<div id="readability-page-1"><div><p>Early this month we reported 2025 US auto sales for the top 11 automakers, from General Motors to Volkswagen/Audi. That’s most, but not the entire story.</p><p>According to our calculations, luxury brands accounted for 12.54% of the total US market in 2025, just a tick down from 12.55% market share in 2024. This might seem counter to an industry average transaction price that’s about to breach $50,000. But it’s really another sign that all brand-new cars and trucks are becoming luxury items, whether well-equipped six-figure Cadillac Escalades or $62,000 Ford F-150 Lariats.</p><p>Before the pandemic, Mercedes-Benz, BMW, and Lexus were in a cutthroat race to claim the title of best-selling luxury vehicle brand in the US. Now, Mercedes doesn’t report full-year sales until the second week of January, about a week after BMW and Lexus. Jaguar Land Rover has not reported its US numbers at all (which would be way down for 2025 after a cyberattack shuttered JLR production for more than a month last fall).</p><p>A note about Tesla: With an adjusted sales estimate of 541,000 last year according to AutoForecast Solutions, it would be the number one luxury brand on this list (Tesla does not break out US sales numbers from its global sales figures). But Tesla’s two most popular models are the Model Y, which lists for about $40,000, and the Model 3, about $3,000 less. Note that Tesla finished 10th among all automakers, just behind #9 Subaru and ahead of #11 Volkswagen/Audi.</p><p>On top of all that, Tesla’s US sales plunged by 13.16% in 2025 over 2024, thanks largely to the Trump administration’s kill-off of the $7,500 new-EV tax credit and growing EV competition from “legacy” automakers. Therefore, instead of Tesla, our list of best-selling luxury brands and automakers begins with…<br/></p><h3>BMW</h3><p><strong>Sales:</strong> 388,897<br/><strong>Change:</strong> Up 4.7%</p><p>The best-selling BMW is the X3, with 76,546 sold, up 11.3% over ’24. The X5, which outsold X3 in 2024, was close behind last year, at 76,246, up 5.4%.</p><p>If you combine the longtime Golden Bimmer Child 3-Series with its close sibling 4-Series, total sales place it third in the brand at 72,410 last year. That’s 33,031 of the 3-Series, up 5.4%, and 39,379 4-Series, off 7.65%. Some car light for you at the end of the SUV tunnel</p><figure><div><div><p><span><img src="https://imageproxy.pbkrs.com/https://s.yimg.com/ny/api/res/1.2/nrDyHZAr6UHZYHn9n4lQLw--/YXBwaWQ9aGlnaGxhbmRlcjt3PTk2MDtoPTUzOQ--/https://media.zenfs.com/en/autos.autoweek.com/310ffa902d4549a8f070a54b6f1b45fa?x-oss-process=image/auto-orient,1/interlace,1/resize,w_1440,h_1440/quality,q_95/format,jpg" width="959" height="539" original-src="https://imageproxy.pbkrs.com/https://s.yimg.com/ny/api/res/1.2/nrDyHZAr6UHZYHn9n4lQLw--/YXBwaWQ9aGlnaGxhbmRlcjt3PTk2MDtoPTUzOQ--/https://media.zenfs.com/en/autos.autoweek.com/310ffa902d4549a8f070a54b6f1b45fa"/></span></p></div></div><p></p><figcaption><span>UWE FISCHER</span></figcaption><p></p></figure><h3>Lexus</h3><p><strong>Sales:</strong> 370,260<br/><strong>Change: </strong>Up 7.1%</p><p>Lexus outsold BMW by just 18,637 vehicles last year, and Mercedes passenger cars by 27,060. Lexus claimed its best year for sales ever in 2025, with its bestseller RX off 4.5% to 118,636 and its bestselling sedan, the ES, off 7.5% to 39,926.</p><p>Speaking of commodity brands at luxury prices, every Lexus sedan was outsold by Toyota’s $58,195-plus Land Cruiser at 43,946, up 50.9%.</p><figure><div><div><p><span><img src="https://imageproxy.pbkrs.com/https://s.yimg.com/ny/api/res/1.2/7rbafyS_Druuhrwl5k9KVg--/YXBwaWQ9aGlnaGxhbmRlcjt3PTk2MDtoPTY0MA--/https://media.zenfs.com/en/autos.autoweek.com/4b0e695c5a14098c4fbcef042dc378ba?x-oss-process=image/auto-orient,1/interlace,1/resize,w_1440,h_1440/quality,q_95/format,jpg" width="960" height="640" original-src="https://imageproxy.pbkrs.com/https://s.yimg.com/ny/api/res/1.2/7rbafyS_Druuhrwl5k9KVg--/YXBwaWQ9aGlnaGxhbmRlcjt3PTk2MDtoPTY0MA--/https://media.zenfs.com/en/autos.autoweek.com/4b0e695c5a14098c4fbcef042dc378ba"/></span></p></div></div><p></p><figcaption><span>Lexus</span></figcaption><p></p></figure><h3>Mercedes-Benz</h3><p><strong>Sales:</strong> 343,200<br/><strong>Change:</strong> Up 1%</p><p>Is the van life saturated? Mercedes applied three-pointed stars to 40,000 vans last year, a 14% drop versus 2024.</p><p>Mercedes stopped reporting individual models’ sales years ago and in mid-2025, switched from reporting wholesale numbers to reporting retail sales numbers.</p><figure><div><div><p><span><img src="https://imageproxy.pbkrs.com/https://s.yimg.com/ny/api/res/1.2/Nym6O9_wfpGYuBsG_yb76g--/YXBwaWQ9aGlnaGxhbmRlcjt3PTk2MDtoPTU0MA--/https://media.zenfs.com/en/autos.autoweek.com/657632d372403df2bd6525fed6240fb1?x-oss-process=image/auto-orient,1/interlace,1/resize,w_1440,h_1440/quality,q_95/format,jpg" width="960" height="540" original-src="https://imageproxy.pbkrs.com/https://s.yimg.com/ny/api/res/1.2/Nym6O9_wfpGYuBsG_yb76g--/YXBwaWQ9aGlnaGxhbmRlcjt3PTk2MDtoPTU0MA--/https://media.zenfs.com/en/autos.autoweek.com/657632d372403df2bd6525fed6240fb1"/></span></p></div></div><p></p><figcaption><span>Mercedes-Benz AG – Communications &amp; Marketing</span></figcaption><p></p></figure><h3>Cadillac</h3><p><strong>Sales:</strong> 173,515<br/><strong>Change:</strong> Up 8.3%</p><p>Escalade long has been Caddy’s cash cow and last year, General Motors’ lux brand sold 57,481 of them, consisting of 49,366 conventional Escalades, up 20.4%, plus 8,115 Escalade IQ EVs in its first full sales year. Lead sedan is the CT5, at just 16,561, up 11.4%.</p><p>Cadillac sold 20,971 Lyriqs, down 26.2%, plus 12,187 Optiqs and 7,879 Vistiqs both in their first full year, for healthy total of 49,152 electrics. There were no Celestiq sales numbers on Cadillac’s 2025 sales chart.</p><figure><div><div><p><span><img src="https://imageproxy.pbkrs.com/https://s.yimg.com/ny/api/res/1.2/CVJ99kpbcY4QskQ8zAa75A--/YXBwaWQ9aGlnaGxhbmRlcjt3PTk2MDtoPTcxOQ--/https://media.zenfs.com/en/autos.autoweek.com/8dab336fbb1ea834b0e31dd56808f7c1?x-oss-process=image/auto-orient,1/interlace,1/resize,w_1440,h_1440/quality,q_95/format,jpg" width="960" height="719" original-src="https://imageproxy.pbkrs.com/https://s.yimg.com/ny/api/res/1.2/CVJ99kpbcY4QskQ8zAa75A--/YXBwaWQ9aGlnaGxhbmRlcjt3PTk2MDtoPTcxOQ--/https://media.zenfs.com/en/autos.autoweek.com/8dab336fbb1ea834b0e31dd56808f7c1"/></span></p></div></div><p></p><figcaption><span>Cadillac</span></figcaption><p></p></figure><h3>Audi</h3><p><strong>Sales:</strong> 164,942<br/><strong>Change:</strong> Down 16%</p><p>The Q3 remains the brand’s best seller, and with 23,581 sold, down 27%, is quite representative of how bad a year Audi had. The Q6 e-tron was a bright spot, with 17,207 sold, up from 966 in 2024. The other gainers on Audi’s chart were A7, up 5% to 1654 and Q8, also up 5%, to 10,881.</p><figure><div><div><p><span><img src="https://imageproxy.pbkrs.com/https://s.yimg.com/ny/api/res/1.2/mknctjJjCqalfc4t51VAlA--/YXBwaWQ9aGlnaGxhbmRlcjt3PTk2MDtoPTgxNw--/https://media.zenfs.com/en/autos.autoweek.com/1a8bc6673156688dc6cbeb00b8865ec9?x-oss-process=image/auto-orient,1/interlace,1/resize,w_1440,h_1440/quality,q_95/format,jpg" width="960" height="817" original-src="https://imageproxy.pbkrs.com/https://s.yimg.com/ny/api/res/1.2/mknctjJjCqalfc4t51VAlA--/YXBwaWQ9aGlnaGxhbmRlcjt3PTk2MDtoPTgxNw--/https://media.zenfs.com/en/autos.autoweek.com/1a8bc6673156688dc6cbeb00b8865ec9"/></span></p></div></div><p></p><figcaption><span>Audi</span></figcaption><p></p></figure><h3>Acura</h3><p><strong>Sales:</strong> 133,433<br/><strong>Change:</strong> Up 0.8%</p><p>Another sport-ute-dependent premium brand, with MDX off 17.3% to 41,460 and the RDX down 26.4% to 31,627. The new ADX made up for their sales decreases, with 20,133 sold. Acura moved 12,005 ZDXs, up 62.4%. That’s 79% of Acura’s total volume.</p><p>Consolation for car enthusiasts is that while Integra sales fell 17.3%, it still topped the ADX’s number, at 20,178.</p><figure><div><div><p><span><img src="https://imageproxy.pbkrs.com/https://s.yimg.com/ny/api/res/1.2/CGMl__0.ls0dBeq5cZ90Vg--/YXBwaWQ9aGlnaGxhbmRlcjt3PTk2MDtoPTY0MQ--/https://media.zenfs.com/en/autos.autoweek.com/c632bba10e32275cfe4889e9b95338e1?x-oss-process=image/auto-orient,1/interlace,1/resize,w_1440,h_1440/quality,q_95/format,jpg" width="960" height="641" original-src="https://imageproxy.pbkrs.com/https://s.yimg.com/ny/api/res/1.2/CGMl__0.ls0dBeq5cZ90Vg--/YXBwaWQ9aGlnaGxhbmRlcjt3PTk2MDtoPTY0MQ--/https://media.zenfs.com/en/autos.autoweek.com/c632bba10e32275cfe4889e9b95338e1"/></span></p></div></div><p></p><figcaption><span>dan howell</span></figcaption><p></p></figure><h3>Lincoln</h3><p><strong>Sales: </strong>106,868<br/><strong>Change: </strong>Up 2%</p><p>Nautilus led its all-SUV lineup, at 33,744 sold, down 7.7%. The only model with a positive year was the redesigned Navigator, up 42.8% to 22,185 but still envious of the Cadillac Escalade’s dominance in the segment.</p><figure><div><div><p><span><img src="https://imageproxy.pbkrs.com/https://s.yimg.com/ny/api/res/1.2/iM5zsIMtUU1i5HDciZd_7A--/YXBwaWQ9aGlnaGxhbmRlcjt3PTk2MDtoPTY0MA--/https://media.zenfs.com/en/autos.autoweek.com/08fbb50972c594da38e184443ab720cb?x-oss-process=image/auto-orient,1/interlace,1/resize,w_1440,h_1440/quality,q_95/format,jpg" width="960" height="640" original-src="https://imageproxy.pbkrs.com/https://s.yimg.com/ny/api/res/1.2/iM5zsIMtUU1i5HDciZd_7A--/YXBwaWQ9aGlnaGxhbmRlcjt3PTk2MDtoPTY0MA--/https://media.zenfs.com/en/autos.autoweek.com/08fbb50972c594da38e184443ab720cb"/></span></p></div></div><p></p><figcaption><span>Lincoln</span></figcaption><p></p></figure><h3>Genesis</h3><p><strong>Sales:</strong> 82,331<br/><strong>Change:</strong> Up 10%</p><p>Lux-car trivia: Hyundai was about to launch Genesis with its luxury sedan and rear-drive sport coupe in the late ‘00s when the Great Recession hit. Instead, it waited for most of a decade.</p><p>Now in its 10th year, Genesis has passed Infiniti and Porsche in the US and is growing at a rate in which it could catch Lincoln sales in three or four years. Genesis GV70, at 33,876, up 26%, GV80 at 23,799, up 4% and GV80 Coupe at 3,874, up 166%, each had their best year ever.</p><figure><div><div><p><span><img src="https://imageproxy.pbkrs.com/https://s.yimg.com/ny/api/res/1.2/qJD4gW0rW9TQtsYELokYQg--/YXBwaWQ9aGlnaGxhbmRlcjt3PTk2MDtoPTUxMA--/https://media.zenfs.com/en/autos.autoweek.com/e83a9cc05c7d0f83671fb7fc4fccb720?x-oss-process=image/auto-orient,1/interlace,1/resize,w_1440,h_1440/quality,q_95/format,jpg" width="960" height="510" original-src="https://imageproxy.pbkrs.com/https://s.yimg.com/ny/api/res/1.2/qJD4gW0rW9TQtsYELokYQg--/YXBwaWQ9aGlnaGxhbmRlcjt3PTk2MDtoPTUxMA--/https://media.zenfs.com/en/autos.autoweek.com/e83a9cc05c7d0f83671fb7fc4fccb720"/></span></p></div></div><p></p><figcaption><span>Genesis</span></figcaption><p></p></figure><h3>Porsche</h3><p><strong>Sales:</strong> 79,219<br/><strong>Change:</strong> Up 0.07%</p><p>Another best-year-ever brand for US sales, though by just 52 units over 2024. Sales of the 718 rose by 12.3% to 6,399 while 911 sales slipped 3.9% to 14,128. Taycan was off 12.7% to 4,142 and Panamera was up 16.8% to 4,651. Macan was Porsche’s best seller, up 7.8% to 27,139 sold.</p><figure><div><div><p><span><img src="https://imageproxy.pbkrs.com/https://s.yimg.com/ny/api/res/1.2/lYu5U1TELv_jmR7LNYJ8ew--/YXBwaWQ9aGlnaGxhbmRlcjt3PTk2MDtoPTU0MA--/https://media.zenfs.com/en/autos.autoweek.com/09dca33034574ebd4a64e8ad8481521a?x-oss-process=image/auto-orient,1/interlace,1/resize,w_1440,h_1440/quality,q_95/format,jpg" width="960" height="540" original-src="https://imageproxy.pbkrs.com/https://s.yimg.com/ny/api/res/1.2/lYu5U1TELv_jmR7LNYJ8ew--/YXBwaWQ9aGlnaGxhbmRlcjt3PTk2MDtoPTU0MA--/https://media.zenfs.com/en/autos.autoweek.com/09dca33034574ebd4a64e8ad8481521a"/></span></p></div></div><p></p><figcaption><span>Porsche</span></figcaption><p></p></figure><h3>Infiniti</h3><p><strong>Sales:</strong> 52,846<br/><strong>Change: </strong>Down 9%</p><p>Whether Infiniti can survive as a sport-ute-only premium/lux brand remains to be seen. If Nissan tries to keep it going, consider ’25 and ’26 “rebuilding” years.</p><p>The QX60 was its best seller, accounting for nearly 58% of the brand’s sales, at 30,538, up 9.8%. The QX80 was up 31.4% to 13,590. If you wanted a Q50 sedan, hope you grabbed one of the last 529.</p><figure><div><div><p><span><img src="https://imageproxy.pbkrs.com/https://s.yimg.com/ny/api/res/1.2/iod0raRhjwNkQnl3mVX8pA--/YXBwaWQ9aGlnaGxhbmRlcjt3PTk2MDtoPTcyMA--/https://media.zenfs.com/en/autos.autoweek.com/78b784667b7e945ef03b14fe05d4e9ff?x-oss-process=image/auto-orient,1/interlace,1/resize,w_1440,h_1440/quality,q_95/format,jpg" width="960" height="720" original-src="https://imageproxy.pbkrs.com/https://s.yimg.com/ny/api/res/1.2/iod0raRhjwNkQnl3mVX8pA--/YXBwaWQ9aGlnaGxhbmRlcjt3PTk2MDtoPTcyMA--/https://media.zenfs.com/en/autos.autoweek.com/78b784667b7e945ef03b14fe05d4e9ff"/></span></p></div></div><p></p><figcaption><span>Tim Sutton</span></figcaption></figure></div></div>

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<p>In 2025, luxury brands held a 12.54% share of the US auto market, slightly down from 12.55% in 2024, despite rising average transaction prices. BMW led luxury sales with 388,897 units, followed by Lexus at 370,260 and Mercedes-Benz at 343,200. Tesla, while not breaking out US sales, saw a 13.16% decline in sales due to the loss of EV tax credits. Cadillac and Audi also reported varying sales changes, with Cadillac selling 173,515 units and Audi down 16% to 164,942 units. Overall, the luxury market is becoming more expensive rather than expanding.</p>

- In 2025, luxury brands accounted for 12.54% of the US auto market, reflecting a slight decline from 2024, despite increasing vehicle prices.  
- BMW led sales among luxury automakers, selling 388,897 units, while Lexus followed with 370,260 and Mercedes-Benz at 343,200 units.  
- Tesla's sales fell by 13.16% largely due to the elimination of the EV tax credit and intensified competition, leading to its ranking as the 10th overall automaker.

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US Luxury Auto Sales by Brand, 2025: Luxury Isn’t Growing, It’s Just Getting More Expensive