Luxury Car Sales Shift: MINI Surges, Rolls-Royce Stagnates in 2025

BMW Group 2025 Sales Results Overview

BMW Group recently released their provisional sales figures for the past year, highlighting the performance of their various subsidiaries. While the core BMW brand and its M division saw record-breaking success, other divisions such as MINI and Rolls-Royce had mixed results.

MINI’s Growth and Challenges

MINI experienced a significant increase in deliveries, with sales rising by 17.7% to 288,290 units. However, this figure still falls short of the brand’s peak sales in 2017 when they shipped 372,194 vehicles worldwide. The brand faces challenges in the US market where the electric Cooper and Aceman models are not available, impacting sales. In 2025, one-third of MINI sales globally were fully electric, highlighting the missed opportunity in the US market where key EV models are not offered.

Rolls-Royce’s Performance

Rolls-Royce saw a slight decline in shipments, dropping by 0.8% to 5,664 vehicles in 2025. The Cullinan remained the top-selling model, followed by the fully electric Spectre coupe, surprising ahead of the Ghost. Despite the drop in sales, Rolls-Royce maintains high-profit margins, especially with increased demand for custom commissions. The brand’s focus on exclusivity and luxury continues to drive profitability, even with lower sales volumes.

Future Prospects: ALPINA Expansion

Looking ahead, BMW Group may start listing ALPINA sales separately following their acquisition of the brand name in 2022. The upcoming ALPINA models, based on the facelifted 7 Series and second-generation X7, are expected to bridge the gap between BMW’s flagship models and Rolls-Royce offerings. These models will feature a mix of gasoline and electric drivetrains, aiming to compete with luxury brands like Mercedes-Maybach by offering fully loaded, exclusive versions with ALPINA’s unique touch.

Overall, BMW Group’s subsidiaries show a diverse performance in 2025, with MINI’s growth and challenges and Rolls-Royce’s focus on luxury and exclusivity. The upcoming ALPINA models indicate BMW’s strategic expansion and positioning in the luxury market, promising a blend of performance and luxury for discerning customers.