The Bavarian manufacturer closed 2025 with almost 2.5 million vehicles sold, with an increase of 0.5% on 2024. It does better in Italy, with 89,486 cars (+7.4%) and 16,744 motorcycles and scooters (+1.2%)
BMW closes a positive year both on a global level and at an Italian subsidiary level, despite a difficult international context for the automotive world. The Bavarian manufacturer has in fact concluded 2025 delivering overall 2,463,715 vehicles, a slight increase (+0.5%) on the previous year; of these, 642,087 were electrified (+8.3%) and 442,072 purely electric (+3.6%). Of the total, 2,69,761 vehicles bore the BMW brand (-1.4%), 288,290 the Mini brand (+17.7%, also thanks to the renewal of the range, with one in three examples being electric), 5,564 Rolls-Royces and the remaining share that of BMW Motorrad. In the Italian market, BMW and Mini placed a total of 89,486 carswith growth of 7.4% over 2024; to these were added 16,744 motorbikes, with an increase of 1.2%. Cars registered with the BMW brand were in Italy in 2025 73,230 (+3.1%)equal to a premium segment share of 29.5% (+0.6 percentage points over ’24) and an overall Italian market share of 4.8%, compared to 4.5% last year. The best-selling model in our country was the SUV X1, with 25,133 units (+9.8%), followed by Series 1 (9,626 specimens), from the X3 (9,044, +26.6%), from the X2 (7.603) and from 5 Series Sedan and Touring (2,976, +21.6%), leader in their segment. A total of 5,046 electric cars were sold, with a growth of 25.3% over 2024; 3,041 belonged to the model iX1. They were 3,672 the registered specimens belonging to the ad range high performance Mof which 951 of the M3 and M4 models. 10,305 instead it was the cars plug-in hybridsgrowing strongly (+72.6%) compared to the previous year. 2025 also positive for Miniwhich he registered in our country 16,256 carswith an increase of 32.1% and an overall market share of 1.1%, 0.3 points higher than that of 2024; of the total, 7,990 were Mini Countrymans (up 34.5% and accounting for 49% of all Mini sales) e 2,371 electric (+147.5%), of which 999 Aceman. Even the versions John Cooper Works of the Minis have found favor with customers: in fact, 1,190 were registered, the highest number ever for the Italian market, with a growth of 90.1%. In the end, BMW Motorrad Italy set a sales record, with 16,744 specimens of motorcycles and scooters, equal to 1.2% more than what was achieved in 2024 and 42.2% share of the premium segment, up by 9 percentage points. BMW motorcycles hold a 16.1% share of the market for those up to half a liter of displacement and 23.9% of those up to 750 cm3.
the reasons for success
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Explaining how the Bavarian group managed to obtain these results in our country is Massimiliano Di Silvestre, president and CEO of BMW Italia. “The market has rewarded ours technological openness“, he claims, “which allows us to offer flexibility and innovation through an inclusive range of proposals advanced heat engines (already since 2007 with the solutions included in the Efficient Dynamics definition), plug-in hybrid propulsion systems, electric-only cars (since 2011 with the BMW-i brand) and, from 2028, hydrogen. Despite the important push towards electric mobility, the market has also given significant signals of interest towards more traditional forms of propulsion and this has led BMW to offer a plurality of choices to the customer since 2020″. Di Silvestre underlines how the company has achieved in 2025, as in the previous year, the average emissions targets set by the European Union without having to resort to environmental credits and time extensions, adding its appreciation for the position recently taken by Brussels regarding the 2035 deadline, despite being aware of the fact that it is a starting point of a still long journey.
diversified strategy
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Brand and communication are some of the pillars on which BMW Italia bases its strategy: the first is becoming increasingly stronger as reference in the world of premium mobilitythe second makes use of the support or participation in events of great importance such as the Italian Tennis Internationals, the Milanese Design Week, the exhibition of eight Art Cars at the Adi Design Museum in Milan, the 24 Hours of Le Mans, the Villa d’Este Elegance Competition, the Eicma main two-wheel show, the 21 stages of the Golf Cup. Even the association with a popular character such as the actor Pierfrancesco Favinowho will also lend his voice to the advertising campaign for the new iX3 (which will bring the platform to its debut Neue Class) on air from February 22nd, has brought benefits to the brand’s image; partnerships with have also recently been added the singers Rose Villain and Achille Lauro. Mini, however, will extend the collaboration with the designer Paul Smithin 2025 limited to Bev models, to the entire Cooper range. The completion of the network optimization was added to the marketing operations, aimed – as Di Silvestre reiterates – “to avoid phenomena of intra-brand competition and territorial competition”. Today 70% of the network has completely renovated showroomswhich are closer in format to those of the fashion world than traditional car dealerships. An extra card to play in the difficult game of winning over customers, which adds to the numerous launches planned for 2026, namely those of the new iX3, X5, 3 Series and 7 Series for cars and F450 GS for motorcycles.