German automotive giant BMW closed 2024 with a major victory in the electric vehicle market. The brand’s fully electric "i" series models surpassed 368,000 sales worldwide, achieving an impressive 12% annual growth. This figure accounts for nearly one-fifth of BMW's total sales. However, what truly stands out is that BMW has managed to sell more EVs than the combined total of its two main rivals, Mercedes-Benz and Audi.
Rivals Struggle to Keep Up
Despite significant investments in electric mobility, Mercedes-Benz's EQ series failed to meet expectations, selling only 185,000 units in 2024. This marks a sharp 23% decline compared to the previous year. Audi faced a similar setback, with EV sales dropping from 178,000 in 2023 to 164,000 in 2024—a 7.8% decrease.
This data highlights that BMW is not just outperforming its competitors but also solidifying its position as a dominant player in the EV market. But what exactly is the secret behind BMW’s success?
The Key to Success: Selling More Than Just Cars
BMW's dominance isn't solely due to producing high-quality electric vehicles. The company’s customer experience plays a pivotal role in its continued growth. According to J.D. Power’s 2025 EV Ownership Experience Study, BMW iX and i4 models ranked highest in customer satisfaction among EV owners in the United States. Users praised not only the superior vehicle quality but also BMW’s informative approach to the EV transition.
BMW has taken inspiration from the tech industry to enhance its customer experience. Borrowing from Apple’s famous "Genius Bar" concept, the company introduced its own “BMW Genius” team. New EV owners receive comprehensive guidance on battery technology, charging infrastructure, and best practices, ensuring they feel more confident in their transition to electric driving.
What Sets BMW Apart?
Success in the EV market isn’t just about power, range, or sleek design. BMW differentiates itself by prioritizing user experience and education. The brand doesn’t just sell cars—it teaches customers how to maximize their EV ownership experience.
This strategy has propelled BMW to the top not only in sales figures but also in customer loyalty and satisfaction. As a result, BMW is not just leading the electric vehicle revolution—it is also guiding its customers through it.