BMW outsells premium rivals Down Under
BY PETER BARNWELL | 12th Jan 2026
BMW has again outsold its main European rivals in Australia posting “a landmark year” to help the remain as what it says is “Australia’s leading premium brand” ahead of Mercedes-Benz and Audi.
It is the third consecutive year that BMW has taken the chocolates as Australia’s best-selling premium car brand, achieved through 26,842 deliveries equating to a 1.9 per cent increase on 2024.
Meanwhile sub-brand Mini had its strongest sales year in Australia to date with a record 5485 vehicles out the door marking a 38 per cent increase year-on-year.
Interestingly, the brand recorded its strongest-ever quarter in Q3 and surpassed its previous annual sales record by October, which “reflects renewed momentum following the arrival of a new-generation product range across electric and ICE- powered models”.
Similarly, BMW attributes its own result to sustained customer demand for its diverse product range and its “technology openness” strategy, which enables customers to option battery electric, plug-in hybrid, or internal combustion drivetrains across numerous vehicle segments.
BMW’s range of SUVs accounted for 70 per cent of total sales in Australia last year, which the company says is “a powerful endorsement of the brand’s versatile and locally relevant line-up spanning nine models from the compact BMW X1 to the flagship BMW X7”.
Australia’s overall best-selling BMW was the X1 small SUV, its 5306 deliveries representing 17 per cent YoY growth.
The X1 was followed by the new-generation X3 medium SUV with 4909 units (+45 per cent) and the BMW X5 large SUV on 3673 units (+16 per cent).
A corollary to the overall sales result is that Australia remains one of BMW M’s strongest markets worldwide.
The high-performance offshoot recorded its best year ever in 2025, with 5837 BMW M vehicles sold (+3.7 per cent) highlighting the “enduring passion for BMW’s motorsport-derived performance, engineering and design”.
The company says its “leadership in premium electrification continued to accelerate in 2025 with 16 fully electric variants across seven models”.
It is a strategy that contributed 5187 battery electric vehicles to BMW's sales total – 19.3 per cent of its 2025 calendar year result – with the iX1 leading the pack on 1888 deliveries, followed by the BMW iX2 with 1194 units.
Plug-in hybrids also recorded exceptional growth with 1824 deliveries equating to a 2872 per cent increase, driven primarily by the new BMW X3 30e (1305 units), which has quickly become BMW’s best-selling PHEV, alongside the BMW X5 50e (269 units).
BMW Group Australia CEO Vikram Pawah said: “Delivering record sales across both BMW and Mini in Australia is a significant achievement and reflects the three key pillars of our business: product, brand and people.
“The innovation of our product portfolio, the strong and respectful relationships we enjoy with our dealer partners, and the trust and desire customers have in our brands have all been critical to this success.
“Equally, our success is measured not only by what we gain in the Australian market, but also by how we invest for the long term – through our 48 independently owned dealer network facilities and our ongoing commitment to the communities we support across education, sport and the arts.”
