Forget the old trope that the market only wants crossovers. In the second quarter BMW’s low-slung offerings—everything ending in “Series” (plus the sleek i4 EV)—delivered the brand’s growth while the formidable X-army paused for breath.
| Q2 2025 | YoY Δ | H1 2025 | YoY Δ | |
|---|---|---|---|---|
| Passenger cars | 42,211 | +9.7 % | 85,830 | +11.2 % |
| Light trucks (all X & iX) | 48,673 | –7.7 % | 92,669 | –5.9 % |
| BMW brand total | 90,884 | –0.4 % | 178,499 | +1.6 % |
Translation: If it has a trunk (or a fastback), it’s growing. If it wears an “X” badge, it’s paddling against the current.
What’s sizzling
| Model | H1 units | Our take |
|---|---|---|
| i4 | 12,849 | The Gran Coupé-turned-EV is the brand’s volume BEV and still adding 11 % more customers despite a softer Q2. |
| 3 Series | 14,157 | Dealers report the refreshed G20’s mix of tech and RWD poise is luring refugees from crossovers. |
| 4 Series (incl. M440i & i4) | 23,369 | Coupe, Convertible and Gran Coupé collectively crest 10 k a quarter; margin machine. |
What’s fizzling
| Model | Q2 YoY Δ | Diagnosis |
|---|---|---|
| i5 | –43.6 % | Launch buzz gone and supply still tight; expect a rebound once production steadies. |
| i7 | –11.7 % | Big-luxury EV segment is tiny, and the S-Class facelift isn’t helping foot traffic. |
| Light-truck line (X3/X4 core) | –7.7 % (segment) | Aging G01/G02 crossovers are in the twilight of their life-cycle; shoppers are holding out for the Neue Klasse replacement. |
BEV check-in
| BEV | Q2 units | YoY Δ | H1 units | YoY Δ |
|---|---|---|---|---|
| i4 | 5,724 | –19 % | 12,849 | +10.7 % |
| i5 | 1,434 | –43.6 % | 3,333 | –30.3 % |
| i7 | 820 | –11.7 % | 1,708 | –11 % |
| iX | 3,116 | –12.1 % | 6,742 | +3.9 % |
| Total BEV | 11,094 | –21.2 % | 24,632 | –0.7 % |
Bright spot: i4 sustains double-digit growth—and most of BMW’s EV mind-share in the U.S. Low beam: i5 launch cadence needs a tune-up, fast.
Three themes for the back half
- Sedans strike back – Passenger cars now account for 47 % of BMW NA volume, their highest share since 2018. If X3 supply stays thin, 50 % is in play.
- BEV balancing act – The i4 can’t carry the EV torch alone; watch for incremental i5 inventory and the first U.S. customer drives of the prototype Neue Klasse sedan late this year.
- Crossover change-over – X3/X4 redesigns are still 18 months away. Expect richer M Sport mixes and fat lease subventions to keep metal moving.
BMW’s Q2 headline isn’t the flat total—it’s the near-10 % surge in driver-centric metal. The Ultimate Driving Machine is, for the moment, being propped up by the very body styles enthusiasts feared were an endangered species. If Munich can unclog the i5 pipeline and give its aging X-models a mid-cycle caffeine shot, the back half of 2025 could see the brand’s modest 1.6 % H1 gain turn into something more muscular—no MINI required.
