I think the article's numbers are wrong. BMW reports Q1 2013 global sales of 7 series as 12,390, not 2,338.

http://www.bmwgroup.com/e/0_0_www_bmwgroup_com/investor_rela...

Sales of the BMW1 Series totalled 53,906 units, almost equalling the previous year’s level (–0.5%). During the quarter ended 31 March 2013 we sold 109,309 units ofthe BMW 3 Series, a jump of 19.9% compared to the previous year. 85,731 BMW 5 Series vehicles were delivered to customers worldwide (+4.3%). Sales of the BMW 6 Series rose sharply to 6,174 units (+32.7%). The BMW 7 Series was handed over to 12,390 customers (–30.3%). The number of BMW Z4 sold fell to 2,982 units (–28.0%).