BMW Extends U.S. Sales Lead Over Mercedes-Benz and Audi in 2025

BMW is holding agency to its place because the top-selling premium model within the U.S., pulling forward of each Mercedes-Benz and Audi within the first half of 2025. Based on newly launched gross sales knowledge, BMW moved 178,499 vehicles via the primary six months of the 12 months—up 1.6% in comparison with the identical interval final 12 months. In the meantime, Mercedes-Benz noticed a 6% drop with 142,000 items bought, and Audi fell even additional, reporting a 12% year-over-year decline to simply 81,951 items.

It’s a well-known however important pattern. Whereas all three German automakers are adapting to shifting shopper demand, electrification, and macroeconomic strain, solely BMW has posted year-over-year progress.

Automobiles, Not SUVs, Are Main BMW’s U.S. Progress

Curiously, BMW’s 2025 momentum hasn’t come from its normal stronghold—SUVs—however quite from its automotive lineup. Passenger automotive gross sales are up 11.2%, totaling over 85,000 items up to now this 12 months. Solely two nameplates—the 5 Sequence and eight Sequence—have slipped, with the M8 having recently lost a few variants. In any other case, the remainder of the sedan and coupe lineup has been performing nicely. SUVs have seen a decline, with gross sales falling 5.9% to simply over 92,000 items. That shift is noteworthy in an SUV-dominated market however hasn’t slowed the model’s general trajectory.

BMW’s electrical automobiles stay regular. The model’s EV gross sales are down simply 0.7% year-to-date, with robust performances from the i4 (up 10.7%) and iX (up 3.9%). The i5 and i7, nevertheless, are down by 30.3% and 11% respectively.

Mercedes-Benz Faces a Combined Image

Mercedes-Benz trails BMW by over 36,000 automobiles within the U.S. market. Its 6% drop from final 12 months is partly offset by a stronger second quarter—Q2 gross sales hit 74,600 items, an 11% soar from Q1. However van gross sales, lengthy a dependable pillar for the model, are down sharply. By the primary half of 2025, Mercedes bought simply 15,700 vans—a 42% lower from the earlier 12 months.

Audi Slips Additional Behind

Among the many three, Audi is clearly dealing with the steepest challenges. With gross sales down 12% to 81,951 automobiles within the first half of 2025, the model is now lower than half of BMW’s U.S. quantity. The decline has been broad. Solely three fashions—the A7, Q7, and Q8—posted gross sales progress this 12 months. Audi’s mainstay Q5 is down 7%, and the R8 and TT have been phased out, explaining their near-total gross sales collapse.

Including to the priority: Audi’s second-quarter efficiency was weaker than the primary. The corporate bought over 42,000 automobiles in Q1 however simply over 39,000 in Q2. Audi is within the midst of rolling out new fashions, together with the Q6 e-tron and up to date A5 household, which can assist reverse its course. For now, although, the gross sales hole continues to develop.

Quite a bit can nonetheless occur within the closing six months of the 12 months—particularly with new EVs, financial uncertainty, and tariff dynamics in play—however for now, BMW is comfortably main the luxurious pack in the US.