BMW holds the position as the best-selling premium brand in the USA in the USA. In the first half of 2025, BMW carried out vehicles in the first six months of the year in the first six months in 178,499 compared to last year 178,499. In the meantime, Mercedes-Benz recorded a decline of 6% with 142,000 units sold, and Audi fell even further and reported a decrease of 12% to only 81,951 units compared to the previous year.
It is a familiar but considerable trend. While all three German car manufacturers adapt to the shift in consumer demand, electrification and macroeconomic pressure, BMW only has growth during the course of the year.
Cars, no SUVs, lead the US growth from BMW
Interestingly, the dynamics of BMW 2025 do not come from its usual stronghold – SUVs – but rather from its car structure. The sales of passenger car rose by 11.2%and has implemented over 85,000 units this year. Only two type signs – the 5 and 8 series – have slipped, with the M8 recently lost a few variants. Otherwise, the rest of the limousine and coupé setup has achieved a good performance. SUVs recorded a decline, whereby sales decreased by 5.9% to a little more than 92,000 units. This shift is remarkable in a market dominated by SUV, but has not slowed the brand’s general trajectory.
The BMW electric vehicles remain stable. EV sales of the brand have decreased by only 0.7%annually, with strong services from the i4 (plus 10.7%) and IX (plus 3.9%). However, the i5 and i7 declined by 30.3% and 11%.
Mercedes-Benz stands in front of a mixed picture
Mercedes-Benz drives BMW with over 36,000 vehicles on the US market. The decline of 6% compared to the previous year is partly balanced by a stronger second quarter – the sales of Q2 reached 74,600 units, a jump of 11% compared to the first quarter. But van sales, long a reliable pillar for the brand, have dropped greatly. In the first half of 2025, Mercedes sold only 15,700 Vans – a 42 %decline compared to the previous year.
Audi slips further behind it
Among the three, Audi clearly faces the steepest challenges. With a turnover of 12% to 81,951 vehicles in the first half of 2025, the brand is now less than half of the US volume of BMW. The decline was wide. Only three models – the A7, Q7 and Q8 – promoted sales growth this year. Audi’s main support of Audi has dropped by 7%and the R8 and TT have been eliminated, which explains the collapse of the almost comprehensive sales.
In addition, Audi’s performance in the second quarter was weaker than the first. The company sold over 42,000 vehicles in the first quarter, but just over 39,000 in the second quarter. Audi is located in the middle of the introduction of new models, including the Q6 e-tron and the updated A5 family, which can help to reverse their run. At the moment, however, the sales gap continues to grow.
A lot can happen in the last six months of the year – especially with new EVS, economic uncertainty and tariff dynamics in the game – but for now BMW conveniently leads the luxury package in the USA.
