Buyers are Rejecting the New BMW 2 Series
The BMW 2 Series is perhaps one of the more underrated sports cars on sale right now. A blend of luxury and punchy performance make it an endearing contender. But high pricing and a wealth of newer, more compelling choices have slowed 2 Series Coupe sales to a crawl. As BMW shifts toward premium luxury and EVs, it begs the question: how long will the non-M 2 Series stick around?
Analyzing BMW 2 Series sales in 2023
When looking at the latest sales figures it’s important to remember that BMW does not differentiate between the Coupe sports car and Gran Coupe four-door sedan in its data. That alone makes it difficult to parse which model has fallen off a sales cliff so far in 2023. However, looking at the overall landscape, this marks the second year in a row in which BMW’s smallest offering saw a sales slump.
Sales peaked in 2021 when BMW sold 15,684 2 Series models across the board. That figure dipped to just 11,551 in 2022. Thus far in 2023, the baby BMW is off by another 44.95%, according to data gathered by GoodCarBadCar. That slump worsened in June, as the 2 Series sold 19.68% fewer models than it did the month prior.
Is the BMW 2 Series a good car?
Because the two 2 Series body styles are so different, it’s hard to quantify whether the BMW 2 Series is a good car. The 2 Series Coupe is a two-door, four-seat sports car with rear-wheel drive and an engaging driving dynamic.
Meanwhile, the Gran Coupe is a front-wheel drive, four-door, five-seat sedan that is more tailored to daily driving and commuting. Both have their strengths and weaknesses, and the buyer response says that both are good cars overall.
Those seeking a sports car will appreciate the new BMW 2 Series Coupe, both with the 2.0-liter four-cylinder turbo and the 3.0-liter inline-six turbocharged M240i. The base car is good for 255 horsepower and 295 pound-feet of torque and provides plenty of punch for a daily-driven sports car. Meanwhile, the M240i delivers a stunning 382 horsepower and 369 pound-feet of torque. This raucous powertrain packs a wallop, taking the sports car to 60 mph in just 4.1 seconds.
Meanwhile, the Gran Coupe is more focused on daily comfort over driving dynamics. With its front-drive setup, it is both efficient and stable – perfect for commuting in comfort.
And while both the Coupe and Gran Coupe offer xDrive all-wheel drive, the Coupe balances that power split toward the rear while the Gran Coupe remains front-biased.
Why is BMW’s smallest sports car struggling?
While the last-gen F22 2 Series Coupe was one of the best-looking sports cars out there, the new model has much more polarizing looks. The more muscular style speaks to some and is a turn-off for others, hurting the baby Bimmer’s universal appeal.
Then there is the price. Vast improvements to the GR86 and Subaru BRZ formulas coupled with the introduction of the Integra Type-S, GR Corolla, and new Nissan Z mean that the sports car hype isn’t really with BMW at the moment. With so many splashy debuts and a polarizing design, it’s not much of a surprise to see the 2 Series slipping. Even if it is enjoyable to drive.
