US premium auto market Q1 2026 results and trends

The U.S. premium automotive market showed mixed results in the first quarter of 2026. BMW remains the leader, selling 84,231 vehicles, though that represents a decline of nearly 4% compared to the previous year.

Lexus holds second place with 80,952 cars sold, down 2.5%, while Mercedes-Benz is close behind at 78,500 vehicles. However, Mercedes' actual passenger car sales were around 70,000 units, with the rest coming from commercial vehicles.

Audi has essentially dropped out of public reporting, as quarterly data was not disclosed—a sign that likely indicates weak performance. Among second-tier brands, Acura stood out with 5.2% growth, overtaking Cadillac, which lost over 15% of its sales. Volvo and Porsche also saw declines, and Infiniti continues to lose ground.

Overall, the market is under pressure. High prices, a challenging economic climate, and even weather conditions in the U.S. have affected demand. Despite this, premium brands are maintaining relatively stable positions, thanks to a broad model lineup ranging from internal combustion engines to electric vehicles.

The premium segment is currently undergoing a realignment. The leaders remain the same, but competition is intensifying, and mistakes—like those some brands made during the electrification era—are quickly punished by the market.