ATL Autobahn, local dealers for the BMW brand of vehicles, took the time to celebrate with their customers at LUMINOUS, an end-of-year Christmas party held on Saturday, December 20, 2025, at Bridget Sandals, 90 Hope Road, St Andrew.

“This event is long overdue. LUMINOUS is to say thank you to all our BMW customers for 2025 for supporting the brand. For continuing to remain loyal,” Uche McLean, head of business, ATL Autobahn, told the Jamaica Observer’s weekly Auto magazine.

McLean, having moved to his current position about a year ago, has been impressed by the devotion Jamaicans have shown to the Bavarian marque.

“I have never experienced, one would say, this level of brand loyalty in all the brands that I’ve represented here in Jamaica. BMW people, you cut them, they bleed BMW, and so we felt it was important before the end of the year to just ensure that our customers feel appreciated and that they’re hosted in a way that is aligned with the premium nature of BMW.”

Guests were treated to music, food, and drink in a relaxed environment. They were able to browse the footwear and accessory offerings of the Bridget Sandals store while surrounded by several of the prominent BMW models.

McLean explained the brand continues to do well, despite the challenges posed by the recent passing of Hurricane Melissa.

“BMW continues to dominate as Jamaica’s number one premium brand. It has been for many years, and will probably continue be just because of the model line-up, and then all the innovations offered in the different BMW models,” he said.

The effect of Hurricane Melissa was mostly felt on the western end of the island, with the Montego Bay showroom escaping any major damage. Plans were put in place to ease the burden on both customers and staff affected by the storm until the current normalcy returned.

“The brand is doing well. We will pretty much sell the same number of cars we sold last year. That’s a good sign in a year we were ravaged by a hurricane,” he continued.

Leading the sales charge is the BMW X4, but McLean said things weren’t so clear-cut.

“This is a neck-and-neck situation between the BMW X4, the outgoing model, and the BMW X3. I think by the end of the year, I think the BMW X3 will edge out the X4,” he signposted.

The BMW X4 SAV, a perennial sales hit for the brand, has seen its production come to a close as of November. It will return to the range as an all-electric vehicle in the coming months.

“Jamaican people love the X4, so it’s sad to see that model go. It may be replaced by a full EV version some time next year,” he said.

For McLean, the strategy going forward is to fill the gap with the X3 and its further variants due next year.

There will also be a lot of activity in 2026 as BMW has unveiled the all-new iX3 featuring the Neue Klasse design language and technology. It is expected to hit local shores in the middle of 2026.

Kellise Wong, group marketing manager, ATL Automoive Group, pauses for our lens at Luminous. (Photo: Rory Daley)

Uche McLean, head of business, ATL Autobahn, and Jeanel Bowla, sales manager, ATL Autobahn, celebrate with BMW customers at its end-of-year Christmas mingle, LUMINOUS, held on Saturday, December 20, 2025, at Bridget Sandals, 90 Hope Road, St Andrew.(Photo: Rory Daley)