BMW has solidified its position as the top-selling luxury automaker in the U.S. with strong second-quarter sales, a result that comes as many rivals experienced declines. This achievement is particularly significant given the current economic climate, with one of the brand’s largest markets, China, experiencing a slowdown in 2026. Despite this setback, BMW’s growth in U.S. sales provides the company with a resilient and profitable market to rely on.
In the second quarter, BMW sold 102,713 vehicles in the U.S., excluding the smaller Mini brand, representing a healthy year-over-year increase of 13%. The first-half sales reached 186,944 units, up by 4.7%. Of those models sold, 103,257 were larger, more expensive SUVs, with the X5 leading the pack with 41,554 sales in the first half. BMW is set to launch an all-new X5 soon, which will strengthen one of its core nameplates.
In addition to SUVs, BMW also saw strong first-half gains for models like the 3 Series and Z4, demonstrating sustained interest in the manufacturer’s lineup. This growth has allowed BMW to pull further ahead of rivals like Audi and Lexus, which experienced sales declines in the same period.
Despite the success in the U.S. market, BMW has had to revise its outlook for the year due to the slowdown in China. Combined Mini and BMW sales in China fell to 117,815 units in the second quarter, a decline of 30.2%. This decline, along with a 20.4% drop in year-to-date sales, has prompted BMW to cut its automotive EBIT margin guidance and anticipate a significant group profit decline for the year.
As BMW navigates the challenges in China, its performance in the U.S. market remains a bright spot. However, the brand must be cautious not to rely too heavily on one market, as economic slowdowns and shifts in demand can leave the automaker vulnerable. Moving forward, BMW will need to focus on diversifying its market presence to protect its earnings and ensure long-term success.
