BMW retains its premium crown in H1 2026, but in Romania the battle is fought in two completely different leagues

BMW retains its premium crown in H1 2026, but in Romania the battle is fought in two completely different leagues

The battle of the premium titans in Germany continues to be fought under the sign of economic prudence in the first half of 2026. Globally, BMW manages to maintain its leading position over its historical rival Mercedes-Benz, although both manufacturers feel the pressure of a slightly shrinking global market. On the other hand, on a local level, Romanians' preferences paint a fascinating picture, where the hierarchy changes radically depending on the condition of the car: new or used.

Global: BMW maintains its lead, but both brands are in the red

In the first six months of 2026, BMW delivered 1,004,681 cars worldwide. While the figure secures it the top spot on the premium brand podium, it represents a 6.2% decline compared to the same period last year.

At the group level, the BMW Group (which brings together the performances of the BMW, Mini, Rolls-Royce brands and the BMW Motorrad division) reported sales of 1,156,742 vehicles, also registering a decline of 4.2% compared to the first half of 2025.

Mercedes-Benz, on the other hand, is in second place, with 837,200 units sold globally in the same period. The Stuttgart brand experienced a slightly more pronounced decline of 7%, continuing its strategy oriented more towards high profit margins and ultra-luxury models than high volumes.

The third major German rival, Audi, has not yet published official results for the first half of this year, leaving the global dispute, at least for the moment, only two.

The paradox in Romania: Mercedes leads in new cars, but BMW completely dominates the used car market

The Romanian car market ended the first half of 2026 with a symbolic growth of 0.3% in the new car segment, saved in the last hundred meters by an absolutely explosive June (+52.9%). This massive jump at the beginning of the summer was artificially generated: dealers were forced to quickly register stocks that did not comply with the new European safety standards (GSR2), which came into force in July.

In this complex local landscape, the competition between the three German premium brands takes on extremely interesting nuances.

1. In the new car market: Mercedes-Benz is ahead

If globally BMW controls volumes, in Romanian showrooms new car customers have slightly tipped the balance in favor of the Stuttgart brand:

• Mercedes-Benz: 2,466 new units registered (8th place in the overall national ranking).
• BMW: 2,327 new units registered (9th place in the overall ranking).
• Audi: Fails to enter the overall Top 10 for new cars, the lower threshold being set by the Chinese from BYD, with 2,140 units.

2. On the second-hand market: BMW and Audi dictate the game

Romania remains a market where the main driver is used car transactions. Here, Romanians' appetite for Munich and Ingolstadt brands is huge, while Mercedes-Benz plays a much more discreet role:

• BMW occupies a clear 2nd place on the Romanian second-hand market, with 21,077 used units registered in the first 6 months.
• Audi ranks 3rd in the top of second-hand preferences, with 15,746 units.
• Both brands are surpassed in this regard only by the volume giant Volkswagen.

If we draw a total line (new + used), BMW remains the most popular premium brand among Romanians in the first half of 2026, with over 23,400 cars entered into circulation. This value places the Bavarian manufacturer shoulder to shoulder with the total volumes of the national brand Dacia in the same period (23,278 units in total), a phenomenon that perfectly explains the status preferences of the local public.

H1 2026 Breakdown: BMW vs. Competitors

Brand	Global Sales (New, H1 2026)	Romania Registrations (New, H1 2026)	Romania Registrations (Used, H1 2026)
BMW	1,004,681 (-6.2%)	2,327 units	21,077 units (2nd Place)
Mercedes-Benz	837,200 (-7%)	2,466 units (8th Place)	Below top 3 used brands threshold
Audi	Not published	Below Top 10 (< 2,140)	15,746 units (3rd Place)

In conclusion, although the first half of 2026 brings volume corrections for all the big German players, BMW secures its global crown. In Romania, however, Mercedes-Benz manages to impose its new models against its rivals, while BMW owes its total supremacy to an unwavering loyalty from used vehicle buyers.