BMW is a premium passenger car and motorcycle original equipment manufacturer, home to the brands BMW, Mini Cooper, Rolls-Royce, and BMW Motorrad. BMW sold 2.8 million vehicles in 2023 (2.6 million being passenger cars). In terms of sales volumes, Asia and Europe are BMW’s largest regions, contributing 39% and 38%, respectively. BMW’s core competence is in the "affordable" luxury channel, with limited exposure to high-end priced vehicles.