BMW overtakes Mercedes-Benz in 2024 luxury saloon sector
| 13 February 2025, 08:45
BMW overtook Mercedes-Benz as the leading seller of luxury limousines for the first time in 2024, with combined sales of 7-series and i7 beating combined S-Class and EQS sales.
The bulk of cars in this segment are bought by chauffeurs, and the sales figures underline the success of the BMW i7 (pictured) in the London chauffeur market. The car was voted Chauffeur Car of the Year in the 2025 Professional Driver Car of the Year Awards last month.
In 20204, BMW registered 621 i7s and 272 PHEV 7-series models, giving a total of 893 units in the luxury sector. Mercedes-Benz recorded 479 S-Class registrations and 403 for the EQS saloon, a total of 882 units.
The market has effectively become a two-horse race, with Audi selling only 128 A8s and Lexus selling just 3 LS models in 2024. The only other significant seller of large four-door luxury cars was Porsche, which sold 584 Panameras, though few of these are bought for chauffeuring.
Jaguar exited the sector several years ago, while Rolls-Royce sold just 50 Ghost saloons in the UK, and Bentley registered 135 Flying Spurs. Maserati sold a single Quattroporte; a new version is expected in the future.
Meanwhile Mercedes-Benz has discontinued the standard wheelbase S-Class for all models except the Mercedes-AMG S 63 E Performance editions. All other diesel and plug-in hybrid models are now exclusively long-wheelbase cars. Prices start at £98,015 for the S350d AMG Line Premium long-wheelbase.
