21:08 31-05-2026

BMW Beats Audi and Mercedes in Europe — But Its Market Share Is Slipping

BMW leads Audi and Mercedes in Europe through April 2026 with 267,075 registrations and 1.1% growth, but its market share slipped from 5.9% to 5.7%.

BMW opened 2026 in Europe stronger than its two main German rivals. According to ACEA data, the brand registered 267,075 cars in the first four months, a 1.1% gain on the same period last year. That was enough to keep a comfortable lead over Audi and Mercedes.

Audi sits second with 230,595 cars and 7.2% growth. Mercedes takes third place with 222,744 registrations, up 3.4% year-on-year. Against the German trio, Lexus almost disappears: Toyota’s premium brand dropped 10.8%, to 23,885 cars. But there’s an important footnote for BMW — in absolute numbers the brand grew, but its market share slipped from 5.9% to 5.7%.

The reason isn’t a drop in demand for BMW, but the fact that several rivals grew much faster. Fiat, for instance, jumped 29.2% to 131,863 cars, while Skoda climbed 14.6% to 300,163 units. Within BMW Group, MINI posted strong momentum: January-April registrations were up 12.8%, to 60,077 cars. The group’s combined result reached 327,152 vehicles, a 3.1% gain.

BMW Group’s market share also dipped slightly, from 7.1% to 7%. The mix is shifting too. Through April, hybrids accounted for 38% of European registrations, petrol cars for 22.4%, electric cars for 20.9%, and plug-in hybrids for 10.1%. Diesel continues to fade: its share fell to 6.7%.

BMW has reasons to expect the rest of the year to hold up. The Debrecen plant is already running two shifts to keep up with demand for the iX3, and a more affordable rear-wheel-drive version should sustain interest in the model. The Neue Klasse family expands in August, when production of the i3 sedan starts in Munich. The new X5 and the next 3 Series arrive later in the year, but they’re unlikely to move the 2026 numbers much.

The real impact of those cars, along with the upcoming iX4, will land in 2027. The refreshed 7 Series won’t move the needle either: starting at €117,900, it’s more about image than volume. BMW remains the top German premium brand in Europe, but the fight is getting tighter. Audi is growing faster, Mercedes is gaining too, and the market itself is moving toward hybrids and EVs faster than before.