BMW Group Canada, encompassing both the BMW and MINI brands, has reported a third-quarter sales total of 7,799 vehicles for 2024, marking a 13% decline compared to the same period in 2023. Year-to-date, the company has sold 24,863 vehicles across Canada, reflecting a 6.3% decrease from last year’s performance.
Andrew Scott, President and CEO of BMW Group Canada, acknowledged the difficulties faced during the third quarter, emphasizing the vital role of BMW’s retail partners in maintaining strong customer support.
“Despite an extremely challenging environment in the third quarter, our retail partners did an outstanding job of supporting our customers with their mobility needs,” Scott stated. He further expressed gratitude for the retailers’ dedication, saying, “Their efforts in overcoming issues and their commitment to client satisfaction are very much appreciated.”
Looking ahead, Scott highlighted the upcoming launch of the 2025 BMW X3, expected to boost performance in the Canadian market during the fourth quarter. “The fourth generation of this popular Sport Utility Vehicle is sure to impress BMW fans and enthusiasts. With its new design language, improved efficiency, and dynamic performance, I’m sure it will continue as a perennial favourite in the Canadian market,” he added.
BMW Brand Performance
The BMW brand experienced a decrease in sales, with 7,070 vehicles sold in Q3 2024, down 11% from the same quarter last year. Despite this, there were several bright spots within specific segments:
- Sales of purely electric BMW vehicles saw a modest increase of 3% year-over-year.
- High-performance BMW M models also experienced growth, with a 1% increase compared to Q3 2023.
- The upper-luxury segment showed notable strength, with the BMW 8 Series registering a 31% rise in sales during the third quarter.
MINI Struggles in Q3 2024
MINI’s performance lagged behind its parent brand, with Q3 sales dropping by 28.1% year-over-year, totalling 729 units. However, the company says that the MINI brand continues to innovate and adapt, having recently launched the all-new MINI Countryman SE and the MINI Cooper 5 door in September.
The introduction of the first all-electric MINI Countryman, with an all-wheel-drive system, marks a significant step for MINI as it evolves its product lineup.
Despite the overall decrease, sales of the MINI Countryman grew by 3% compared to Q3 2023, a promising sign for the brand as it refreshes its entire model lineup with new designs, enhanced technology, and upgraded driver assistance systems.
BMW Motorrad Achieves Strong Growth
In contrast to the declines seen in the automotive segment, BMW Motorrad, the brand’s motorcycle division, recorded a 15.1% year-over-year sales increase for the third quarter, with 625 units sold. This marks a significant improvement compared to the same period in 2023.
Among the top-selling motorcycle models were the S 1000 RR and the R 1300 GS. Enthusiasts can look forward to the release of the highly anticipated R 1300 GSA, which will be available in Canada starting October 24th.
Looking Ahead
As BMW Group Canada navigates a difficult sales environment, the upcoming launch of new models such as the 2025 BMW X3 and continued innovation within the MINI and Motorrad brands offer optimism for the future. The company remains focused on customer satisfaction and adapting to market demands, with an eye on improving its performance in the final quarter of 2024.
Table 1: New Vehicle Sales BMW Group Canada, Q3 2024
| Brand | Q3 2024 | Q3 2023 | YoY % | 2024 YTD | 2023 YTD | YoY % |
| BMW Brand | 7,070 | 7,946 | -11.0% | 21,905 | 23,188 | -5.5% |
| BMW Passenger Cars | 2,233 | 2,254 | -0.9% | 6,735 | 6,933 | -2.9% |
| BMW Light Trucks | 4,837 | 5,692 | -15.0% | 15,170 | 16,255 | -6.7% |
| MINI | 729 | 1,014 | -28.1% | 2,958 | 3,342 | -11.5% |
| Total Group | 7,799 | 8,960 | -13.0% | 24,863 | 26,530 | -6.3% |
Table 2: Motorcycle Sales BMW Group Canada, Q3 2024
| Category | Q3 2024 | Q3 2023 | YoY % | 2024 YTD | 2023 YTD | YoY % |
| BMW Motorcycles | 625 | 543 | +15.1% | 2,278 | 2,452 | -7.1% |
About BMW Group Canada
BMW Group Canada, headquartered in Richmond Hill, Ontario, is a wholly owned subsidiary of BMW AG. It is responsible for the distribution of BMW luxury performance automobiles, Sports Activity Vehicles, Motorcycles, and MINI. The company also operates BMW Group Financial Services Canada, which provides retail financing and leasing programs across Canada. With a network of 51 BMW automobile retail centres, 26 BMW motorcycle retailers, and 31 MINI retailers, BMW Group Canada serves customers from coast to coast.
