Why Did BMW Group Sales Rise While the Core BMW Brand Fell?
It’s a bit of a head-scratcher at first glance: BMW Group’s overall sales nudged upward in the second quarter of 2025, but the main BMW brand itself actually delivered fewer cars. What’s going on under the hood? The answer lies in the strength of the Group’s other brands—Mini, BMW M, and Rolls-Royce—which all posted impressive growth and helped offset the dip from the core marque.
Mini was the standout, surging a whopping 33 percent in Q2 to over 69,000 vehicles. BMW M, the performance division, wasn’t far behind with a nearly 8 percent jump. Even Rolls-Royce, the ultra-luxury arm, delivered 9.4 percent more cars than the same period last year. Meanwhile, BMW Motorrad, the motorcycle division, saw sales slide by 8 percent—a reminder that not every segment is immune to market headwinds.
So, while BMW-branded car deliveries slipped by 2.6 percent, the Group’s diversified portfolio kept the overall numbers in the black. It’s a classic case of not putting all your eggs in one basket.
What’s Fueling Mini, M, and Rolls-Royce’s Growth?
Let’s dig into why these brands are on a roll. For Mini, the answer is refreshingly simple: new models and a renewed focus on electrification. The brand’s latest lineup has struck a chord with urban drivers looking for both style and sustainability. According to industry analysts, Mini’s recent EV launches have attracted a younger, more eco-conscious demographic—exactly the kind of buyer automakers are chasing right now.
BMW M’s growth is all about performance and exclusivity. The division’s latest releases, including limited-edition models and collector-focused “dream cars,” have generated buzz among enthusiasts and collectors alike. It’s not just about horsepower; it’s about owning something unique. That emotional connection is hard to quantify, but it’s clearly translating into sales.
As for Rolls-Royce, the brand continues to thrive on its reputation for bespoke luxury. Even in uncertain economic times, the global ultra-wealthy are still willing to spend big on handcrafted vehicles. Rolls-Royce’s ability to tailor each car to the buyer’s exact preferences is a major draw—think custom paint, personalized interiors, and even one-off commissions.
How Is BMW’s Electrified Lineup Performing?
If there’s a silver lining for the core BMW brand, it’s the steady growth in electrified vehicle sales. In the first half of 2025, BMW Group’s combined battery electric vehicle (BEV) and plug-in hybrid (PHEV) deliveries jumped 18.5 percent, with BEVs alone up 15.7 percent. Plug-in hybrids, in particular, saw a 29 percent surge in demand.
This uptick is no accident. BMW has been ramping up its electrification strategy, with a slew of new models on the horizon under the Neue Klasse banner. These next-generation vehicles promise faster charging, longer range, and advanced tech features—exactly what buyers are demanding as the EV market matures.
Still, the pace of growth for pure electric vehicles slowed a bit in Q2, rising just 2.9 percent. That suggests the market is getting more competitive, and BMW will need to keep innovating to maintain momentum.
Is China Still a Problem for BMW?
China has long been a crucial market for luxury automakers, but 2025 has brought some turbulence. BMW’s deliveries in China dropped 13.7 percent in Q2, echoing a broader slowdown that’s hitting the entire premium segment. For context, Mercedes-Benz saw an even steeper 19 percent drop, and Porsche’s sales tumbled by 28 percent.
What’s behind the slump? A mix of factors: economic uncertainty, shifting consumer preferences, and increased competition from domestic brands—especially in the EV space. Chinese automakers are rapidly improving quality and tech, making life tougher for established foreign brands.
The good news for BMW is that its decline, while significant, isn’t as severe as some rivals. The brand’s diversified global presence is helping cushion the blow.
Where Is BMW Gaining Ground?
While China’s market is cooling, BMW is picking up speed elsewhere. In Europe, group sales climbed a healthy 10.1 percent in Q2, with Germany itself up nearly 8 percent. The US market also showed resilience, with a 1.4 percent uptick in deliveries.
This regional balance is key. By not relying too heavily on any single market, BMW can weather localized downturns and capitalize on growth wherever it appears. It’s a strategy that’s paying off, especially as economic conditions remain unpredictable.
What Do the Numbers Really Say About BMW’s Future?
Here’s the bottom line: BMW Group’s Q2 2025 results paint a picture of a company in transition. The core brand is feeling the pinch from shifting market dynamics, particularly in China and the combustion engine segment. But the Group’s other brands—Mini, M, and Rolls-Royce—are thriving, and the push into electrification is starting to bear fruit.
The upcoming Neue Klasse lineup could be a game-changer, promising to blend BMW’s signature driving dynamics with cutting-edge electric tech. If these new models deliver, BMW could regain its footing and even leap ahead in the premium EV race.
The big takeaway? BMW’s story right now isn’t about perfection—it’s about smarter adjustments. Start with one change this week, and you’ll likely spot the difference by month’s end. Whether you’re a car enthusiast, an investor, or just curious about the auto industry, keep an eye on how BMW adapts. The next chapter could be its most exciting yet.