In the ongoing battle of the luxury sedans, BMW appears to have pulled significantly ahead of its archrival, Mercedes-Benz. Just a year after both brands unveiled their next-generation models, the BMW 5 Series and the Mercedes-Benz E-Class, early 2025 sales data show a decisive edge for the Bavarians.
According to Dataforce, as reported by Automotive News Europe, BMW has sold 20,402 units of the 5 Series in the first four months of 2025, eclipsing Mercedes-Benz’s 15,811 E-Class units over the same period. Despite both sedans recording notable year-over-year growth, the gap of nearly 5,000 cars clearly signals which way buyer preferences are tilting.
Strong Growth, But Uneven Gains
BMW’s 5 Series has seen a remarkable 56% increase in sales compared to the same period in 2024. The redesigned model, praised for its bold design, intuitive tech interface, and refined powertrains, has resonated strongly with customers across Europe and North America.
In contrast, Mercedes-Benz’s E-Class, though up 19% year-over-year, hasn’t quite generated the same momentum. Industry insiders say the model’s more evolutionary update and conservative tech rollout may be partly to blame. With Stuttgart’s proud sedan now narrowly ahead of the aging Audi A6/S6 (13,774 units), the pressure is on Mercedes to make up lost ground as the year progresses.
Segment Leaders and Stragglers
While BMW and Mercedes continue their tight duel, Audi’s A6/S6 has quietly remained a strong contender, posting a 10% increase in sales. However, others in the executive sedan segment haven’t fared nearly as well.
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Volvo’s S90/V90 sold only 2,722 units, struggling to gain traction despite a recent mild refresh.
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Lexus’s ES managed 1,397 sales, still hampered by limited availability in key markets.
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Audi’s S7/A7 duo held steady with 1,216 units, signaling niche but consistent demand.
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Maserati Ghibli, now nearing the end of its lifecycle, recorded a mere 51 units sold.
Electrified Showdown: i5 Surges Ahead
BMW’s electric ambitions are also paying off. The all-electric BMW i5 sedan sold 8,843 units, slightly edging out the Audi A6 E-Tron at 7,460. Meanwhile, Mercedes-Benz EQE sedan sales came in at 3,740, a sobering figure for a brand aggressively pushing into electrification.
Analysts note that BMW’s decision to integrate the i5 seamlessly into the 5 Series lineup, both in design and user experience, has helped convert more traditional ICE buyers into EV enthusiasts. Mercedes, on the other hand, continues to sell the EQE as a separate line, which may be contributing to its slower adoption.
A Shrinking Field
Notably absent from the list is the Jaguar XF, a once-credible rival that has now bowed out entirely. Production officially ended in mid-2024 as Jaguar embarks on a high-stakes reinvention to position itself as a boutique luxury brand on par with Bentley, Maybach, and Porsche. With fewer options in the segment, BMW and Mercedes now have more room to dominate, but also higher expectations.
Looking Ahead
With momentum clearly in its favor, BMW looks set to maintain its lead unless Mercedes can inject fresh energy into the E-Class lineup or accelerate its EV game. Mid-year refreshes, pricing strategies, and new technology integrations may tip the scales in the coming months, but for now, the Bavarians are in the driver’s seat.
