BMW maintains premium sales leadership

BMW Australia maintains its lead of the premium segment, further strengthening its position against rivals including BMW, Lexus, and Mercedes-Benz.

The German importer delivered a total of 5628 new vehicles across the first quarter of 2025, the majority from within its SUV line-up – but with an increasing number of electrified vehicle sales.

BMW’s performance sees it hold a 1.9 per cent share of the total new vehicle market, closely ahead of premium competitor Mercedes-Benz with 1.8 market share points (and 5131 sales across the Q1 period).

Audi placed third with 3392 unit sales (and 1.2 market share points) ahead of Lexus (3318 and 1.1 per cent), and Land Rover (1963 and 0.7 per cent).

BMW says its X Sports Activity Vehicles (SUVs) contributed to 66 per cent of its total sales in Q1, the segment recording an impressive 14 per cent year-on-year growth figure with the top three best-selling BMW models all belonging to the X family.

The X1 led the pack with 1089 units delivered, followed by the X3 with 832 units, and the X5 with 710 units. The fourth-generation X3 was introduced earlier in Q1 with variants including the 30e xDrive plug-in hybrid electric variant, a model offering 91km of all-electric driving range.

But it is the brand’s continued success in battery electric vehicle sales that sees it hold a clear advantage over not just its premium rivals, but the EV segment as a whole.

An expansive electrification strategy saw BMW battery electric vehicles account for 26 per cent of its overall sales in Q1 2025, the 1481 units sold representing a 4.1 per cent increase over the same time last year.

BMW Australia says this milestone highlights the growing demand for sustainable mobility, the brand now offering 16 fully electric vehicles to its customers – more than any other importer.

“We are delighted with our sales results and appreciate the trust and support of our dealer partners and customers,” said BMW Group Australia chief executive officer Wolfgang Buechel.

“Our strategy is built on long-term investment – not just in product and sales, but in the Australian market itself.

“BMW is here for the long haul, and we are more engaged than ever in investing in our brand, people, and products.”

2025 Q1 premium segment sales ladder*:

*Sales figures supplied courtesy of VFACTS.