BMW in the U.S. in 2025: Still the King of Luxury Cars?
🚘 BMW in the U.S. in 2025: Still the King of Luxury Cars?
Thinking of buying a luxury car in 2025?
Hold on. You need to know what’s really happening with BMW in the United States this year.
The German automaker is still a powerful brand—but not everything is running smoothly. The truth is, many U.S. buyers are rethinking BMW loyalty, considering newcomers like Tesla, Genesis, and even refreshed offerings from Lexus.
Let’s break it down with real numbers, current facts, and no marketing sugarcoating.
📊 How Is BMW Performing in the U.S. in 2025?
✅ Still #1 in the Premium Segment
BMW remains America’s top-selling luxury brand in the first half of 2025, with 178,499 vehicles sold—beating both Mercedes-Benz and Audi.
But growth has been slow: only +1.6% over the same period in 2024. It’s enough to hold the crown, but shows signs of plateauing.
📉 EV Sales Are Slipping
Despite a big push into electric, BMW’s EV sales dropped 21.2% in Q2 2025. Key models saw major declines:
-
BMW i5: –44%
-
BMW i4: –19%
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BMW i7: –12%
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BMW iX: –12%
The only bright spot? The Mini BEV, up 29% in Q2.
💡 What’s Behind the Drop?
Experts cite high prices, lack of charging infrastructure, and stronger competition from hybrid SUVs as major factors affecting BMW’s EV lineup in the U.S.
🚀 The Models Americans Are Actually Buying
Even with EV headwinds, several BMW models are thriving:
| Model | Sales Growth |
|---|---|
| 2 Series | +79% |
| New X2 | +107% |
| Z4 Roadster | +15% |
BMW sedans and smaller coupes are making a comeback—Americans seem to be moving back from oversized SUVs to sportier, more compact drives.
⚠️ Trade War Pressure & Tariffs
BMW continues to feel the impact of the 25% U.S. import tariff on foreign-made vehicles. That’s expected to cost the company over €1 billion in 2025.
However, the brand’s Spartanburg, South Carolina plant is helping to balance the books by producing popular models locally.
🧠 So… Should You Buy a BMW in 2025?
It depends.
If you’re looking for refined driving dynamics, premium interiors, and solid German engineering, BMW still delivers.
But if you’re prioritizing cutting-edge EV tech, long battery range, and futuristic software, you might want to consider Tesla, Rivian, or even the latest Genesis electrics—many of which are more affordable and more connected.
💬 What U.S. Drivers Are Saying
“Tried the BMW i4 and Tesla Model 3. The BMW feels more luxurious, but Tesla wins on range and tech.” – Driver in Chicago
“Blown away by the new 2 Series. Great performance, sharp look, and solid pricing.” – Buyer in New Jersey
“BMW dealerships still treat you like royalty. Worth every penny.” – Customer in Miami
🔍 Final Take: Strong Brand, But Time to Reinvent
BMW is still a heavyweight in the U.S. market, but 2025 proves it needs to evolve faster, especially in the electric space. Consumers want luxury, yes—but also efficiency, bold design, and true innovation.
If you’re in the market for a BMW in the U.S., check out our Nearby Dealership Tool to find the best offers in your city.
👉 Find BMW dealers near you now
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