BMW from North America presented its sales figures for 2025 in the first quarter and presented a nuanced landscape of both commendable successes and remarkable challenges in its diverse model range.
In the first quarter of 2025, the BMW brand reported a total of 87,615 vehicles in the USA and marked an increase of 3.7% compared to the 84,475 units sold in the same period of the previous year.
Electric vehicles: charge of the load
BMW’s obligation to electrify is obvious, whereby Battery Electric Vehicle (BEV) has achieved 13,538 units – a significant increase in 26.4% compared to the 10,713 units sold in the first quarter of 2024.
BMW i4: As an outstanding performer, the i4 immersed a remarkable increase of 57% with 7,125 units compared to 4,537 in the previous year.
BMW IX: The IX also showed robust growth, whereby sales rose by 23.1% to 3,626 units, compared to 2,945 units in the first quarter of 2024.
BMW i5 and i7: Conversely, these models were faced with the headwind. The i5 recorded a decline of 15.2% with 1,899 units sold, while the i7 recorded a decrease of 10.4% of a total of 888 units.
Model highlights: winners and losers
BMW Z4: The Z4 Roadster experienced a revival, whereby sales rose by 29% to 520 units. Based on our conversations with BMWNA representatives, this is connected directly to the return of the switching transmission to the hand switch package.
BMW X2: The X2 recorded an amazing increase of 133.4%. However, it is important to note that the deliveries of the second generation model began in March 2024 and comparisons were less uncomplicated compared to the previous year.
BMW XM: In relation to the challenges, the XM demand decreased by 25.1%, with only 405 units sold in the first quarter of 2025. Could BMW miss the brand with the excessively aggressive XM?
BMW 8 series: The 8 series experienced a significant downturn, whereby sales of 32.4% to 990 units fell, which indicates potential challenges in luxury coupé and convertible segments.
BMW X4: Make an anticipation of retirement, the sales of the X4 decreased by 40%, since BMW announced that there will be no direct replacement, which may direct customers in the direction of the larger X2 of the second generation.
Market context
In March 2025, 8.8% was increased in the US automotive market, which was influenced by a pre-tariff purchase. Consumers intended, expected to avoid new import tariffs.
Look ahead
Sebastian Mackensen, President and CEO of BMW from North America, expressed optimistic and explained: “BMW remains in a strong position in the USA where the majority of vehicles we sell on this market are also gathered in this market.”
Customs could have a negative impact on BMW what this room. While the US crossovers are less affected, they still contain 30% of the components, so that they are exposed to a percentage of the same tariff that affects the German -Made -BMW.
