BMW Overtakes Mercedes as Germany’s Top Premium Car Brand in 2025

BMW has formally claimed the premium crown in its residence market of Germany—no less than when industrial automobiles are excluded. Based on the newest figures from the Kraftfahrt-Bundesamt (Federal Motor Transport Authority, KBA), BMW recorded 119,084 new registrations within the first half of 2025. On paper, Mercedes-Benz seems to take care of the lead with 126,964 registrations, however that determine consists of 1000’s of economic automobiles just like the Citan, Vito, Sprinter, and numerous heavy-duty vans.

When focusing solely on premium passenger automobiles, BMW pulls forward, whereas Mercedes falls to 114,126 models, even when together with the V-Class—a mannequin that blurs the road between industrial van and luxurious folks mover. Audi maintained a secure place within the German market through the first half of 2025, delivering roughly 103,000 automobiles. Whereas that marks a slight lower in comparison with the identical interval in 2024, general demand remained comparatively constant.

A Turning Level within the Premium Phase?

The information displays greater than only a statistical anomaly. For years, BMW has been the worldwide chief in premium automobile gross sales, reclaiming that place in 2021 and holding it steadily since. However in Germany, Mercedes-Benz had managed to retain its home benefit—till now. Whether or not this alerts an enduring change or just a mid-year deviation stays to be seen. Market management amongst Germany’s large three—BMW, Mercedes, and Audi—has all the time been a detailed and shifting contest. Nonetheless, BMW’s home win is notable, particularly given the symbolic significance of a model’s efficiency in its residence nation.

The Electrical Issue

A key piece of BMW’s current success lies in its efficiency within the electrical automobile phase. Within the first half of 2025, BMW not solely led all premium manufacturers in EV registrations but additionally outpaced each mass-market model besides Volkswagen. That’s a exceptional achievement for a luxurious automaker and underscores the model’s momentum because it prepares to roll out its next-generation Neue Klasse electric vehicles beginning in 2026.

Nonetheless, competitors is heating up. Audi’s electrical gross sales have grown considerably this yr, displaying that the EV phase stays fluid. The introduction of recent fashions, pricing methods, and buyer response to rising platforms like BMW’s Neue Klasse will all play decisive roles going ahead. [Via BimmerToday]