The BMW X5 and Audi Q7 have challenged each other for two decades in the U.S., ever since the first-generation Q7 arrived here. Today, the rivalry in the midsize luxury crossover segment remains intense. New X5 and Q7 models were revealed this year, pushing the nameplates into even more upmarket territory. But how have the existing X5 and Q7 been selling in 2026? With third-quarter results posted over the last few days, one of these midsize SUVs is proving to be a lot more popular with American buyers.
Related: BMW X3 Vs. Audi Q5 Sales: The Gap Is Getting Hard to Ignore
X5 Is Crushing Q7 In 2026
2026 BMW X5
BMW
Looking at the sales figures, it’s hard to believe these two vehicles are in the same class and from two equally prestigious brands. The BMW X5 has outsold the Audi Q7 for some time, but its lead in 2026 over the first three quarters has increased versus the same period in 2025. Here’s what the numbers look like.
|
2026 Year-to-Date |
2025 Year-to-Date |
% Change |
|
|
BMW X5 |
63,767 |
51,870 |
+22.9% |
|
Audi Q7 |
13,754 |
14,257 |
-4% |
For every Q7 Audi sold this year, BMW sold approximately 4.6 X5 models. The X5 is BMW’s best-selling model and saw a nearly 23% increase in sales, while Audi’s best-seller in 2026 is the Q5, at 33,509 units. The BMW X5 is now ahead of its rival by over 50,000 units, which shows that despite both vehicles showing a few wrinkles, the X5 has remained the overwhelmingly more popular model.
While the X5 is more fun to drive, its enormous sales lead is hard to explain. The outgoing Q7 is a plush, comfortable luxury SUV with an immaculate interior, but it simply hasn’t resonated with American buyers like the BMW has.
The X5 is a key reason that BMW is on track to finish 2026 as the best-selling luxury automaker in the U.S., which would extend a seven-year streak.
Related: All-New Audi Q7 Debuts with More Space, Better Tech, and a V8 Sibling
What’s Next For The X5 and Q7?
2027 BMW X5
BMW
The fifth-generation X5 was unveiled in June. It adopts the design featured on other Neue Klasse BMWs like the iX3, and is an entirely revolutionary step forward for the X5 nameplate. BMW went to town with the new X5’s powertrain options, as mild hybrid, plug-in hybrid, electric, and hydrogen options will all be available. It features a tech-forward dashboard layout with some zany steering wheel designs, hexagonal touchscreens, and a full-width display below the windshield. If it drives as well as the outgoing model, there should be no reason that the X5’s domination won’t continue.
Also in June, Audi took the covers off the new Q7. It doesn’t offer the same powertrain diversity as the BMW and its design isn’t quite as groundbreaking, but it’s also less polarizing. V6 and V8 engines are on offer, with the latter producing 591 horsepower. The plush interior is also dominated by screens, with three of them arranged across the dashboard. Despite the arrival of the larger Q9, the Q7 is still a large and spacious SUV with three rows, and like the new X5, auto opening/closing doors are available.
Whether the Q7 has evolved enough to eat into the X5’s lead on the sales charts will become clearer over the next year or so, but the new-generation models have upped their game in a competitive segment.
Related: Audi Q7 Vs. BMW X5 Reliability: One Luxury SUV Pulls Ahead
