Here’s the solution that prevented the BMW Z4 sales slump in the US

The BMW Z4 roadster in the US was at risk of being overshadowed by competitors: demand for sports convertibles has been steadily declining in recent years, and the model’s sales numbers have long been unimpressive. However, in 2024 the situation changed unexpectedly. Z4 sales not only didn’t drop but even grew by 13.1 percent compared to the previous year. What helped avoid the slump?

Sales of the BMW Z4 roadster in 2024 delivered an unexpected result: American buyers overwhelmingly chose the version with a manual transmission. According to the company, the manual became the key driver of demand growth for the model and even managed to outsell the automatic version. 65 percent of customers opted for the six-speed.

BMW reported that 2,129 examples of the Z4 were sold in the US in 2024, of which around 1,400 cars came with the six-speed manual. This outcome is surprising considering the relatively low production numbers of the Z4 overall.

Compared to 2023, model sales grew by 13.1 percent: that year, American customers bought 1,883 cars. BMW emphasized that the introduction of the manual gearbox was the driver behind this growth, and customer feedback has been described as “truly enthusiastic.”

It is important to note that the manual transmission in the US is available exclusively with the Z4 M40i. This version features a 3.0-liter inline-six turbocharged engine producing 382 horsepower and is offered with the Edition Handschalter Package. This package adds the manual gearbox and several options for an extra $3,500. Thus, the minimum cost of the Z4 M40i with a manual in the 2025 model year is $71,675.

The base Z4, equipped with a 2.0-liter turbocharged four-cylinder producing 255 horsepower, remains available only with an automatic transmission.

Interestingly, the percentage of Z4 sales with the manual matched the figures of its sibling model, the Toyota Supra, which shares the same platform. In 2024, 65 percent of US Supra buyers chose the manual, compared to just 43 percent in 2023. As a result, around 1,700 Supras were sold with the six-speed gearbox.

BMW notes that the Z4’s manual success is not unique. Since 2022, nearly half of US buyers of the compact BMW M2 have opted for a manual. At the same time, the popularity of the gearbox among larger models is declining: in 2024 only 20 percent of BMW M3 customers and just 15 percent of BMW M4 buyers chose the manual over the automatic.

Thus, the success of the Z4 in the US demonstrates that for sports cars, the direct connection between driver and machine offered by a manual gearbox remains highly valued — and it was this that ultimately saved the model’s sales.

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