BMW has been the best-selling luxury automaker in the U.S. for several years, and its streak looks likely to continue at the end of 2026. According to the latest sales data, which includes third-quarter sales, BMW has opened up a healthy lead over its two closest rivals, Lexus and Mercedes-Benz. Of the three, BMW is the only brand to surpass 100,000 U.S. sales in Q3. BMW’s performance is especially notable given the affordability challenges and high gas prices facing Americans this year.
Related: Lexus NX Vs. BMW X3 Sales: There’s A New Leader In 2026
BMW’s Lead Keeps Growing
BMW
BMW has sold 100,210 vehicles in Q3, up by 3.4%, and has now tallied 287,154 units for the year. After the first quarter, BMW was only ahead of Lexus by fewer than 3,300 units, but it’s now 24,386 units ahead, as per Automotive News.
|
Brand |
Q3 Sales |
2026 YTD Sales |
|
BMW |
100,210 |
287,154 |
|
Lexus |
93,056 |
262,768 |
|
Mercedes-Benz |
76,200 (estimated) |
221,200 (estimated) |
Estimates put Mercedes-Benz far behind both rivals. And, while BMW’s Q3 sales were up by 3.4%, Lexus saw Q3 sales rise by a more modest 1.6%. It would take a remarkable fourth quarter from Lexus for it to overtake BMW, but that looks unlikely. It sets the stage for BMW to build on its seven-year streak of being the top-selling luxury brand in the U.S., and a three-year streak of record sales in the country.
“Our dealers and our brand continue to buck the trend of what’s happening in the premium space overall,” Tom Shanley, BMW of North America’s executive vice president of operations, told Automotive News. “We expect to carry that momentum into Q4. Our plan is to continue to take share and to outpace the market, our competition and hopefully finish 2026 with our fourth consecutive record year.”
BMW Models Leading The Charge
BMW
The top-selling BMW in 2026 so far is the X5, with sales of 63,767 units, just ahead of the X3. Here’s a look at the top 5 best-selling BMWs in the U.S. through Q3:
- BMW X5: 63,767 (+22.9%)
- BMW X3: 60,128 (+20.2%)
- BMW 3 Series: 29,987 (+37.3%)
- BMW 4 Series: 24,093 (-24.4%)
- BMW X1: 22,476 (+9.7%)
The 3 Series sedan is experiencing a resurgence in U.S. sales this year, despite the fact that the current G20 model is due to go out of production soon. Its replacement, the G50 Neue Klasse 3 Series, has already been revealed, and it will have a tough act to follow. The same goes for the all-new X5, which will replace the popular G05 fourth-generation model.
Based on early sales of the iX3, BMW’s Neue Klasse vehicles look set to maintain the brand’s status as the best-selling luxury brand in America.
Related: BMW 3 Series Sales Surge 46% Just as the New Model Arrives
What It Means
BMW
The luxury sales race was once closer between these three brands, but BMW’s strategy seems to be resonating the most with buyers. While Lexus has faced declining sedan sales with the launch of the new ES and Mercedes has shifted focus to more expensive, high-margin models, BMW is still seeing strong demand for its SUV and sedan lineups. A flexible powertrain strategy has helped, too, and although BMW’s new design language has been divisive, the sales charts suggest that it hasn’t turned off buyers in the luxury segment.
Related: Lexus ES Sales Collapsed 89% While IS Sales More Than Doubled
