This week, BMW Group unveiled tentative sales statistics for the prior year. While significant focus has been placed on the main brand and its groundbreaking M division, the performance of other subsidiaries in 2025 offers a varied outlook. MINI experienced a notable surge in deliveries, whereas Rolls-Royce saw a slight decrease.
MINI’s sales jumped by 17.7% to 288,290 units, though this figure remains under the brand’s peak of 372,194 vehicles sold in 2017. Whether BMW’s British division can approach those figures in the upcoming years is still in question.
The lack of electric models such as the Cooper and Aceman in the U.S. has likely affected sales negatively. In 2025, roughly one-third of all globally sold MINIs were fully electric, highlighting the lost potential in the U.S. market, particularly since the BMW iX1 and iX2 are also not available there.
For Rolls-Royce, 2025 proved to be a modest year, with deliveries falling by 0.8% to 5,664 vehicles. The Cullinan remained the brand’s leading seller, while the fully electric Spectre coupe unexpectedly claimed the second position, outpacing the Ghost. The brand’s peak year was 2023, with 6,032 units sold.
Rolls-Royce emphasizes profit margins that surpass those of any BMW or MINI model. Despite the slight decrease in sales, 2025 was likely financially successful, as demand for custom commissions doubled from the prior year, enabling the brand to sustain high price levels.
Looking ahead, it will be intriguing to observe whether BMW Group will begin reporting ALPINA sales separately. The brand name was obtained in 2022, but the inaugural model of this new era is not anticipated until later this year, based on the revamped 7 Series, with customer deliveries expected to be postponed until 2027. The second-generation X7 will also undergo the ALPINA transformation, featuring a mix of gasoline engines and electric powertrains.
The forthcoming ALPINA models are expected to bridge the gap between the 7 Series and X7 on one side and the Rolls-Royce Ghost and Cullinan on the opposite side. Through this distinct brand, BMW intends to challenge Mercedes-Maybach by providing fully equipped versions of its flagship models, enhanced with ALPINA’s distinct flair.
