BMW dominates premium motorcycle sales in 2025 with 202,563 units sold
BMW Motorrad closed 2025 with another strong global performance, delivering 202,563 motorcycles worldwide and marking its fourth consecutive year of surpassing the 200,000-unit milestone. The result reinforces the brand’s continued dominance in the premium motorcycle segment, despite a challenging global market environment.
The company achieved this performance amid a worldwide slowdown in the over-500 cc segment, heightened price competition, regulatory pressures, volatile market conditions, and the introduction of new customs regulations.
Even so, BMW Motorrad recorded all-time best sales results in several markets, including Italy, Spain, Japan, Australia, Portugal, Canada, Malaysia, and the Netherlands. December alone contributed 15,109 units, making it the third-best December in the brand’s history and a strong finish to the year.
“In a demanding market environment, we played to our strengths and performed better than ever in many markets and segments. In key markets such as Germany we were even able to gain market share (+4.1 p.p. over 500 cc) and expand our market leadership. We owe this leading position to our commitment to technological leadership, a consistent strategic focus on brand strength and, not least, an attractive product offering. BMW Motorrad will continue to build on these success drivers, which is why I look to 2026 with great confidence,” said BMW Motorrad CEO Markus Flasch.
Europe remained BMW Motorrad’s strongest region, with 118,814 units sold, slightly higher than the previous year. Germany continued to be the brand’s largest single market globally with 25,516 motorcycles sold, followed by France, Italy, and Spain. Outside Europe, the USA, Brazil, and China also made significant contributions to overall sales.
Product strength remained a key driver, led by the BMW R 1300 GS Adventure and R 1300 GS, while strong demand was also seen across the S-series, middleweight models, and Urban Mobility lineup. Entering 2026, BMW Motorrad aims to further solidify its leadership position, with new product launches and global events set to fuel continued momentum.
