In the first half of 2025, the BMW Group may have announced record worldwide sales, but a closer look reveals a disturbing pattern in one of its key markets, Asia. Its premium division's other sub-brands reported incredible sales and increases in demand for electric vehicles (EVs), but the flagship BMW brand saw a significant decline, particularly from China, its largest Asian market.

BMW brand momentum is dampened by Asia.

BMW's worldwide sales are heavily concentrated in Asia, which saw a notable 11.1% decrease in the first half of 2025, with the second quarter seeing a 10.1% drop alone. The fall in China was particularly severe; compared to the previous year, BMW's sales volume of deliveries decreased by 13.7% in Q2 and 15.5% in the first half of the year. The slump that BMW is experiencing also mirrors larger issues for German luxury brands in China, where competing brands Mercedes-Benz and Porsche fared worse during the same time frame.

The challenges for BMW in Asia are thought to have been brought on by a variety of factors. Changes in consumer tastes, macro uncertainty, prices, and competition from domestic EV manufacturers may have all had an impact on demand. The core BMW brand's Q2 sales decreased by 2.6% worldwide, and the decline would have been greater if not for the strong performance of its high-margin sectors.

India stands out as a bright spot.

It's worth noting that different Asian markets are taking different paths. India has proven to be a rare bright spot for the business. BMW India's sales in the first half of 2025 were the highest ever, with 7,098 vehicles and 4,167 motorcycles delivered, representing year-over-year increases of 21% and 33%, respectively. The increasing appeal of BMW's electric portfolio in the nation and the demand for Sports Activity Vehicles (SAVs) were the main drivers of the expansion.

India's growing importance in BMW's regional strategy is highlighted by this contrast, which mirrors the brand's varied performance in Asia.

A push for EVs gives hope for the core brand.

Electrification is still paying off for BMW. Global EV sales increased by 15.7% in the first half of 2025, while deliveries of EVs and PHEVs (plug-in hybrid electric vehicle) increased by 18.5%. Electric vehicles increased by 10.2% year-on-year, even during the slower Q2.

When the Neue Klasse, BMW's next-generation electric vehicle platform, is released in 2025, the company will be prepared to make significant advancements in technology and design. This new series is intended to reverse the brand's overall negative trend and make it more competitive in markets like China, where domestic EV companies have made significant inroads.

The burden is borne by sub-brands.

Due to outstanding sales for BMW M (+7.8%), MINI (+33.1%), and Rolls-Royce (+9.4%), the BMW Group's total automotive sales only increased slightly by 0.4% in Q2 despite the core brand's poor performance. These sub-brands have shielded the Group against stronger headwinds.

The total number of cars delivered by the organization was 621,271 in Q2 and 1.2 million in the first half of the year, little changed by 0.5% from the previous year. In its most strategically important region, though, these total statistics mask the increasing strain on the core BMW brand.

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