The car that saved BMW from sales decline
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A new variant of this car helped push BMW Australia's 2024 sales into the black amid an overall squeeze on prestige vehicle demand.
A sharply-priced but well-featured electric sedan has saved BMW from a year-on-year sales decline, as without the BMW i4 eDrive 35, the German brand would’ve joined other prestige marques on the red side of the balance sheet.
While the five-door ‘liftback’ i4 electric vehicle (EV) was originally launched in 2022, it wasn't until the addition of the entry-level eDrive 35 variant at the end of 2023 that sales really took hold.
Vehicle deliveries jumped from 207 in 2022 and 353 in 2023 to 2062 in 2024, with the i4 eDrive 35 making up 82 per cent of volume last year.
The 1689 sales of the i4 eDrive 35 in 2024 saw the singular variant outsell 17 BMW model lines including the 1 Series hatch, 4 Series coupe, convertible and Gran Coupe, and even the three-row X7 SUV.
MORE: 2024 BMW i4 eDrive 35 review
Priced from $85,900 before options and on-road costs, the 200kW rear-drive EV is positioned below the Luxury Car Tax threshold ($91,387 for ‘fuel-efficient’ cars, including EVs), making it eligible for FBT (Fringe Benefit Tax) exemptions when purchased through a novated lease.
Which was part of BMW’s plan for the entry-level i4.
“We identified early that this variant would represent a compelling proposition in the maturing Australian battery electric vehicle (BEV) market, with pricing below the Luxury Car Tax (LCT) threshold for fuel efficient vehicles, combined with a sophisticated styling package, classic BMW rear-wheel-drive configuration, ample EV driving range and an outstanding level of standard equipment,” a BMW Australia spokesperson told Drive.
Electric and hybrid vehicle sales made up 31 per cent of all BMW 2024 sales volume, with the i4 contributing 7.8 per cent of the total.
MORE: Australia's best-selling electric cars in 2024 – Every model listed
The electric version of the 4 Series Gran Coupe wasn't the top selling BMW EV, with the iX1 SUV chalking up 2618 deliveries, but as a singular and new-to-market variant, it added sales where there were none before.
The X1 range – which includes the iX1 – was back 2.3 per cent on 2023 volume, as were BMW's highest volume models in the X3 (down 15.7 per cent) and X5 (down 14.3 per cent) SUVs.
Without the i4 eDrive 35, total BMW sales would have dropped to 24,652 vehicles, a 5.9 per cent reduction on 2023 numbers.
Although the i4 eDrive 35 isn't offered with many personalisation choices – there's only one wheel design and the more aggressive M Sport styling is unavailable, even as an option – buyers can add a $3000 Enhancement Package with heated seats, a choice of eight paint colours, and a sunroof, without exceeding the LCT threshold.
The BMW i4 eDrive 35 is a finalist in the Drive Car of the Year 2025 Best Luxury Car under $100K category.
MORE: Drive Car of the Year 2025 – Best Luxury Car Under $100K finalists announced
Watch our video review of the BMW i4 eDrive 35 below:
The post The car that saved BMW from sales decline appeared first on Drive.
