BMW’s electric vehicle (EV) focus and strategy reflect a steady push toward electrification, regional diversification, and premium brand positioning, despite mixed global market performance in Q2-2025.
BMW continues to strengthen its position in the EV segment. In the first half of 2025, the group delivered 318,949 electrified vehicles — an 18.5 percent year-on-year growth, including both fully electric and plug-in hybrid models.
The BMW brand alone contributed 272,402 electrified units, with plug-in hybrids up by 28.9 percent, signaling strong consumer demand for transitional EV technologies. Fully electric MINIs also saw robust adoption, with over one-third of MINI sales now BEVs.
BMW hit a significant milestone with the delivery of its 1.5 millionth fully electric vehicle, reinforcing its evolution from a pioneer to a mainstream EV player with over 15 fully electric models in its portfolio.
In terms of strategy, BMW is focusing on product attractiveness, regional balance, and scalability of electrification. It is expanding its electric offerings across premium segments while maintaining flexibility across powertrain types.
The company is benefiting from growth in Europe (+10.1 percent) and the U.S. (+1.4 percent), which offset a sharp 13.7 percent decline in China. Growth in the U.S. market highlights BMW’s resilience despite trade uncertainties and tariffs, helped by its local manufacturing footprint.
Consumer spending trends reveal a positive order intake across all drive types, suggesting sustained interest in both traditional and electrified models. The MINI brand stood out with +17.3 percent global growth, driven largely by EVs. BMW M GmbH also had its best-ever half-year, delivering over 100,000 performance vehicles, reflecting a strong consumer appetite for high-end models even in a transitioning market.
BMW’s growth trends show a matured EV strategy, driven by consistent innovation, an expansive electric lineup, and a balanced regional footprint. While the Chinese market remains a headwind, the company’s diversified global strategy and rising EV adoption across Europe and North America support long-term electrification and premium mobility ambitions.
Baburajan Kizhakedath