Drive.com
Australia continues to punch above its weight as one of the world’s strongest markets for BMW performance vehicles, with the brand’s high-performance division BMW M accounting for nearly a quarter of all local sales.
In 2025, 22.3 per cent of BMW vehicles sold in Australia carried an M badge, placing the country among the global top three markets alongside Canada and Switzerland.
While the US leads in overall volume, Australia’s high proportion of M sales highlights a strong appetite for performance cars despite its comparatively smaller market size.
A total of 6021 M vehicles were delivered to Australian customers last year, spanning both full high-performance models and M Performance variants. Leading the charge were the M2, X3 M50 and M3 sedan, underlining the broad appeal of the performance range across different segments.
BMW M CEO Frank van Meel said Australia’s strong showing reflects a deep-rooted passion for driving and performance. He described the local market as one of the most engaged globally, with buyers who not only value speed and driving dynamics but also have a strong understanding of automotive technology.
“Compared to the global 9.8 per cent M market share, Australia’s 22.3 per cent is quite a high value,” Mr van Meel said. “Australia is in the top three biggest markets for us, making it a very important region.”
The performance division has also benefited from broader growth across the BMW brand, with M sales rising by 11 per cent year-on-year between 2024 and 2025.
This growth has helped ensure Australian customers continue to receive a wide range of performance-focused models.
Mr Van Meel said the enthusiasm of Australian drivers sets the market apart, pointing to a strong culture of car enthusiasts who are emotionally connected to performance vehicles and motorsport.
That connection, he said, aligns closely with what BMW M aims to deliver.
BMW is not alone in seeing strong demand for performance vehicles locally.
Other brands, including Hyundai’s N division, Mercedes-AMG, Volkswagen’s GTI and R models, and Toyota’s Gazoo Racing arm, have also reported higher-than-average performance model uptake in Australia.
