Australia is BMW Mad, with a capital M

Australians have a clear appetite for fast BMWs. In 2025, more than 20 per cent of the brand’s local sales were high-performance M or M Performance models, more than double the global average, cementing Australia as a key market for BMW’s M Division.

Australians bought 5837 BMW M or M Performance models in 2025, marking 21.7 per cent of the brand's 26,842 total – more than double the global average of 9.8 per cent and makes Australia one of the most important markets for BMW’s go-fast division.

“I think Australia is in the top three, along with Canada and Switzerland. And also in the Asian region, Australia is in the top three of the biggest markets, so for us Australia is a very important market,” BMW M CEO Frank van Meel told Australian media.

One of the key drivers of sales success – a 3.7 per cent increase over 2024 – was the introduction of the new X3 M50.

This powered-up model topped local sales with 716 examples and dubbed as M’s top seller globally. Snapping at the hot X3's heels was the M2 with 711 sales and M3 Competition xDrive with 661.

While those three models were clearly the most popular – a full breakdown of all sales can be found at the bottom of this article – sales were also nicely diversified.

In the top 10 there are SUVs, coupe SUVs, sedans, coupes (two- and four-door) and hatches.

Extend that to the top 11 and an all-electric sedan and station wagon join the list; the i5 M60 finding 189 homes.

Models that recorded single-figure sales included the M2 CS (which only arrived in Australia late in 2025), the rear-wheel-drive M3 and M4 Competition (discontinued as part of both models’ mid-life facelift), the M3 CS (which ended production that year), and the M8 and M850i Coupe and Gran Coupe.

BMW will be hoping to carry that momentum into 2026 and beyond, with up to 30 new or updated models due to launch over the next two and a half years.

A full year of X3 M50 production will help, but another record year may depend on when the new-generation X5 and X6 arrive.

Indeed, a new record may need to wait until 2027 when the new large SUVs, possibly a dedicated M version of the new X3 and the Neue Klasse electric M3 debut.

BMW Australia’s head of product Brendan Michel told carsales the brand’s local M Division success was driven by Australia’s strong motorsport culture and appetite for performance cars

“BMW M continues to achieve success in Australia because it aligns with the country’s strong motorsport culture and passion for performance cars,” Michel said.

“BMW is globally recognised for its sporty DNA, engineering excellence and ability to bring motorsport technology to the road.

“We have also expanded our BMW M product range, ranging from SUVs to coupés – across both petrol and electric powertrains – which are being well received and were key contributors to our record sales last year.”

Join the conversation at our Facebook page
Or email us at editor@carsales.com.au