BMW Group Middle East has reported a 15.3% year-on-year increase in BMW sales for the first half of 2025, reflecting strong customer demand, robust importer performance, and sustained strategic investment across the region.
The UAE continues to lead BMW’s performance in the Middle East, with growth also driven by strong sales of BMW M, MINI, and BMW Motorrad models. High-performance and premium offerings across the product range were standout contributors.
Performance Highlights
- BMW M models rose 31.6%, while M High-Performance variants saw a remarkable 46% increase, signalling a growing preference for performance-focused driving experiences in the region.
- The BMW 7 Series maintained its flagship status, while the BMW X7 recorded an 18.6% increase, and the BMW 5 Series surged by 23.8%, cementing its role as a cornerstone of BMW’s sedan line-up.
- Corporate and special sales climbed by 38.5%, further boosted by BMW’s Corporate Sales Conference in Oman earlier this year, which laid the foundation for future expansion.
- MINI experienced 20% year-on-year growth, led by the MINI Countryman (40% of sales), with the John Cooper Works (JCW) variant jumping 63%, now representing 14% of MINI sales.
- BMW Motorrad retail sales grew nearly 20%, reflecting the rising popularity of motorcycle riding in the Middle East and the brand’s expanding appeal.
Customer Experience & Retail Transformation
The Retail.Next transformation across BMW Group Middle East’s retail network continues to redefine the customer journey, blending digital and physical interactions for a seamless “phygital” experience. This innovative concept places the customer at the centre, with flexible spaces designed to deliver personalised service and product engagement.
BMW’s Customer Support Services also saw a 7% increase in H1 2025. Impressively, 76% of BMW owners with vehicles up to 10 years old remain loyal to the authorized service network, underlining long-term customer trust.
Initiatives such as ConnectedDrive, MINI Proactive Care, and the “Relax. We Care” programme continue to enhance the aftersales experience, offering proactive service and digital convenience.
Leadership Remarks
Karim-Christian Haririan, Managing Director of BMW Group Middle East, stated:
“Despite regional uncertainties, we’ve delivered excellence across our BMW, MINI, and BMW Motorrad brands. The growth in M and M High-Performance models is especially exciting, reflecting our customers’ deep connection to the thrill of driving. I’m grateful to our importer network, partners, and loyal customers. Together, we look forward to accelerating success in the second half of the year.”
BMW Group Middle East’s performance in H1 2025 highlights its resilience, innovation, and continued dominance in the premium automotive sector across the region.
