BMW has just won a big win against Mercedes-Benz. In the third quarter of 2025, BMW sales rose by 8.8 percent worldwide, while Mercedes deliveries declined by 12 percent-one of the biggest differences between the two German luxury giants in years.
Between July and September, Mercedes moved 441,500 cars and another 83,800 van, but even that could not stop the decline. Meanwhile, BMW delivered 514,620 vehicles from the BMW brand, an increase of 5.7 percent. If you add Mini, Rolls-Royce and BMW M, the BMW Group came to a total of 588,300 units.
However, it is not only the headlines, but also on where these sales came from and how different each brand in the global markets cut off.
BMW is gaining ground in the United States while Mercedes loses driving
The American market was a story with two very different results. The quarter was brutal for Mercedes. Sales fell by 17 percent to 70,800 units, burdened by tariffs and slowing down luxury demand. Meanwhile, BMW continued to storm-US deliveries rose by 24.9 percent to 104,163 units and thus marked one of the best quarters of the brand in recent years.
The strong demand for SUVs such as the X5 and
China remains hard, but BMW cuts off better
China is still a problem for both brands, but Mercedes had to accept a much larger blow. Sales fell by 27 percent to 125,100 units, while BMW limited the decline to 11 percent with 147,121. In fact, cars from the BMW brand alone increased slightly by 0.4 percent in the year – a small but meaningful victory in a slowdown market.
The pattern remained all over Asia. Mercedes lost 22 percent, while BMW remained almost unchanged with 206,156 units. Both car manufacturers are exposed to hard competition from local electric vehicle manufacturers, but the broader offer and the brand positioning of BMW seem to cushion the blow.
Europe and Germany maintain the dynamics of BMW
In Europe, both brands recorded slight growth, but BMW was much stronger. Mercedes deliveries rose by 2 percent to 160,800, while BMW’s deliveries increased by 9.3 percent to 239,620.
At home in Germany, the difference was even clearer. BMW sold 72,939 units, an increase of 12.3 percent compared to 51,600 units of Mercedes, which corresponds to a modest improvement of 3 percent. The gap illustrates how the newer product range and the fresher product mix from BMW-from compact models to plug-in hybrids-are still well received by buyers.
Electrical gap: BMW continues to rise, Mercedes stops
The race for electrification is another area in which the gap is getting bigger. Mercedes-Benz delivered 42,600 BEV in the third quarter, almost identical to the previous year’s value. Flaches growth at a time when competitors win the ground indicates difficulties for Stuttgart.
The BMW Group, on the other hand, moved 151,282 electrified vehicles (including BEV and PHEV models), which corresponds to an increase of 8 percent compared to the previous year. Of these, 102,864 pure electric vehicles were only 0.6 percent less than in the third quarter of 2024, but still 10 percent more over the course of the year.
The United States is still a weak point for BMW electric vehicles, since electrical purchases decreased by 2.8 percent in the last quarter. However, with the upcoming new class IX3 and the i3 sedan, BMW seems to be better positioned for the long-term growth of electric vehicles.
Submarches increase the advantage of BMW
BMW’s strength is also based on its sub -brands, which developed exceptionally well in this quarter. Mini recorded a massive increase of 37.5 percent to 72,376 units, driven by the strong early demand for its new electric models. BMW M rose by 11 percent to 52,220 units and Rolls-Royce rose by 13.3 percent to 1,304 units-proof that the dynamics of the BMW Group also stops in the ultra-luxury range.
This diversification gives BMW a lead. With several profitable business areas-from electrical minis to M-performance cars-the company can better master regional challenges than Mercedes, which relies more on its core range.
The way ahead
Both car manufacturers are preparing for the decisive year 2026. Mercedes will bring its new EQ-inspired GLC and revised compact models onto the market, while BMW is preparing for the debut of its new-class sedan i3 and his IX3 SUV-vehicles that could determine the next decade for the brand.
For the time being, however, the numbers speak for themselves. BMW is not only in front, it also pulls away.
In the third quarter of 2025, BMW sold 514,620 vehicles from the BMW brand, 5.7 % more than in the previous year. Including Mini, Rolls-Royce and BMW M, the BMW Group reached a total of 588,300 units, an increase of 8.8 %.
Mercedes-Benz sold 441,500 cars in the third quarter of 2025, 12 % less than 2024, and 83,800 vans, also below the previous year.
BMW clearly exceeded Mercedes worldwide and recorded almost 147,000 other vehicles delivered in the third quarter of 2025.
BMW’s US sales rose by 24.9 % to 104,163 units, while the Mercedes sales decreased by 17 % to 70,800.
The BMW Group sold 151,282 electrified vehicles (BEV + PHEV) in the third quarter of 2025, an increase of 8 percent compared to the previous year. Of these, 102,864 were fully electric, which corresponds to a decline of only 0.6 percent compared to 2024, but an increase of 10 percent since the beginning of the year.
