BMW officially claimed the Premium crown in its home market of Germany – at least when commercial vehicles are excluded. According to the Latest Figures from the Motor Transport Authority (Federal Transport Authority, KBA), BMW Recorded 119.084 New Registration in the First Half of 2025. On Paper, Mercedes-Benz Appears to Maintain The Lead With 126.964 Registration, But that Figure Includes Thousands Of Commercial Vehicles Like the Citan, Vito, Sprinter, and Various Heavy-Duty Trucks.
BMW focuses exclusively on premium car vehicles and falls on 114.126 units, even if the V-Class is included-a model that blurred the border between commercial van and luxury people-mover. Audi had a stable position on the German market in the first half of 2025 and delivered around 103,000 vehicles. While this marks a slight decline compared to the same period in 2024, the overall demand remained relatively consistent.
A turning point in the premium segment?
The data reflects more than just a statistical anomaly. BMW has been in the area of premium vehicles worldwide for years, has recalled this position in 2021 and has steadily captured since then. But in Germany Mercedes-Benz had managed to keep his home advantage-now. It remains to be seen whether this signals a permanent change or simply a deviation in the middle year. The market leadership among the Germany’s big three – BMW, Mercedes and Audi – was always a closer and changed competition. However, BMW’s domestic victory is remarkable, especially in view of the symbolic importance of the performance of a brand in his home country.
The electrical factor
An important piece of BMW’s latest success lies in its performance in the electric vehicle segment. In the first half of 2025, BMW not only led all premium brands in EV registries, but also exceeded every brand mass market with the exception of Volkswagen. This is a remarkable performance for a luxury car manufacturer and underlines the dynamics of the brand because it is preparing to arrange its new class electric vehicles from 2026.
Nevertheless, the competition heats up. Audi’s electrical sales are increased significantly this year, which shows that the EV segment remains fluid. The introduction of new models, price strategies and customer response to aspiring platforms such as the new class from BMW will play decisive roles in the future. [Via BimmerToday]
