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For the first time since 2011, BMW has claimed the top spot in Australia’s sports car market, with the BMW 2 Series coupé emerging as the best-seller in 2024. This victory ends a long-standing reign by rivals like the Subaru BRZ and Ford Mustang, though industry experts suggest it may be a temporary win with the new Mustang poised to reclaim dominance later this year.
Data from the Federal Chamber of Automotive Industries (FCAI) highlights a strong performance by BMW, with 1565 units of the 2 Series sold in 2024. This marks a 34.5% increase compared to the previous year despite falling short of the model’s peak in 2016. Meanwhile, the Subaru BRZ, last year’s leader, saw sales dip 37.7% to 980 units, while the Ford Mustang recorded 1465 units, its weakest showing since its Australian debut in 2016.
The decline in Mustang sales was largely attributed to supply challenges. Production of the previous generation ceased in mid-2023, leaving limited inventory until the new model’s late arrival. Ford quickly gained momentum once the updated Mustang hit showrooms, with 1446 units sold in just five months. If this pace continues, analysts predict the Mustang will surpass 3500 sales in 2025, reclaiming its position as Australia’s favourite sports car.
While the sub-$80,000 sports car category saw a 25.6% drop in overall sales last year, the higher-end market experienced growth. Models priced between $80,000 and $200,000, including the BMW 2 Series and Porsche 718, saw a modest 1.7% rise in sales. The luxury segment above $200,000 also flourished, led by record-breaking sales of the Porsche 911, which accounted for half the vehicles sold in that class.
BMW’s triumph in 2024 underscores the evolving dynamics of the Australian sports car market, where shifts in model availability and buyer preferences continue to shape the leaderboard. Whether the 2 Series can hold its ground remains to be seen as fresh contenders enter the race.
