According to Newest Cars, BMW US luxury car sales 2025 closed the year as the leading brand in the U.S. luxury market, delivering 388,897 vehicles—a 4.7% increase from 2024—outperforming both Mercedes-Benz and Lexus.
The report highlights the growing gap between BMW and Mercedes-Benz. Mercedes sold 303,200 passenger cars in 2025, up just 1% from the previous year, leaving an 85,697-unit deficit. Lexus overtook Mercedes-Benz with 370,260 deliveries, pushing Mercedes into third place. Even when including 40,000 commercial vans, Mercedes-Benz’s total of 343,200 units still lagged nearly 46,000 units behind BMW’s passenger car performance alone.
BMW’s advantage expanded steadily throughout 2025. In the first half, BMW delivered 178,499 units versus 142,000 for Mercedes. By the third quarter, BMW surged 24.9% to 104,163 units, while Mercedes-Benz fell 17%, according to Newest Cars.
The report credits BMW’s broad product lineup for its success. The X3 and X5 led sales, while the 3 Series sedan and M performance models also contributed. Even amid a tariff-impacted market, BMW’s offerings resonated with American luxury buyers, while Mercedes struggled to maintain momentum.
Mercedes-Benz saw strength primarily in SUVs. The Alabama-built GLE posted 14% growth over 2024, capped by a 12% fourth-quarter surge. The GLC also recorded a 20% year-over-year increase. However, commercial van sales fell 14% to 40,000 units, and passenger car sales remained mostly flat as competitors deployed aggressive incentives and new models.
Performance models were mixed. Mercedes-AMG set a record with 12% growth, the G-Class jumped 26%, the CLE coupe rose 53%, and the GLA increased 21%. BMW maintained momentum across M models and SUVs despite a 16.7% drop in pure electric vehicle deliveries following the end of federal incentives.
According to Newest Cars, BMW’s broad growth across multiple segments confirms its stronger foothold in the U.S. luxury market, while Mercedes-Benz relied heavily on a few SUV models to remain competitive.