BMW’s high-performance M division has once again outpaced its rivals on the global stage, claiming top sales for the seventh year in a row.
BMW’s 2025 U.S. sales set a record as well, with 388,897 vehicles sold, driven largely by the X3 and X5, which each exceeded 76,000 units.
But BMW’s strong year extended far beyond the U.S. or its core luxury models. The automaker’s M division reported global sales of 213,457 units in 2025, securing a 14th consecutive record year and outperforming key rivals, solidifying BMW’s position as a benchmark for performance enthusiasts.
Sales of BMW M models increased 3% compared with 2024, and the brand says it has outsold competitors for the seventh consecutive year. While not all rivals report detailed performance model figures, Mercedes-AMG moved 145,000 units last year, meaning BMW M’s 213,457 easily exceeds that.
It’s worth noting that BMW counts both pure M models (like the M3 and M4) and “M-lite” or M Performance variants, such as the X3 M50, in its totals. Mercedes-AMG has not broken down individual model sales.
“Our 14th consecutive sales record validates our strategy. We will continue to offer performance and high-performance vehicles across the entire BMW model range. With fully electric, partly electric and all-ICE powertrains,” said Franciscus van Meel, CEO of BMW M GmbH.
Nearly one in every ten BMWs sold in 2025 carried the M badge. These performance models now account for 9.8% of total BMW sales, up from 9.4% previously. Switzerland remains a particularly strong market, where nearly one in four BMWs sold is an M model. The United States was BMW M’s largest market, with over 72,000 units sold in 2025.
BMW reports that the X3 M50 was its single best-selling model, though exact sales numbers were not disclosed. While it isn’t a full-fat X3 M, the X3 M50 is still a serious performer.
Its 3.0-liter turbocharged inline-six produces 393 horsepower, enabling a 0–60 mph time of 4.4 seconds. Thanks to strong performance in 2025, the X3 M50 overtook the i4 M60 as the brand’s best-selling M model.
BMW said the M5 and M5 Touring saw “enormous sales increases” in their first full year on sale. The M2 remained the top-selling high-performance model, among vehicles categorized as full M cars.
The M3 family also contributed significantly to M sales, bolstered by new variants like the M3 CS Touring, which unfortunately is not sold in the United States.
The new M3 CS Touring set a Nürburgring record as the fastest wagon ever, producing 543 hp, reaching 0–60 in 3.5 seconds, and featuring all-wheel-drive traction, though it is Europe-only.
BMW M has faced criticism in recent years. The XM was widely panned for its bold design and for being the only standalone M vehicle in the lineup. The new M5s have impressed, but their plug-in hybrid powertrains have added significant weight. Meanwhile, lower-tier models like the M2 CS lack a manual transmission option.
Despite these challenges, the M division continues to grow. A rising percentage of BMWs sold now carry the M badge, and the lineup retains core elements cherished by enthusiasts: rear-wheel-drive options, available manual transmissions, and potent six-cylinder and V8 engines.
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