It’s been over three years since BMW’s designs have become more avant-garde and controversial, sparking considerable discussion among fans and customers worldwide. The controversy began in June 2020 with the debut of the second-generation 4 Series, featuring a large new grille that received more negative feedback than positive.
The mid-size car arrived after the unveiling of the BMW Concept 4 at the 2019 Frankfurt Motor Show. The production 4 Series incorporated more than 80 percent of the concept’s design cues, including the massive kidney grille on the nose.
Based on public opinion, the decision for the 4 Series seemed like a flop. However, that’s not the case.
Positive Numbers
Analysis of car sales data around the world provides insight. Last year, BMW sold around 146,200 units of the current-generation 4 Series in all markets. The 4 Series saw an 87 percent year-over-year increase versus 2021, becoming the company’s sixth best-selling product.
Despite the criticism, BMW designers presented even more polarizing models. In November 2020, the BMW iX SUV and its unconventional proportions were revealed, creating digital chaos. The iX was notably different from the brand’s previous offerings and stood out from its rivals’ conservative shapes.
Despite the criticism, the iX became the world’s best-selling large electric SUV in 2022, outpacing its rivals’ sales.
7 Series Struggles
However, not all is positive for BMW. The seventh generation 7 Series, introduced in April 2022, received a different design that many found as polarizing as the 4 Series. Despite aiming to stand out and regain market share from the Mercedes-Benz S-Class, sales of the 7 Series still lag behind the S-Class in Europe, the US, and China.
As of September 2023, BMW sold just 3,700 units in Europe, compared to almost 10,300 sales for the S-Class. In the United States, The S-Class outsells the 7 Series nearly two to one. In China, there are over three Mercedes for every BMW, including the i7 and EQS.
And Then There’s XM
The BMW XM, despite garnering criticism for its unusual design and massive size, has sold 4,800 units globally and has surpassed the Lamborghini Urus for sales through the end of September. It’s the fifth best-selling M model in Europe and the United States.
The author of the article, Felipe Munoz, is an Automotive Industry Specialist at JATO Dynamics.