- BMW was America’s best-selling luxury brand in 2025.
- BMW outsold Lexus by 18,637 units.
- Cadillac rose to become the country’s fourth best-selling brand, ahead of Audi.
BMW outsold all other luxury brands to become America’s best seller by 2025. The German car manufacturer sold 388,897 vehicles last year, an increase of 4.7 percent. Lexus was the country’s second best-selling luxury brand, with 370,260 cars sold.
Mercedes-Benz sold 303,200 cars in 2025, compared to 324,528 in 2024. Cadillac left Audi behind this year, while sales of the Volkswagen Group brand fell 16 percent to just 164,942. Cadillac sales rose 8.3 percent to 173,515.
Electric vehicles accounted for a whopping 28.3 percent of Cadillac’s sales and 10.9 percent of BMW’s sales, among other luxury car makers. The United States ended its federal tax credit for electric vehicles in September, with the segment experiencing a significant decline in sales in the final three months of the year.
- BMW — 388,897 units
- Lexus — 370,260 units
- Mercedes – 303,200 units
- Cadillac — 173,515 units
- Audi — 164,942 units
The stragglers
Photo by: Acura
Acura saw its sales increase by a paltry 0.8 percent to 133,433. Volvo sales fell 3.0 percent last year to 121,607, while Lincoln sold 106,868, up 2.0 percent.
Nissan’s Infiniti brand saw one of the biggest declines among luxury brands, down 9.0 percent. Sales fell to 52,846 last year, less than half of pre-pandemic levels.
Infiniti has streamlined its portfolio in recent years, but plans to launch some all-new models soon. One is a rear-wheel drive sedan with a manual transmission that sounds exciting.
2019 was the last year Infiniti sold more than 100,000 vehicles, and if it wants to reach that number again, it will have to fight Genesis for buyers. The Korean luxury brand, which just celebrated its 10th anniversary, once again outsold Infiniti, with 82,331 cars sold, with one of the largest increases: 9.8 percent.
- Acura — 133,433 units
- Volvo — 121,607 units
- Lincoln – 106,868 units
- Infiniti — 52,846 units
What comes next
Photo by: Infiniti
Infiniti hopes a wave of new products will revive sales, with plans to once again reach more than 100,000 cars a year in America. Mercedes is working on several new models for the United States, with the aim of selling more than 400,000 cars here in the coming years and dethroning BMW as the biggest luxury seller.
Audi, which has its sights set on beating Mercedes-Benz, aims to sell more than 2 million cars worldwide every year. The new US tariffs hit Audi particularly hard in 2025, as the company builds its entire range outside the country. The company is actively considering opening its first U.S. factory, which could help revive sales.
Despite the lucrative luxury market in the US, these automakers are struggling elsewhere, especially the Germans in China. Even in Europe, buyers are starting to reject premium midsize sedans, which used to be big sellers for BMW, Mercedes and Audi.
Taking Motor1s: Sales of luxury brands remained strong in 2025, pushing BMW to 388,897 units sold, but Mercedes-Benz is looking to dethrone the company and has a slew of new products on the way. Despite complaints that cars are more expensive than ever, people continue to buy expensive luxury cars.
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