BMW Accelerates Electrification in Mexico

Amid intensifying competition and the arrival of new global players in the Mexican market, German automaker BMW aims to accelerate electrification in Mexico, increasing the share of fully electric vehicles in its sales from a projected 7% by the end of 2026 to between 25% and 30% by 2030. To achieve this goal, the company plans to launch 40 new models featuring Neue Klasse technology, its sixth-generation vehicle platform, Diego Camargo, CEO of BMW Group Mexico, revealed.

The strategy is expected to reinforce BMW's leadership in Mexico's luxury vehicle segment, with some of the new models set to be manufactured at the company's plant in San Luis Potosí.

Amid growing competition from Chinese automakers introducing new technologies to the Mexican market, “we have been hesitant to showcase all the technology the BMW Group has possessed for years and everything that is yet to come,” said Maru Escobedo, CEO of BMW Latin America.

As early as 2027, the San Luis Potosí plant is scheduled to begin production of two models from BMW's new generation: the iX3 SUV and the BMW i3. This move will further strengthen Mexico's strategic role in the company's global mobility operations.

Meanwhile, Camargo noted that BMW's sales strategy has remained resilient, with the brand recording a relatively limited 4% decline in sales volume. Approximately one in three luxury vehicles sold in Mexico belongs to the Bavarian automaker, a share that rises to 37% when the MINI portfolio is included.

“We are very fortunate to work in a resilient sector... People are postponing some purchases amid macroeconomic uncertainty and uncertainty surrounding the free trade agreement, but the sector will regain momentum,” the executive said.

Regarding potential changes to tariffs and taxes, BMW executives emphasized that their priority is to maintain stability across the value chain while protecting the profitability of both the automaker and its dealer network.