BMW Middle East races ahead as M models, MINI, X7 drive record demand

Dubai: BMW Group Middle East has posted a standout 15.3% year-on-year sales growth in the first half of 2025, fuelled by booming demand for BMW M models, the luxury X7, and the ever-popular MINI Countryman.

The surge in sales reflects the region’s growing appetite for performance, premium comfort, and distinctive design, particularly in the UAE, which remains the brand’s top market in the Middle East.

BMW’s high-performance M division was the biggest winner this half, clocking an impressive 31.6% growth, while demand for M High-Performance variants soared 46%, highlighting strong regional interest in models like the M5 and the new M5 Touring.

The full-size BMW X7 SUV, a flagship in the brand’s luxury line-up, also saw momentum, with an 18.6% increase in sales. Meanwhile, the business-friendly BMW 5 Series saw a 23.8% rise, reinforcing its status as a key player in the brand’s premium sedan portfolio.

On the compact side, MINI posted a solid 20% growth, with the Countryman accounting for a massive 40% of MINI sales. The John Cooper Works (JCW) performance variant was another regional hit, with sales surging 63% compared to H1 2024.

The two-wheel division, BMW Motorrad, wasn’t far behind, reporting nearly 20% growth in retail sales — a testament to the region’s rising enthusiasm for adventure and leisure motorcycling.

BMW also reported a 38.5% jump in corporate and special sales across the region, supported by initiatives like the BMW Corporate Sales Conference held in Oman earlier this year, which laid the foundation for future B2B growth.

Beyond sales, BMW’s “Retail.Next” strategy continues to transform its retail network across the Middle East — blending digital innovation with in-store luxury to offer seamless, personalized service journeys. This “phygital” experience now serves as the standard for both BMW and MINI customers, enabling more flexible and connected buying and servicing experiences.

Customer loyalty also remained strong. BMW recorded a 7% increase in customer support services, and 76% of BMW vehicles under 10 years old are still serviced within its authorized network — a figure few luxury brands can match.

Through offerings like ConnectedDrive, Proactive Care, and the “Relax. We Care” program, the brand is also doubling down on digital-first, premium ownership experiences across the region.

Karim-Christian Haririan, Managing Director of BMW Group Middle East, noted: “Despite regional uncertainties, we’ve continued to deliver excellence. The surge in M sales – especially in high-performance models – reflects the emotional bond our customers have with the brand. I thank our partners and customers for making the first half of 2025 a strong success.”

As BMW prepares for the second half of the year, expectations are high that the brand will continue to ride this wave of momentum — powered by performance, innovation, and deep-rooted customer trust.