are absolutely correct!

nguyenvuminh - 5/3/2016 5:32:54 PM

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Hey JRobUSC, how are you doing :-)

GermanNut - 5/3/2016 5:56:01 PM

-1 Boost

JRob, you said, "Audi's all new A8 will have the same effect on the S-class as the 7-series -- almost none. You know how we know? Because Audi has had a very good A8 out for years, and "none" is the dent that car made on the S-class. "

You left out one CRUCIAL aspect in your analysis - THE EXTERIOR DESIGN. Up until now each 7-Series and A8 has looked pretty bland and boring (save for the Chris Bangle 7-Series but that was absolutely polarizing in a bad way). This new Audi A8 is not going to look like the A4, A5, A6, A7 or the current A8. It will be a radical and aggressive design that is going to be loaded with technology.

I think you are forgetting just how important a car's looks play into its sales success along with its brand image. Audi has the progressive image that is desired by the younger generation. Add an aggressive and differentiated design and top notch technology to that brand image and it can do big things.

Hawk - 5/3/2016 6:24:32 PM

-1 Boost

Paging Chris Bangle...

MDarringer - 5/3/2016 9:53:57 PM

+1 Boost

How will making BMWs ugly again save the day?

MrEE - 5/3/2016 7:23:36 PM

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Likely loosing the most customers to Tesla Model 3.