Luxury car market in 2025: BMW remains the first choice of customers globally and in Romania
BMW dominates the premium segment in 2025: Record sales and supremacy over Mercedes-Benz and Audi
The year 2025 ended with a reconfirmation of the hierarchy in the premium car segment globally. In an economic context marked by caution and an accelerated technological transition, BMW managed to maintain its leading position, surpassing traditional rivals, Mercedes-Benz and Audi, for the fourth consecutive year.
Global: BMW dominates volumes and the electric segment
Although the market registered slight contractions compared to 2024, the Munich-based manufacturer demonstrated the greatest resilience. With 2,169,761 units delivered worldwide, BMW suffered a minor decline of only 1.4%, managing to maintain a comfortable distance from its pursuers.
- Mercedes-Benz came in second, but with a much steeper decline of 9%, reaching a volume of 1,800,800 units. The Stuttgart brand's "Value over Volume" strategy seems to have prioritized profit margins over the total number of cars.
- Audi completed the podium with 1,623,551 units (a 2.9% decrease), while still achieving a notable performance in the electric sector, where it surpassed Mercedes-Benz.
In the electrification race, the ranking reflects the same Bavarian supremacy:
- BMW: over 400,000 electric cars (BEV).
- Audi: 223,000 units.
- Mercedes-Benz: 168,800 units.
The Romanian market: BMW remains the favorite of Romanians in 2025
Locally, the automotive market has followed a maturing trend. Romanians continue to show strong loyalty to German brands, but preferences have been nuanced depending on new hybrid and electric technologies.
According to APIA data and year-end registrations, BMW Group Romania has consolidated its position as the leader in the premium segment. After a record 2024 (with over 5,000 units), BMW managed to be the most registered luxury brand in the country in 2025.
Premium ranking in Romania (2025 estimates):
| Brand | Position | Market Insights |
| BMW | 1st | Remained the clear market leader; significant success driven by the X5 and the new X1 models. |
| Mercedes-Benz | 2nd | Maintained a solid market share within high-end luxury segments (S-Class, GLE). |
| Audi | 3rd | Noted a growing interest in the Q-series (SUVs) and the e-tron electric lineup. |
SUVs and hybridization, the “engines” of sales
In Romania, the battle was fought mainly on the SUV field. Models such as the BMW X1 (especially the Plug-in Hybrid versions) and the BMW X5 remained at the top of the preferences. On the other hand, Mercedes-Benz scored with its electrified models, but the decrease in subsidies through the Rabla Plus program in 2025 tempered the advance of 100% electric models for all players.
An interesting phenomenon in 2025 was the rise of the PHEV (Plug-in Hybrid) segment, where Romanians see an ideal transition solution. Here, BMW reported record figures, demonstrating that the Romanian premium user wants performance without the “anxiety of autonomy”.
Although new cars have had challenges, the used car market in Romania continues to be massively dominated by the same three brands, with BMW and Audi frequently being at the top of import preferences.
Conclusion
The year 2025 confirms that BMW has the winning "recipe" at the moment: an extremely diversified range (petrol, diesel, hybrid, electric) that allows it to capture customers from all categories. While Mercedes is betting on exclusivity and Audi is restructuring technologically, BMW manages to transform popularity into concrete sales figures, both globally and on the roads of Romania.