The 2025 US luxurious gross sales battle ended with a transparent winner, and it wasn’t shut. BMW wrapped its third straight record-breaking yr with 388,897 automobiles delivered—a 4.7% improve that prolonged their dominance over a struggling Mercedes-Benz lineup. The 85,697-unit hole between the 2 German rivals tells the true story: whereas BMW discovered momentum throughout sedans, SUVs, and efficiency fashions, Mercedes-Benz barely moved the needle with 303,200 passenger automobiles, up simply 1% from 2024.
Much more damaging for Stuttgart: Lexus slipped previous Mercedes-Benz into second place with 370,260 deliveries, relegating Mercedes to 3rd in a market they as soon as managed. Add in 40,000 industrial vans and Mercedes-Benz’s complete US determine hits 343,200 items—nonetheless practically 46,000 items wanting BMW’s passenger automobile efficiency alone.
The Hole Widened All through the Yr
BMW’s benefit grew bigger as 2025 progressed. Within the first half, BMW delivered 178,499 items whereas Mercedes managed solely 142,000—a 36,499-unit deficit. By Q3, the disparity grew to become embarrassing: BMW surged 24.9% to 104,163 items whereas Mercedes collapsed 17% to simply 70,800 deliveries within the quarter.
BMW’s energy got here from product breadth. The X3 and X5 led gross sales, however the model discovered consumers throughout its whole lineup—from the three Collection sedan to M efficiency fashions. Sturdy double-digit Q3 progress in a tariff-impacted market proved BMW’s positioning resonated with American luxurious consumers in methods Mercedes-Benz’s couldn’t match.
Mercedes-Benz’s SUV-Solely Success Story
For Mercedes-Benz, SUVs delivered precisely as anticipated in at present’s American market, even when they couldn’t shut the BMW hole. The Alabama-built GLE recorded its strongest yr ever with 14% progress over 2024, capping the efficiency with a 12% fourth-quarter surge. The GLC matched that vitality with a 20% year-over-year achieve, preserving Mercedes-Benz aggressive in premium crossovers whilst total market share eroded.
However that’s the place the excellent news ends. Business vans collapsed 14% to simply 40,000 items regardless of a slight This fall restoration. Passenger automobile gross sales barely budged as opponents deployed aggressive incentives and contemporary merchandise. Whereas BMW grew throughout a number of segments, Mercedes-Benz leaned nearly completely on two SUV nameplates to take care of respectability.
Efficiency Fashions Can’t Compensate for Quantity Losses
Mercedes-AMG set a brand new gross sales document with 12% progress, and the G-Class crushed expectations with a 26% improve to its personal best-ever yr at 26% progress. The CLE coupe shocked with 53% progress year-over-year, and the entry-level GLA crossover jumped 21%.
BMW countered with its personal efficiency success: M mannequin gross sales climbed, SUV deliveries remained sturdy, and even with a 16.7% drop in pure electrical car gross sales (mirroring broader US BEV market weak spot after federal incentives ended), BMW maintained momentum. Mercedes-AMG’s document yr sounds spectacular till you notice BMW posted positive aspects with no need to lean on halo merchandise.
