We already know that BMW closed off 2024 with a banner year for its electrified “i” models – but it took a while for the larger picture to become clear. Not only is BMW succeeding with EVs, the Bavarians are outselling their two closest competitors combined. (!)
First things first – we need to look at the numbers: BMW sold delivered 368,523 units to customers globally, representing a nearly 12% growth in EV deliveries for the brand year-over-year (YoY). Perhaps more EVs made up fully 16.7% of the brand’s 2,200,217 unit total for 2024.
Arch-rival Mercedes-Benz, despite their highly publicized EQ branding and bespoke electric vehicle platforms, could only move 185,059 of its lozenge-shaped EQ models in 2024 (down a staggering 23% from 2023, which could be attributed to the cancellation of several German EV incentive programs if it weren’t for its competitor’s growth).
Over at Audi it’s more of the same, with the four rings brand moving 164,480 EVs in 2024 (7.8% less than the 178,429 units they managed to move in 2023).
Neither of the Bavarians’ German rivals’ EVs cracked 10% of their companies’ overall sales, either – which begs the question: what gives? Are BMW’s electric vehicles really that much better than Audi’s and Mercedes’, or is something else driving the Ultimate Driving Machines’ successful growth in the electric vehicle segment?
BMW is setting, exceeding expectations
The 2025 US Electric Vehicle Experience (EVX) Ownership Study from J.D. Power tells us that more people are more satisfied with their EV experience than last year – and (in the US, at least) the EV owners who are the most satisfied with their rides can be found behind the wheel of the BMW iX, followed closely by the BMW i4.
The reason BMW is consistently pulling ahead comes down to education. “First-time EV buyers are receiving minimal education or training,” explains Brent Gruber, executive director of the EV practice at J.D. Power. “Dealer and manufacturer representatives play the crucial role of front-line educators, but when it comes to EVs, the specific education needed to shorten the learning curve just isn’t happening often enough. The shortfall in buyer education is something we’re seeing with all brands.”
When an average car buyer is told, “this car can add 200 miles of range in 20 minutes” by an enthusiastic salesperson, they’ll expect that to be the case whenever they connect to a public charging station. And why wouldn’t they? If their entire fueling experience has been with gasoline, it’s highly unlikely that they’ve every thought about kW or kWh or amps or volts or what any of those things have to do with one another.
BMW dealers fully explain these things as part of their standard delivery practice through the company’s Genius program. Cunningly cribbed from Apple’s Genius Bar playbook, BMW (and, by extension, Mini) offers the best EV customer training in the car business. “With that in mind,” I wrote, when BMW’s second consecutive J.D. Power win came to light, “it’s hard to imagine this going down any other way.”
This advice applies everywhere
I stand by that, but what do you think? Is this a question of customer service, are BMW’s new EVs really the best in the business, or is Audi’s “expensive Volkswagen” business model simply not viable in 2025? Scroll down to the comments and let us know what you think makes the electrified BMW’s the Ultimate Selling Machines.
On your way there, check out a few of these great deals on new BMW EVs:
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