BMW of North America has unveiled its first-quarter sales figures for 2025, showcasing a nuanced landscape of both commendable successes and notable challenges across its diverse model range.
The BMW brand reported sales totaling 87,615 vehicles in the U.S. during Q1 2025, marking a 3.7% increase from the 84,475 units sold in the same period last year.
Electric Vehicles: Leading the Charge
BMW’s commitment to electrification is evident, with battery electric vehicle (BEV) sales reaching 13,538 units—a substantial 26.4% rise from the 10,713 units sold in Q1 2024.
BMW i4: Emerging as a standout performer, the i4 saw a remarkable 57% surge, with 7,125 units sold compared to 4,537 in the previous year.
BMW iX: The iX also demonstrated robust growth, with sales climbing 23.1% to 3,626 units, up from 2,945 units in Q1 2024.
BMW i5 and i7: Conversely, these models faced headwinds. The i5 experienced a 15.2% decline, with 1,899 units sold, while the i7 saw a 10.4% drop, totaling 888 units.
Model Highlights: Winners and Losers
BMW Z4: The Z4 roadster enjoyed a resurgence, with sales increasing by 29% to 520 units. Based on our conversations with BMWNA representatives, this is directly connected to the return of the manual transmission with the Handschalter Package.
BMW X2: The X2 recorded a staggering 133.4% increase. However, it’s essential to note that deliveries of the second-generation model commenced in March 2024, making year-over-year comparisons less straightforward.
BMW XM: Facing challenges, the XM’s demand dropped by 25.1%, with only 405 units sold in Q1 2025. Could BMW have missed the mark with the overly aggressive XM?
BMW 8 Series: The 8 Series experienced a significant downturn, with sales plummeting 32.4% to 990 units, indicating potential challenges in the luxury coupe and convertible segments.
BMW X4: Anticipating its retirement, the X4’s sales declined by 40%, as BMW has announced there won’t be a direct replacement, possibly steering customers towards the larger second-generation X2.
Market Context
The overall U.S. automotive market saw an 8.8% increase in March 2025, influenced by a pre-tariff purchasing rush, with consumers aiming to avoid anticipated price hikes from new import tariffs.
Looking Ahead
Sebastian Mackensen, President & CEO of BMW of North America, expressed optimism, stating, “BMW remains in a strong position in the U.S., where the majority of the vehicles we sell in this market are also assembled in this market.”
Tariffs could negatively affect BMW so what this space. While the US made crossovers will be less affected, they still only contain 30% sourced components making them subject to a percentage of the same tariffs that will affect German made BMWs.