The BMW Group sold a total of 13,659 vehicles in Thailand last year, the company announced in a press release.
While the number of new BMWs registered dipped 13.6 per cent year-on-year to 12,208 cars, the brand’s premium segment share grew by 5 per cent from the previous year to 39.9 per cent. This is also the fifth year that BMW has beaten its arch rival Mercedes-Benz for the No.1 position in the Thai luxury car market.

BMW BEVs achieved a market share of 22.6 per cent in the premium BEV segment – up 9.1 per cent from 2023 – while the arrival of the New MINI Family propelled the brand to a 44-per cent jump in BEV deliveries with 295 units being delivered to customers. MINI sales amounted to 1,451 units in 2024, rising by 7.6 per cent.

Meanwhile, BMW Motorrad registered a six-per cent drop in deliveries with 1,011 motorcycles handed to customers last year.
BMW Group Thailand president and CEO Rene Gerhard said, “While the Thai market will take time to recover in the face of ongoing economic headwinds, we continue to see bright spots that hint at what’s to come with total BEV registrations for BMW and MINI combined having risen by 11 per cent year-on-year. We are delighted to see Thai customers embrace our vision for the future of mobility, and we look forward to delivering even more exceptional motoring experiences in the years to come.”

In addition to incoming new arrivals across all three brands, in 2025 BMW Group Thailand will expand its sales network under the ‘Retail Next’ concept – which highlights digital and lifestyle integrations within dealership spaces, he added.

Recent dealership openings across all three brands include Performance Motors Ayutthaya for BMW, Performance Motors Ratchapruk, Europa Motor (Headquarters) and Barcelona Motor Bangkhae for MINI.
BMW Motorrad Thailand also welcomes a new dealership – Motogroup Rama 5 – which features the New Retail Brand Experience for the first time. The concept is used to design the showroom and new retail experience for customers to provide warm and cozy atmosphere.
