BMW Outsells Cadillac More Than Twofold During Q2 2024

Cadillac recorded 38,455 new vehicle deliveries during the second quarter of 2024 in the U.S. The results are flat compared to those during the year-ago quarter, with the battery electric Lyriq stealing the show with a massive jump in sales to nearly 7,300 units. Taken at face value, the results are pretty good, especially for the Lyriq, but how do they compare to one of Cadillac’s primary rivals in the luxury space – BMW?

1. Total includes limited models where Cadillac and BMW compete directly.
2. Total includes models offered by BMW with which Cadillac does not compete.

During the same quarter, the BMW brand recorded 91,237 new vehicle deliveries – outselling Cadillac more than twofold. Granted, Cadillac has a smaller vehicle portfolio than BMW, as the former has no rivals to the 5 Series, 7 Series, 8 Series, XM or the Z4 roadster. Regardless, limiting the comparison to segments where the two luxury marques compete directly nets the German brand 78,530 deliveries, nearly twice as much as Caddy. In other words, about two BMWs were sold for every one Cadillac during Q2 2024 in Cadillac’s home market.

This turn of events shows that Cadillac not only lacks a complete model lineup to go head-to-head with BMW, but that it’s also losing to the German brand in most segments where the two compete directly. In fact, BMW outsells Cadillac in all but two segments: full-size luxury SUVs (Escalade vs. X7) and D-segment electric SUVs (Lyriq vs. iX). As Cadillac Society reported earlier this year, the fact that a BMW model (X7) now makes up around 70 percent of Escalade sales might be worrisome for Cadillac, given the importance of the Escalade for its sales volume and financial health. Here’s to hoping that Caddy’s upcoming EV offensive turns this rather unfavorable position on its head.

Subscribe to Cadillac Society for twenty-four-seven Cadillac news coverage. We also invite you to join the latest discussions in our Cadillac forums.