Auto Sales India: Mercedes-Benz Maintains Sales Lead, BMW Drives EV Growth, JLR Gains Momentum, Audi Slips from Top Three

India’s luxury automobile market is off to a dynamic start in 2025, with key players—Mercedes-Benz, BMW, Jaguar Land Rover (JLR), and Audi—registering positive performances across different metrics. Each brand showcased strengths in different areas, from sales volume and electric vehicle (EV) penetration to year-on-year growth and premium segment dominance. Based on a performance-based comparison, here’s how the luxury carmakers rank:

Mercedes-Benz India

Mercedes-Benz India secures the top spot with its unmatched sales volume and dominance in the top-end vehicle (TEV) and SUV segments. The company retailed 18,928 units in FY25, the highest among its peers, and sold 4,775 units in Q1 2025, despite challenges in the entry-level segment. Its year-on-year growth stood at 4%, driven by a 34% rise in TEV sales and an impressive 51% surge in EV sales. 

More than 25% of Q1 sales came from the top-end luxury portfolio, including models like the AMG G 63 and Maybach S-Class, which now face up to 12-month waiting periods. EVs contributed 8% of Q1 sales, with models like the EQS SUV and G 580 EQ drawing strong demand. With SUVs making up 60% of total sales and the E-Class LWB being the best-selling luxury car in India, Mercedes-Benz remains the most balanced performer across volume, luxury, and electrification. 

Also Read: Mercedes-Benz India Posts Record Fiscal with 18,928 Cars Sold in FY24-25, EVs Sales Surge 51%

Santosh Iyer, Managing Director & CEO, Mercedes-Benz India said, “Our focus on strengthening the Top-End Luxury segment is highly successful, buoyed by the overwhelming response to the S-Class, the Mercedes-Maybach Night Series, the G 580 with EQ Technology and the EQS SUV. Our BEV growth has been accelerating fast, with high sales penetration.”

BMW India

BMW India ranks second, backed by the highest growth in electric vehicle sales and strong performance in the premium long-wheelbase sedan segment. The company delivered 3,914 cars in Q1 2025, marking a 7% year-on-year increase, alongside 1,373 motorcycles. 

The standout achievement was in EVs, with 646 electric vehicles sold, representing a 206% year-on-year growth—the highest EV growth rate among all luxury brands. The new BMW iX1 Long Wheelbase alone generated over 1,500 bookings and became the brand’s best-selling EV. Long-wheelbase models like the 7 Series and 5 Series posted 187% growth and now contribute 30% to total sales, up from 20% in 2021. 

BMW also maintained strong SUV sales, with 2,079 units sold, led by the X1, which alone made up 30% of SUV sales. While Mercedes-Benz remains ahead in overall volume, BMW is fast gaining ground with its electric and premium offerings.

Also Read: BMW India Delivers 3,914 Cars in Q1 2025; Logs 7 Per Cent Growth

Vikram Pawah, President and CEO, BMW Group India said, “Continuing our lead as the most preferred luxury EV brand, we have seen phenomenal growth of over 200% in our electric car sales. Similarly, BMW long-wheelbase models have captured the imagination of luxury connoisseurs across the board, growing by a remarkable +187%.”

Jaguar Land Rover

JLR India earns the third spot, thanks to its exceptional year-on-year growth and successful premium SUV strategy. With 6,183 units retailed in FY25, JLR achieved a 40% increase in sales, the highest annual growth rate among the four brands. Its Q4 performance was especially noteworthy, with 1,793 units sold, a 110% jump over the same quarter in the previous year. 

Also Read: JLR India Achieves Record Sales in FY25 with 40% Growth

JLR’s momentum was fueled by the Defender, which saw a 90% sales increase, and strong demand for locally assembled Range Rover and Range Rover Sport models, which grew 72% and 42%, respectively. While JLR’s absolute volume still lags behind BMW and Mercedes, its growth trajectory and rising appeal in the ultra-luxury SUV space underscore its growing market relevance.

Rajan Amba, Managing Director, JLR India, said, “We are incredibly proud to announce our all-time best performance in FY25. JLR India has outpaced the luxury car industry with retail and wholesale growth of around 40% in the current year on the back of 81% year-on-year growth in FY24.”

Audi India

Audi India drops to the fourth position, though it has begun 2025 on a much more promising note. The company sold 1,223 units in Q1 2025, reflecting a 17% year-on-year growth. This marks a significant turnaround following a difficult 2024, when total retail sales declined by 26.7% due to supply chain disruptions. 

Also Read: Auto Sales March 2025: SUV Demand Powers Audi India to 17% Growth in Q1 2025

Recovery was driven by strong performance from models like the Q7 and Q8, and improved inventory and supply chain management. Though Audi's Q1 volume remains the lowest among the four brands, the 36% quarter-on-quarter recovery in Q4 2024, followed by steady growth in Q1 2025, shows the brand is regaining its footing. 

Balbir Singh Dhillon, Head of Audi India said, “We are pleased to commence 2025 on a positive note with our result of the first quarter. This growth compared to the previous year the same time underscores the confidence our customers have in the brand Audi and the strength of our product portfolio.”

Conclusion

Overall, the Indian luxury car segment is witnessing diversification, with each brand playing to its strengths. Mercedes-Benz holds the crown in scale and prestige, BMW leads innovation in electrification, JLR showcases resilience through rapid growth, and Audi appears poised for a steady comeback.