BBA Sales in China Decline Collectively in 2025 as EV Competition Heats Up

[Market Dynamics] In 2025, BBA sales in China experienced a comprehensive decline, collectively losing momentum.

Key Trend: Mercedes-Benz, BMW, and Audi all fell below the 700,000-unit mark

In 2025, Mercedes-Benz sold 575,000 vehicles in China, a year-over-year drop of 19%; BMW delivered 625,500 units, down 12.5%; and Audi recorded sales of 617,000 units, a slight decrease of 4.9%. For the first time, all three brands simultaneously entered a downward trajectory, ending five consecutive years of stable high-level performance.

Industry Impact: Wordplay Fails to Mask Restructuring Market Logic

Facing declining sales, BBA has increasingly relied on qualified statements such as "leader in the market above 400,000 yuan" or "top-selling premium ICE brand," prompting industry observers to joke that "it’s time again to test our skills with adjectives." This trend reflects traditional luxury automakers’ reactive stance toward accelerating electrification and intensifying domestic competition.

Key Data: Among second-tier luxury brands, only Lexus posted slight growth

Excluding BBA, Lexus led the second-tier segment with 182,000 units sold (+0.7%), followed by Volvo (134,600 units) and Cadillac (100,800 units). All other brands reported declines.