In what he described as his “last work responsibility in New Zealand,” outgoing BMW Group NZ Managing Director Adam Shaver delivered a final, powerful message. As packers worked at his home ahead of a move back to Munich, Shaver painted a picture of a brand not just surviving but thriving in a volatile local market, achieving remarkable growth through a unique and paradoxical strategy that leans into both electric dreams and high-octane performance.
A Tale of Two Markets
The backdrop for the New Zealand auto industry in the first half of 2025 has been undeniably tough. A “very recessionary economy” combined with significant government policy shifts, most notably the scrapping of the Clean Car Discount and EV road user charge exemptions, created a perfect storm of uncertainty. The EV market, in particular, took a staggering blow, reportedly dropping around 70% at the start of the year.
Yet, against this tumultuous background, BMW Group New Zealand posted what Shaver proudly called an “outstanding start to the year”. The numbers speak for themselves:
- BMW brand sales soared by 23% versus the first half of last year.
- MINI brand sales saw even stronger growth, up 40%, driven by a new generation of products.
- This resulted in an overall BMW Group growth of 29% in New Zealand.
The Great Electric Rebound and the “Bookend” Strategy
Perhaps the most startling figure is the brand’s performance in the battered EV segment. While the market reeled, BMW Group’s EV sales surged by an incredible 146% (+58% BMW & +1345.5% Mini). This comeback is so strong that the nearly 400 EVs sold in the first six months of 2025 are already closing in on the total number sold for the entirety of 2024.
This success led Shaver to describe New Zealand as a unique “bookend market”. At one end, you have a massive commitment to electrification, with EVs now accounting for 27% of BMW’s total sales here. Models like the iX1 (up 63%) and the new iX2 are leading this charge.
At the other end of the spectrum is New Zealand’s insatiable appetite for high performance. An incredible 24% of all BMWs sold in the country are M models. This passion saw New Zealand rank #1 globally for M vehicle market share last year, and it is currently “nipping on the heels of Switzerland” for the top spot in 2025. It’s this duality, a huge share for both silent, zero-emission EVs and roaring M-Power beasts, that makes the Kiwi market so dynamic.
The brand’s success wasn’t limited to these bookends. The ever-popular X3 has hit the mark with strong early growth, and the 1 Series hatchback continues to be a customer favourite, ranking as the third best-selling BMW in New Zealand for the past two decades.
Global Strength and a Glimpse of the Future
This local success story is mirrored by global resilience. Despite challenges like market weakness in China, the BMW Group remains the world’s number one premium automotive brand. A key part of this strength is the brand’s forward-looking philosophy, embodied by the “Neue Klasse” (New Class).
Shaver emphasised that this is far more than just a new car launch; it’s a “new philosophy for how we build and develop cars”. The Neue Klasse is built on three pillars: digitalization, sustainability, and circularity, a “cradle to grave” approach that considers the carbon footprint from supplier selection right through to end-of-life recycling. The first vehicle built on this groundbreaking architecture will be produced at a new, cutting-edge factory in Hungary and is set for its official design debut at the IAA Mobility show in Munich in a few months.
The first half of the year was also marked by significant milestones, including:
- The first-ever global vehicle premiere in the Southern Hemisphere with the M3 CS Touring unveiled at the Bathurst 12 Hour.
- The 50th anniversary of the iconic 3 Series, a model Shaver calls his “personal favorite vehicle” that has been a segment benchmark for seven generations.
- The 50th birthday of the visionary BMW Art Car collection, which celebrates artistic freedom through collaboration with world-renowned artists.
As Adam Shaver prepares to leave our shores, he does so with a sense of optimism, watching from afar to see how things develop. He leaves behind a brand that has not only mastered a challenging market but has also proven that in New Zealand, the road ahead can be both electric and exhilarating.
