The XM is the elephant within the room in additional methods than one. BMW wished the “G09” to function a religious successor to the M1. Let’s face it; that was by no means going to occur. One is a humongous plug-in hybrid SUV about as heavy because the moon whereas the opposite is a mid-engined, low-slung, light-weight sports activities automotive. Advertising and marketing hype apart, the cruel actuality is the supposedly M flagship isn’t doing all that properly.
Numbers don’t lie – the XM is the slowest-selling BMW in the US to date this 12 months. Okay, you may make the purpose that it was by no means going to promote like hotcakes given its exorbitant price ticket. Nonetheless, deliveries by means of September had been down by 14.2% to 1,385 models. Lest we neglect the luxobarge wasn’t absolutely out there within the US till later in 2023. That makes 2024 the primary full 12 months on sale for the XM, and but demand is already dropping.
As well as, BMW projected the US could be the XM’s largest market with 26% of whole demand. If it’s not performing right here, then the place? Not even the Label Pink (later rebranded as simply the Label) can transfer the needle, regardless of being the corporate’s strongest manufacturing automobile ever. On the finish of 2023, M CEO Frank van Meel informed Prime Gear that it was a mistake to launch the warmer model so early within the life cycle.
BMW is already seeking to simplify the XM’s lineup within the US by dropping the bottom mannequin. The conventional 644-horsepower model is more likely to go away subsequent summer time, leaving solely the Label. There’s additionally a lesser six-cylinder 50e mannequin but it surely’s not out there in North America. By discontinuing the usual mannequin we get right here within the US, the XM will mechanically get much more costly. You possibly can have the 2025 XM for $159,925 whereas the XM Label begins at $185,925.
How is a leap in worth of $26,000 going to assist with gross sales? You might argue that with luxurious automobiles, it’s not all about what number of vehicles are offered as revenue margins are simply as essential. However to make a revenue, it’s a must to promote vehicles within the first place. BMW solely moved 307 XMs within the third quarter of 2024. Absolutely it’s underperforming, proper?
That brings me to the query: What went flawed? The actual fact it’s so costly definitely hurts demand. Though I believe the XM doesn’t look that unhealthy within the metallic supplied it’s the proper spec, the automobile’s uncommon look should’ve deterred some consumers. Nonetheless, I believe there’s extra to it than that. The worth and design probably had a unfavourable affect, however one other “enemy” is inside BMW’s lineup.
The X5 M Competitors. Not solely does it look regular, but it surely’s additionally less expensive. At $125,975, it undercuts the bottom XM by just below $34,000. Because it eschews the plug-in hybrid setup, it’s additionally a lot lighter. By relying solely on a superb ol’ V8 engine, efficiency is extra constant because it doesn’t rely on the out there juice within the battery pack. Not that 0-60 mph occasions matter with these giant SUVs, however an X5 M Competitors does the job in 3.7 seconds. An everyday XM takes 4.1 seconds.
Solely the XM Label is faster, albeit solely by a tenth of a second, at 3.6 seconds, however then you definately’re taking a look at an almost $60,000 distinction between the 2. Enjoyable reality – you may purchase an M340i with that cash. Alternatively, one might purchase a $153,395 ALPINA XB7 and nonetheless have about $6,000 to spend on choices. So it’s clear that BMW already had a few efficiency SUVs on this echelon. This begs the query – who’s the XM for?
When you’re after efficiency, the X5 M Competitors looks as if a wiser alternative. Lets say the identical for the XB7, supplied you may dwell with these uncommon cut up headlights. We shouldn’t ignore the X6 M Competitors both, which can be much more attainable than the XM. Circling again to my query concerning the XM’s clientele, the M boss stated in October 2022 that it’s for individuals who’ve had a Lamborghini Urus and/or a Mercedes G-Class and need a related high-end product from BMW.
As to why the primary devoted M mannequin for the reason that M1 wasn’t one other supercar, a BMW official defended the choice again in February 2023. Sarah Lessmann, Product Supervisor at BMW M GmbH, stated buyer preferences have shifted towards SUVs for the reason that days of the M1:
“Prospects all over the world right this moment are searching for SAVs/SUVs that ship practicality and excessive efficiency in a single luxurious package deal. These automobiles have the potential to considerably drive progress for automotive producers transferring ahead.”
Assuming that the XM needed to exist for no matter motive, what might have BMW carried out otherwise? I’m going to exit on a limb and say the mannequin shouldn’t have carried the “world’s strongest letter.” As a substitute, it ought to’ve been badged as an X8. In actual fact, early rumors had hinted at this moniker earlier than the Idea XM broke cowl in November 2021.
By not carrying the M badge, the X8 would’ve been less expensive. Certain, the revenue margins would’ve been decrease, however BMW might need offered extra. The XM continues to be comparatively new and has a number of years forward to redeem itself. Will it? Solely time will inform. As we reported in June, a choice concerning a second era is nonetheless pending. Nonetheless, we received’t be too shocked if there received’t be one other one.
The “G09” is believed to stay in manufacturing till close to the tip of 2027. We haven’t heard something a few Life Cycle Impulse, though we are able to’t think about an LCI doing any wonders.
Maybe we’re being too pessimistic concerning the XM. Via the primary six months of 2024, international gross sales really jumped by 53.3%. Nonetheless, solely 3,807 models had been offered all around the world. As soon as once more, it’s not a totally truthful comparability for the reason that electrified SUV wasn’t absolutely out there through the first months of 2023.
Seeing the glass half full, we are able to (perhaps) respect BMW for experimenting. However identical to with the three Collection and 5 Collection/6 Collection Gran Turismo fashions, it doesn’t appear to be understanding. Ideally, we’re going to get that long-awaited supercar in the future as an alternative of the umpteenth SUV.
