US BMW dealers say the X7 is too small and urge BMW to develop a bigger X9 SUV to take on the Cadillac Escalade and Lincoln Navigator. Learn more now.
Large luxury SUVs are a staple of the American automotive scene, delivering huge profit margins for brands like Cadillac and Lincoln. While the Cadillac Escalade and Lincoln Navigator dominate the segment, BMW’s biggest offering in the U.S., the BMW X7, is starting to feel undersized.
Dealers Want a Bigger BMW
According to automotive news outlet Carscoops, a growing chorus of U.S. BMW dealers is urging the German automaker to create a new, more massive SUV – tentatively dubbed the BMW X9. The proposed model would be designed to directly challenge the Escalade and Navigator, catering to American buyers who love big, spacious vehicles.
Why the X7 Falls Short
The current X7 measures 5,181 mm in length with a 3,105 mm wheelbase, making it the largest BMW SUV to date. Yet it still trails behind its rivals:
- Standard Cadillac Escalade: 5,382 mm long, 3,071 mm wheelbase
- Escalade ESV (extended): 5,766 mm long, 3,406 mm wheelbase
- Lincoln Navigator: comparable dimensions and a reputation for cavernous interiors
Dealers argue that the size gap translates into a perceived lack of presence on the road, especially for customers who prioritize interior volume and a commanding stance.
Dealer Perspective: More Space Could Mean More Sales
The chairman of the BMW National Dealer Forum in the U.S. suggests that an X9 with three roomy rows and a longer overall footprint could become the flagship of BMW’s SUV lineup. He even floated the idea of branding the model under BMW’s high‑performance Alpina sub‑brand, positioning it to compete with the most powerful Escalade and Navigator trims.
Market Context: SUV Sales Are Booming
Recent U.S. sales figures underscore the appetite for large luxury SUVs:
- 2023 Cadillac Escalade sold 49,366 gasoline units and 8,115 electric versions, starting at $91,100.
- Lincoln Navigator sales rose 42.8% to 22,185 units in 2024.
- Infiniti’s QX80 achieved a record 13,590 units, up 31.4%.
These numbers reflect a broader trend: consumers are gravitating toward bigger, more luxurious crossovers.
Challenges Ahead for an X9
BMW has not yet confirmed plans for an X9, and if it proceeds, a launch date remains unknown. A key obstacle is the platform architecture. Most ultra‑large U.S. SUVs use a body‑on‑frame chassis borrowed from trucks—a construction BMW does not currently employ in its lineup. Additionally, the modest sales of BMW’s high‑performance XM SUV may give executives pause before committing to a massive new project.
What Could the Future Hold?
If BMW decides to move forward, the X9 could reshape the brand’s image in the American market, offering a true competitor to the Escalade and Navigator while expanding BMW’s appeal to buyers who prioritize size over sportiness. Until then, dealers will continue pressing the headquarters for a bold, larger‑than‑life SUV that meets the expectations of the U.S. luxury market.