BMW has long been revered for its automobiles, a stable that Cadillac has increasingly sought to compete against on the world stage. Both Cadillac and BMW compete in various segments, including the growing all-electric vehicle market. Here we’ll look at how they fare against one another by looking at raw Cadillac vs. BMW sales figures for the second quarter of 2024.
Total Cadillac sales in the U.S. market fell one percent to 38,455 units during Q2 2024, while BMW sales rose four percent to 91,237 units to outpace Cadillac more than twofold.
Sales Results - Q2 2024 - USA - Cadillac
| MODEL | Q2 2024 / Q2 2023 | Q2 2024 | Q2 2023 | YTD 2024 / YTD 2023 | YTD 2024 | YTD 2023 |
|---|---|---|---|---|---|---|
| CT4 | -35.10% | 1,768 | 2,724 | -35.58% | 3,502 | 5,436 |
| CT5 | -28.82% | 3,841 | 5,396 | -31.29% | 6,863 | 9,989 |
| ESCALADE | +38.60% | 10,069 | 7,265 | +50.17% | 19,204 | 12,788 |
| ESCALADE ESV | -100.00% | 0 | 4,290 | -100.00% | 0 | 7,995 |
| LYRIQ | +441.10% | 7,294 | 1,348 | +465.37% | 13,094 | 2,316 |
| XT4 | -10.11% | 5,154 | 5,734 | -19.78% | 10,033 | 12,507 |
| XT5 | -13.57% | 5,890 | 6,815 | -13.72% | 12,165 | 14,100 |
| XT6 | -16.32% | 4,439 | 5,305 | -10.15% | 9,045 | 10,067 |
| CADILLAC TOTAL | -1.09% | 38,455 | 38,877 | -1.72% | 73,906 | 75,198 |
The Escalade full-size SUV led Cadillac in sales with 10,069 deliveries, accounting for over a quarter of overall sales. As we’ve observed before, this phenomenon is unique to Cadillac, as the marque’s flagship vehicle is also its most popular. Note that sales of the regular-length Escalade and extended-length Escalade ESV are reported on the same line this quarter.
For BMW, which sells twice as many models as GM’s luxury marque, the X3 and X5 crossovers each moved over 18K units.
Sales Results - Q2 2024 - USA - BMW Automobiles
| MODEL | Q2 2024 / Q2 2023 | Q2 2024 | Q2 2023 | YTD 2024 / YTD 2023 | YTD 2024 | YTD 2023 |
|---|---|---|---|---|---|---|
| 2 SERIES | +3.32% | 2,898 | 2,805 | +53.68% | 6,436 | 4,188 |
| 3 SERIES | -25.31% | 5,725 | 7,665 | -1.94% | 14,137 | 14,416 |
| 4 SERIES | -19.45% | 11,088 | 13,765 | -22.62% | 19,935 | 25,762 |
| 5 SERIES | +6.64% | 7,788 | 7,303 | -1.21% | 14,660 | 14,839 |
| 7 SERIES | +10.17% | 2,546 | 2,311 | -1.12% | 5,138 | 5,196 |
| 8 SERIES | -4.15% | 1,411 | 1,472 | -5.55% | 2,875 | 3,044 |
| I3 | * | 0 | * | * | 1 | 0 |
| IX | -14.27% | 3,545 | 4,135 | +0.06% | 6,490 | 6,486 |
| X1 | +39.01% | 5,605 | 4,032 | +61.28% | 11,617 | 7,203 |
| X2 | +1,325.38% | 898 | 63 | +934.04% | 1,458 | 141 |
| X3 | +43.24% | 18,101 | 12,637 | +24.67% | 34,589 | 27,745 |
| X4 | +20.23% | 2,300 | 1,913 | +7.26% | 4,686 | 4,369 |
| X5 | +0.55% | 18,677 | 18,575 | -6.38% | 33,600 | 35,890 |
| X6 | -15.81% | 2,199 | 2,612 | -23.79% | 3,733 | 4,898 |
| X7 | +3.07% | 7,394 | 7,174 | +2.92% | 14,351 | 13,944 |
| XM | -29.53% | 537 | 762 | -7.94% | 1,078 | 1,171 |
| Z4 | -27.49% | 525 | 724 | -17.29% | 928 | 1,122 |
| BMW TOTAL | +3.74% | 91,237 | 87,948 | +3.11% | 175,712 | 170,414 |
The only Cadillac model to finish the quarter in the green was the all-electric Lyriq. By comparison, over half of BMW models posted sales gains, led by the X3 with a 43 percent jump. Note that the leap in sales of the all-new X2 reflects its recovery from a generational changeover.
Sales figures in this report include BMW’s high-performance M models, against which Cadillac competes with its V-Series.
Regardless, Cadillac sales remain far behind BMW even in Cadillac’s home turf, and GM Authority Executive Editor Alex Luft explored why in a recent episode of the Cadillac Society podcast, which you can play/watch above.
Overall sales winner: BMW
Cars
BMW’s lineup of passenger car offerings is three times as broad as Cadillac’s, enabling the German marque to sell nearly six time as many cars during Q2 2024.
Sales Numbers - Cadillac Cars - Q2 2024 - USA
| MODEL | Q2 24 / Q2 23 | Q2 24 | Q2 23 | YTD 24 / YTD 23 | YTD 24 | YTD 23 |
|---|---|---|---|---|---|---|
| CT5 | -28.82% | 3,841 | 5,396 | -31.29% | 6,863 | 9,989 |
| CT4 | -35.10% | 1,768 | 2,724 | -35.58% | 3,502 | 5,436 |
| TOTAL | -30.92% | 5,609 | 8,120 | -32.80% | 10,365 | 15,425 |
Between Cadillac’s two cars, the CT5 sedan sold over twice as many units as the smaller CT4 sedan, though sales of both were in the red.
Sales Numbers - BMW Cars - Q2 2024 - USA
| MODEL | Q2 24 / Q2 23 | Q2 24 | Q2 23 | YTD 24 / YTD 23 | YTD 24 | YTD 23 |
|---|---|---|---|---|---|---|
| 4 SERIES | -19.45% | 11,088 | 13,765 | -22.62% | 19,935 | 25,762 |
| 5 SERIES | +6.64% | 7,788 | 7,303 | -1.21% | 14,660 | 14,839 |
| 3 SERIES | -25.31% | 5,725 | 7,665 | -1.94% | 14,137 | 14,416 |
| 2 SERIES | +3.32% | 2,898 | 2,805 | +53.68% | 6,436 | 4,188 |
| 7 SERIES | +10.17% | 2,546 | 2,311 | -1.12% | 5,138 | 5,196 |
| 8 SERIES | -4.15% | 1,411 | 1,472 | -5.55% | 2,875 | 3,044 |
| Z4 | -27.49% | 525 | 724 | -17.29% | 928 | 1,122 |
| TOTAL | -11.27% | 31,981 | 36,045 | -6.50% | 64,109 | 68,567 |
By contrast, the BMW 4 Series alone posted 11,088 deliveries, roughly twice as much as both Cadillac sedans combined. In addition to sedans, BMW also offers two-door coupes, convertibles, and “four door coupe” variants, while Cadillac currently doesn’t these kinds of these vehicles.
Cars sales winner: BMW
Utilities
Largely displacing traditional cars like sedans, utilities comprise unibody crossovers and body-on-frame SUVs. BMW also outpaced Cadillac in this space, this time almost two-fold during Q2 2024 thanks to a broader product portfolio.
Sales Numbers - Cadillac Utility Vehicles - Q2 2024 - USA
| MODEL | Q2 24 / Q2 23 | Q2 24 | Q2 23 | YTD 24 / YTD 23 | YTD 24 | YTD 23 |
|---|---|---|---|---|---|---|
| LYRIQ | +441.10% | 7,294 | 1,348 | +465.37% | 13,094 | 2,316 |
| XT5 | -13.57% | 5,890 | 6,815 | -13.72% | 12,165 | 14,100 |
| XT4 | -10.11% | 5,154 | 5,734 | -19.78% | 10,033 | 12,507 |
| XT6 | -16.32% | 4,439 | 5,305 | -10.15% | 9,045 | 10,067 |
| ESCALADE | +38.60% | 10,069 | 7,265 | +50.17% | 19,204 | 12,788 |
| ESCALADE ESV | -100.00% | 0 | 4,290 | -100.00% | 0 | 7,995 |
| TOTAL | +6.79% | 32,846 | 30,757 | +6.30% | 63,541 | 59,773 |
Cadillac utility sales were up 24 percent to 32,846 units, with the Escalade being the sales volume leader at 10,069 units, followed by the Lyriq at 7,294 units.
Sales Numbers - Audi Utility Vehicles - Q2 2024 - USA
| MODEL | Q2 24 / Q2 23 | Q2 24 | Q2 23 | YTD 24 / YTD 23 | YTD 24 | YTD 23 |
|---|---|---|---|---|---|---|
| X5 | +0.55% | 18,677 | 18,575 | -6.38% | 33,600 | 35,890 |
| X3 | +43.24% | 18,101 | 12,637 | +24.67% | 34,589 | 27,745 |
| X7 | +3.07% | 7,394 | 7,174 | +2.92% | 14,351 | 13,944 |
| X1 | +39.01% | 5,605 | 4,032 | +61.28% | 11,617 | 7,203 |
| IX | -14.27% | 3,545 | 4,135 | +0.06% | 6,490 | 6,486 |
| X4 | +20.23% | 2,300 | 1,913 | +7.26% | 4,686 | 4,369 |
| X6 | -15.81% | 2,199 | 2,612 | -23.79% | 3,733 | 4,898 |
| X2 | +1,325.38% | 898 | 63 | +934.04% | 1,458 | 141 |
| XM | -29.53% | 537 | 762 | -7.94% | 1,078 | 1,171 |
| TOTAL | +14.17% | 59,256 | 51,903 | +9.58% | 111,602 | 101,847 |
Meanwhile, BMW utility vehicle sales grew 14 percent to 59,256 units, led by the X3 and X5. Those two together outsold all of Cadillac utilities combined. It’s worth noting that BMW offers substantially more models, including “four-door coupe” variants of its regular crossovers, including the X2, X4, X6 and XM.
Utilities sales winner: BMW
EVs
BMW far outsold Cadillac in the all-electric space during Q2 2024, again by nearly two-to-one.
Not included in this section are plug-in hybrid electric vehicles (PHEV), which BMW sells as variants of a few sedans and couple of crossovers. Sales of those are not broken out, but are instead included in their respective sections above. For its part, GM says PHEVs will arrive in 2027 as its own bridge between ICE and EV.
Furthermore, sale figures for BMW’s all-electric variants of three models are included in those of ICE-powered ones, meaning numbers for the i4, i5, and i7 (all BEVs) are included in 4, 5, and 7 Series figures. That skews the results when comparing car sales in the section above.
Nevertheless, Cadillac currently offers just one EV, the Lyriq, which accounted for 7,294 sales for its best performance yet.
Sales Numbers - Cadillac EVs - Q2 2024 - USA
| MODEL | Q2 24 / Q2 23 | Q2 24 | Q2 23 | YTD 24 / YTD 23 | YTD 24 | YTD 23 |
|---|---|---|---|---|---|---|
| LYRIQ | +441.10% | 7,294 | 1,348 | +465.37% | 13,094 | 2,316 |
| TOTAL | +441.10% | 7,294 | 1,348 | +465.37% | 13,094 | 2,316 |
By comparison, BMW posted 14,081 EV deliveries, led by the i4 with 7,066 units, as it alone nearly matched those of the Lyriq.
Sales Numbers - BMW EVs - Q2 2024 - USA
| Model | Q2 2024 / Q2 2023 | Q2 2024 | Q2 2023 | YTD 2024 / YTD 2023 | YTD 2024 | YTD 2023 |
|---|---|---|---|---|---|---|
| Total | +23.8% | 14,081 | 11,376 | +38% | 24,794 | 17,964 |
| i4 | +4.3% | 7,066 | 6,777 | +8.2% | 11,603 | 10,724 |
| i5 | - | 2,541 | 0 | - | 4,780 | 0 |
| i7 | +100.2% | 929 | 464 | +154.6% | 1,920 | 754 |
| iX | -14.3% | 3,545 | 4,135 | +0.1% | 6,490 | 6,486 |
EVs sales winner: BMW
The GM Authority Take
Overall, BMW outsold Cadillac by 52,782 units during the second quarter of 2024.
The German brand’s broader portfolio along with a vastly different brand image has allowed it to dominate Cadillac in terms of sales volume in every arena.
About The Numbers
- All percent change figures and comparisons are year-over-year
- In the United States, there were 77 selling days for Q2 2024 and 77 selling days for Q2 2023
- GM Q2 2024 sales reports:
- GM Q2 2024 sales U.S.A.
- GM Canada sales Q2 2024
- GM Mexico sales Q2 2024
- GM China sales Q2 2024
- GM Brazil sales Q2 2024
- GM Argentina sales Q2 2024
- GM Chile sales Q2 2024
- GM Colombia sales Q2 2024
- Chevrolet Colombia April 2024 sales
- Chevrolet Colombia May 2024 sales
- Chevrolet Colombia June 2024 sales
- GM South Korea sales Q2 2024
- GM South Korea April 2024 sales
- Chevrolet South Korea April 2024 sales
- Cadillac South Korea April 2024 sales
- GM South Korea May 2024 sales
- Chevrolet South Korea May 2024 sales
- GMC South Korea May 2024 sales
- Cadillac South Korea May 2024 sales
- GM South Korea June 2024 sales
- Chevrolet South Korea June 2024 sales
- Cadillac South Korea June 2024 sales
- GM South Korea April 2024 sales
Comments
This is a repeat article, but again Cadillac is not what it used to be. They have Escalade and for EV lovers Lyriq. But Cadillac is going nowhere and will drive sales and profits down!
What is a “repeat article”? We haven’t covered Cadillac vs. BMW in-depth previously…
Alex,
Half of these statistics on Cadillac are repeats. Just a few days ago an article was printed how Lexus beat Cadillac. I guess you could run another competitor tomorrow and say it wasn’t a repeat. Cadillac brand is dying on the vine and anyone who has followed the auto industry knows that their models and days are numbered except for the cash cow of Escalade. Find other things to write about besides how bad Cadillac is doing against his competitors.
Dude they literally cover everything there is to cover in the world of gm and then some and they are almost always first or one of.
As a Cadillac fan, I want to know how they’re doing against their rivals. Knowledge is power but not to you it seems. Stay ignorant, I guess.
Terry – while I appreciate you response, I can’t help but say that your perspective is far removed from reality.
First and foremost, very few know that Cadillac is outsold by its direct rivals, and even fewer can break it down by vehicle type and segment. Hence, the reason for these articles is to shed light on the matter.
Second, just because these follow the same general format does not make them “repeat articles.” It’s obvious that you haven’t begun to appreciate the time required to compile data for a report like this together, let along to write it once the data has been compiled. So no, these are not “repeat article” by any stretch of the imagination, but rather data-driven analysis.
I can’t help but wonder whether these pieces don’t quite line up with some agenda of yours…
Every single one of these competitive comparison pieces requires
Dont shy away from these types of articles, especially ones with structured data. You can never have too much data, but I think a bit more insight from the authors’ take would be appreciated. I would love to be a fly on the wall in a GM meeting, but journalist investigative reporting is the next best thing.
Doug – I agree. These types of articles are very helpful to see where Cadillac is losing.
I think the insight is pretty obvious here and is explained in the article – it’s all about the broader lineup. Also, the podcast they provided with Alex Luft explains the reasons even further.
By insight, I was thinking of understanding demand levels.
I don’t think Cadillac has the capacity to build as many vehicles because of the sibling brands so it would come down to each model and its counterpart. I am curious about how many models they build. For example, the XT4 and X1 are close, are they produced at the same rate? Does one take longer to sell?
Then there’s the EVs. Are Lyriqs still production limited? Do they sell quickly or slowly? It looks like they’ve stopped ICE development for EVs, but at the moment the Lyriq sales are only slightly ahead of the XT5 following a production constraint. Given the smaller profit margins for EVs, how many additional Lyriq sales do we think is a success? If ICE profits help fund EV development, doesn’t that give BMW the advantage?
I live right near a huge “dealers row”. Sadly they are all foreign car dealerships. Driving around, BMW and Tesla are the new Chevy and Ford.
Joe,
What you are writing is so true! I have been involved in the auto industry for over 45 years at some of the highest levels of leadership. The Chevy, Ford and Chrysler factor is now gone when it comes to the USA. The majority of GM’s products are not even made here anymore. The plant with the largest amount of employees is in Mexico and they build and import from China, Brazil, Korea and on and on. The loyalty for Americans to buy Detroit 3 products is gone because the jobs are no longer there in the quantities they were decades ago. They can now buy an import made in Alabama and not worry about buying a blazer or equinox exclusively made in Mexico. Some don’t want to hear it, but Americans support products that help other Americans. GM really does not care about that it is about the bottom line which is money!
Today’s buyers more than ever are looking for contemporary vehicles with high quality and durability. Poor quality vehicles coming from Detroit and the UAW have sent Americans shopping for better vehicles, many of which are built in the US by foreign makers in non- union plants. Tesla prospered because Detroit was blind to the EV market. So it is ironic to now see Detroit suffering because they devoted too much too fast to EV production.