Seems the XM isn’t simply onerous to have a look at; it’s onerous to promote, too.
You’d little doubt acknowledge the XM in case you occurred to see one (of the apparently few) on the road. A front-end design like no different, full with attention-grabbing, glowing grilles, makes the SUV virtually unattainable to disregard. This was most likely, no less than partially, the purpose when BMW launched the Halo M product again on the finish of 2022. However gross sales figures present that BMW might have completely missed the mark with the XM — a uncommon coincidence with what most model fans have been saying for the reason that SUV’s inception.
Gross sales of the BMW XM peaked early on and by no means picked again up
Issues began off okay, if not superb, for the XM. It launched in late Q1 2023, and in Q2 of the identical 12 months, 762 fashions made it into buyer garages. That’s not unhealthy when you think about the BMW XM is a considerably low-production mannequin commanding a value deep within the six figures. Q1 2024 even noticed development for the mannequin — possible on account of the SUV coming to market within the US late within the quarter, however hey, we’ll give credit score the place it’s due. Shifting 541 items, a rise of 32.3% over the earlier 12 months, the XM regarded to carry its personal. Sadly, the excellent news for XM gross sales ended there, a 12 months and a half in the past.
XM gross sales fell 29.5% and 30.7% in Q2 and Q3 of 2024, respectively, and most lately, in Q2 2025, they continued to fall one other 23.8%, with simply 409 SUVs discovering new properties. Whereas clearly the Bavarian automaker isn’t producing as many XMs as, say, the BMW 3 Sequence, it isn’t completely on account of low manufacturing that the mannequin isn’t shifting. A fast search on-line reveals over 200 XM fashions sitting on seller tons, together with 2023 and 2024 fashions.
Adjustments for 2026 appear unlikely to ail the mannequin, however time will inform
It’s unlikely to be reactionary because it’s concerning the time within the XM’s product lifecycle for an replace, however BMW is making modifications to the 2026 BMW XM. The most recent mannequin 12 months drops the bottom mannequin, leaving solely the XM Label. The 2026 XM Label enjoys 738 horsepower and 738 pound-feet of torque — practically 100 extra horsepower than the usual automobile — and a few particular purple badging particulars. For 2026, BMW will introduce new exterior paints and inside upholstery, wheels, and welcome mild animation. That additionally means the value of entry rises to over $186,000, when beforehand, you would get a base mannequin for round $160,000. Until, in fact, BMW does one thing wacky and debuts the 2026 XM Label at a decrease MSRP than the 2025 mannequin.
Which, whereas unlikely, isn’t unattainable. Regardless of saying and showcasing the mannequin’s modifications for 2026, the automaker is mum on pricing, claiming it is going to be introduced nearer to the mannequin’s August begin of manufacturing. If the model actually desires to maneuver some metallic, a decrease MSRP could be a good way to do it. In any case, it’s onerous to assert the XM is in any respect near the aspirational mannequin BMW M hoped it will be. Both manner, the elimination of the bottom mannequin will successfully doom the XM to a continued downward gross sales development for the rest of its probably quick life.
Last ideas
The XM is a sufferer of promoting. I’ve had a good chunk of time behind the wheel of the XM, and the saddest factor about seeing it fail is that it’s truly a reasonably competent automobile. Should you pulled all of the foolish badging and re-positioned it as an X8, priced alongside the top-tier X7 M60i or one thing related, it will possible be a reasonably good vendor. Sure, it’s nonetheless ugly, however magnificence is within the eye of the beholder, and I used to be by no means the audience. It will likely be fascinating to see how BMW pivots from the XM to the following halo automobile and what classes the model might need realized alongside the way in which.
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