BMW’s electric vehicle (EV) sales in North America took a significant hit in Q2 2025, dropping 21.2% compared to the same period in 2024, despite a modest 1.6% overall sales increase for the brand in the first half of the year. This decline, reported by BMW of North America, highlights shifting consumer preferences and challenges in the EV market, even as the automaker’s traditional passenger cars and MINI brand show robust growth.

Electrified Lineup Faces Steep Declines

BMW’s EV portfolio struggled in Q2 2025, with sales of battery electric vehicles (BEVs) falling to 11,094 units, down from 14,081 units in Q2 2024. The flagship i5 sedan saw the sharpest drop, with sales plummeting 43.6% to 1,434 units. The i7 luxury sedan decreased by 11.7% to 820 units, while the iX SUV fell 12.1% to 3,116 units. The i4, a bright spot in prior quarters, also declined 19%. For the first half of 2025, BMW sold 24,632 BEVs, a slight 0.7% dip from 24,794 units in H1 2024.

Bmw Ev Sales Plummet 21.2% In Q2 2025 As North American Demand Shifts

These declines align with broader industry challenges, including tariff-related disruptions that paused EV shipments to dealerships. Additionally, none of BMW’s EVs qualify for the full $7,500 federal tax credit in 2025 due to battery sourcing restrictions, potentially impacting affordability compared to competitors like Tesla, which retains full incentives for models like the Model 3 and Model Y.

Passenger Cars and MINI Drive Growth

While EVs struggled, BMW’s passenger cars and MINI brand bolstered overall performance. In H1 2025, BMW sold 178,499 vehicles in North America, up 1.6% from 175,712 in H1 2024. Passenger car sales surged 11.2% year-over-year, with Q2 alone showing a 9.7% increase. MINI sales soared 19% in H1, reaching 14,592 units, and jumped 29.1% in Q2, adding 1,718 vehicles over Q2 2024.

“Our sales performance over the first half of the year is a clear indication that we have the right strategy, products, and dealer network to succeed,” said Sebastian Mackensen, President and CEO, BMW of North America. “We’re confident in our business and look forward to building on this progress in the second half of the year, despite some challenges in the marketplace.”

Industry Trends and Future Outlook

The EV sales drop reflects a cautious North American market, where consumers appear less enthusiastic about electrification than automakers anticipated. BMW’s “Light Truck” SUV segment, including models like the X3 and X5, fell 5.9% in H1 and 7.7% in Q2, suggesting a broader softening in demand for larger vehicles. Meanwhile, the success of passenger cars and MINI’s compact offerings indicates buyers favor efficiency and affordability amid economic uncertainty.

BMW’s EV strategy faces hurdles, but the upcoming Neue Klasse platform, debuting in 2026 with the iX3 and i3, promises improved range and performance on a dedicated EV architecture. For now, the 21.2% Q2 EV sales decline—equating to roughly 2,987 fewer vehicles—underscores the need for competitive pricing and incentives. With potential changes to the $7,500 tax credit looming, BMW must navigate regulatory and economic headwinds to regain EV momentum.

Photos courtesy of BMW