- BMW’s XM outsold Ferrari and Lamborghini SUVs with 8,100 global sales last year.
- However, its lower price and massive production scale make the comparison unfair.
By most accounts, the BMW XM has been a disaster for the German marque and is easily its worst-selling model both in the United States and globally. However, compared to some of the competition from Europe rivals, it is actually selling quite well, or so this chart may make you believe.
Compiled by auto industry analyst Felipe Munoz, the graph depicts what he describes as the only five “super luxury sport SUVs” that are currently on sale. These consist of the BMW XM, Lamborghini Urus, Ferrari Purosangue, Aston Martin DBX, and, surprisingly, Dongfeng’s MHero M-917.
Read: BMW XM Had A Terrible First Full Year With Just 1,974 Units Sold In The US
If we are to accept that these five vehicles all compete in the same segment (which we don’t…), then the XM seems to be performing reasonably well. Last year, a reported 8,100 were sold around the world, easily outpacing the 5,600 Lamborghini Urus models and 2,250 Ferrari Purosangues delivered. Aston Martin recorded 2,050 DBXs, while Dongfeng sold 1,200 examples of the M-917.
Not A Fair Competition
That said, lumping the XM and MHero together with the others feels a bit strange. For starters, the MHero M-917 is roughly the size of a Toyota Land Cruiser, comes as an all-electric or range-extender hybrid, and is sold in only a handful of markets worldwide. It’s also significantly less expensive, starting at about 697,700 yuan or roughly $98,000.
Then there’s the XM. While its 748 hp and 737 lb-ft (1,000 Nm) are impressive, it’s much bigger and heavier than either the Lamborghini, Ferrari, or Aston Martin. It’s also much cheaper. In the US, for example, prices start at a touch over $160,000.
Price and Production Gaps
Compare that with the Urus, which begins above $240,000, the DBX at more than $255,000, and the Purosangue at around $430,000. With those price differences, it’s hardly shocking that BMW’s plug-in bruiser outsells them.
What’s more, it’s also worth noting that BMW has far more production capacity than Ferrari, Lamborghini, and Aston Martin, allowing it to build more XMs. In 2024, Aston built a total of 6,030 cars, Lamborghini shifted 10,687, and Ferrari sold 13,752.
BMW, meanwhile, delivered more than 2.2 million vehicles worldwide, making it far easier to flood the market with XMs with or without heavy discounts, whether the world asked for them or not.
