BMW Dominates European Auto Market in Sales Race Against Mercedes and Audi

The BMW Group Leads European Market with Strong Registration Numbers

The European Automobile Manufacturers’ Association has released the latest registration data, showing positive results for the BMW Group in the January–April period. BMW’s core brand saw a 1.1% increase to 267,075 units across Europe, maintaining its lead over competitors.

Audi secured the second spot with 230,595 vehicles, representing a 7.2% growth, while Mercedes followed closely with 222,744 units, marking a 3.4% increase compared to the previous year. In contrast, Lexus experienced a 10.8% decline with only 23,885 cars registered.

Despite BMW’s growth, its market share slightly decreased from 5.9% to 5.7% due to faster-growing brands like Fiat, which saw a substantial 29.2% rise to 131,863 units, and Skoda, with a 14.6% increase to 300,163 vehicles.

The BMW Group’s MINI brand also saw positive growth, with registrations up by 12.8% to 60,077 vehicles. Overall, the conglomerate’s registrations increased by 3.1% to 327,152 units, capturing a 7% market share.

Hybrid vehicles dominated the market, accounting for 38% of registrations, followed by gasoline cars at 22.4%, EVs at 20.9%, and plug-in hybrids at 10.1%. Diesel vehicles continued to decline, holding just a 6.7% market share.

Outlook for BMW in 2026

BMW anticipates continued success in the coming months, fueled by strong demand for the iX3 model produced at the Debrecen plant in Hungary. The introduction of a rear-wheel-drive version and upcoming Neue Klasse models are expected to sustain high order volumes. The launch of the next-generation X5 and new 3 Series will further bolster BMW’s lineup.

While the 7 Series facelift is on the horizon, its premium pricing may not significantly impact registration figures. The arrival of the G65 SUV, G50 sedan, and the rumored iX4 (NA7) is set to shape BMW’s future market performance.

Stay informed with the latest updates from the European Automobile Manufacturers’ Association (ACEA) for insights into the automotive industry.