This particular sales race isn't close
BMW is currently on track to retain the luxury sales crown in the U.S. after major automakers reported first-half sales. The company has enjoyed thriving sales over the last few years while some rivals have slipped. One of those is Audi, which has seen a significant drop in 2026 sales so far. It’s well behind BMW, but how big is the gap? We’ve crunched the numbers and compared these great rivals.
BMW Vs. Audi Sales 2026
2026 BMW X5 M
BMW
Through the first half of 2026, BMW has sold 186,944 vehicles in the United States, a 4.7% year-over-year increase. Those numbers exclude Mini sales. Over the same period, Audi has managed just 67,916 sales, a 17% decline. The gap between these two brands has grown even larger in 2026.
A year ago, BMW was ahead by 96,548 cars. This year, the gap has grown to 119,028, a remarkable differential for two automakers with largely similar lineups. While Audi’s second-quarter decline wasn’t as dramatic as previous quarters, it’s still well short of its great rival.
BMW
"Our second-quarter results reflect the confidence customers continue to place in the BMW brand and validate our long-term strategy for the U.S. market," said Sebastian Mackensen, President and CEO, BMW of North America. "We have outperformed the market and achieved our goal of gaining share in both the premium segment and the overall U.S. market because we have the right products at the right time and an outstanding dealer network that delivers for our customers every day.”
In 2026, sales of Audi’s electric SUVs have declined significantly, and even gas-powered SUVs like the Q3 and Q5 are down. BMW, meanwhile, posted impressive gains for core models like the 3 Series, X3, and X5.
Related: BMW Outsold Mercedes-Benz In America This Year, And It Wasn’t Even Close
BMW SUVs Thrive, Audi EVs Struggle
Audi
BMW outsold Audi in nearly every segment where both brands compete. For example, BMW sold 41,554 X5s to Audi’s 7,683 Q7s. BMW is easily selling double or more models than Audi in some segments. Here’s a look at each brand’s five best-selling models in 2026 so far.
BMW | Audi | |
1 | X5 (41,554 sales) | Q5 (22,138 sales) |
2 | X3 (37,671 sales) | Q3 (10,906 sales) |
3 | 3 Series (18,731 sales) | A5 (8,882 sales) |
4 | 4 Series (15,573 sales) | Q7 (7,683 sales) |
5 | X1 (15,018 sales) | Q8 (6,344 sales) |
Audi sold just eight Q4 Sportback e-trons in the first half, a slide of 99%. The normal Q4 e-tron was down 93% and the Q6 e-tron was down by 87%. These are some of the heaviest EV declines in the industry. Audi's few bright spots include increases for the A5 (+7%), A6 (+20%), and A6 Sportback e-tron (+91%), but these models aren't selling in large enough volumes to offset the decline in demand for the rest of the lineup.
Even BMW’s older models are proving resilient, with the 3 Series increasing 32.3% and the X5 up by 23.7%. BMW’s iX is down by 48.9% as the brand prepares to discontinue this electric SUV.
Some of these Audi EV models may not stay around for much longer as the Volkswagen Group looks to cut up to 50% of its models as part of a major restructuring effort.
What It Means
Audi Q5 Badge
Audi
It’s a tough time for Audi in the United States. The brand has invested more heavily in EVs but these models have failed to take off. Even the brand’s normally popular gas-powered SUVs have seen declines. The company has also been hurt by questionable decisions, such as the cheapening of its usually top-quality cabins, once revered as the industry’s best. But a fresh Q7 and the bigger Q9 are on the way, two models expected to boost the brand’s fortunes once more.
BMW has better navigated the effect of tariffs and fluctuating demand for electric models, as it’s on track for another leading sales year in the luxury segment. Unlike Audi, BMW still produces sports cars and coupes, keeping enthusiasts engaged. These, along with its traditional gas-powered sedans and SUVs, have continued performing well. If the Neue Klasse generation of BMWs maintains this momentum when they arrive, it’s hard to see Audi catching up anytime soon.
Related: All-New Audi Q7 Debuts with More Space, Better Tech, and a V8 Sibling
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