BMW Group Middle East just wrapped up the first half of 2025 with standout numbers. Sales are up, customer loyalty is steady, and demand for performance models is growing fast. Here’s a breakdown of what’s behind the growth.
BMW Sales Up 15.3% Across the Region
BMW reported a 15.3% increase in sales from January to June 2025 compared to the same period last year. The UAE continues to lead regional demand.
What’s driving the increase?
- Strong demand for luxury and performance models
- High growth in the M and X7 series
- Strategic focus on corporate and special sales
The BMW 7 Series held its spot as the top luxury model, but the X7 wasn’t far behind, posting an 18.6% increase. The 5 Series also performed well, with a 23.8% rise in sales.
BMW M Models and High-Performance Cars Are Booming
Sales of BMW M models grew by 31.6%, while high-performance M variants jumped 46%.
Why this matters:
- Shows rising interest in high-powered driving
- Highlights the emotional appeal of M models like the M5 and M5 Touring
- Positions BMW as a leader in the performance segment
The M segment continues to attract enthusiasts who value both luxury and speed.
MINI and Motorrad Stay on Track
MINI grew by 20%, thanks mainly to two models: the Countryman and the John Cooper Works (JCW). The Countryman accounted for 40% of MINI sales, while the JCW saw a 63% surge and now accounts for 14%.
BMW Motorrad also delivered, recording nearly 20% more sales year-on-year.
Key points:
- MINI JCW demand jumped 63%
- MINI Countryman leads sales
- Motorrad growth is driven by new interest in motorcycles across the region
These gains show a balanced portfolio, not just focused on large sedans or SUVs.
Corporate Sales and Customer Support Also On the Rise
Corporate and special sales went up 38.5%. A sales conference in Oman helped strengthen regional partnerships and lay the foundation for continued B2B growth.
Meanwhile, customer support services experienced a 7% increase, reinforcing BMW’s commitment to aftersales.
Additional insights:
- 76% of BMW cars up to 10 years old stay within the official service network
- Strong uptake in programs like “Relax. We Care” and ConnectedDrive’s Proactive Care
Customer loyalty remains a key part of BMW’s strategy.
A More Connected, Digital-First Retail Experience
BMW’s new “Retail.Next” layout is being introduced across its showrooms. It combines digital tools with in-person support to improve the buying and servicing experience.
What’s changing:
- Open and flexible spaces
- Focus on personalisation
- Blending digital and physical (“phygital”) experiences
This approach is designed to keep the brand competitive in a more tech-savvy automotive market.
Summary
The BMW Group Middle East is off to a strong start in 2025. Sales are up across all major categories, and customer loyalty programs are paying off. With performance models in demand and a modern retail strategy in place, the second half of the year looks promising.
