BMW and Mercedes-Benz continue to fight for sales dominance in the global premium market. But which of these foes leads the race after the opening half of 2026?
- BMW Group sales drop 4.2% year on year
- Mercedes-Benz Group sales decline 6.0%
- BMW brand still ahead globally in H1 2026
With the opening half of 2026 behind us, it’s time to see which German automaker is leading the global premium sales race. Yes, we’re about to break down the H1 2026 sales figures for both BMW and Mercedes-Benz.
Note that the Mercedes-Benz Group appears to have rounded its figures to the nearest 100 units. In addition, the BMW Group says its global numbers are “provisional and may change up until the BMW Group Report 2026 is published”.
BMW Group stays ahead of Mercedes-Benz Group
In the first 6 months of the year, the BMW Group says it delivered 1 156 742 units to customers around the world, representing a 4.2% year-on-year decline. For the record, that includes 149 538 units from the Mini marque and some 2 523 units from Rolls-Royce, though seemingly excludes 102 847 units from BMW Motorrad, the company’s motorcycle and scooter brand.
Meanwhile, the Mercedes-Benz Group (which includes the Mercedes-Benz brand and Mercedes-Benz Vans, though seemingly not Smart) says it ended the 6-month reporting period on 1 011 500 units, down 6.0% year on year. That suggests the BMW Group is a little over 145 000 units ahead of the Mercedes-Benz Group at the year’s halfway mark.
How the core brands (and EV totals) compare
How did the 2 core brands compare in H1 2026? Well, the BMW brand ended the reporting period on 1 004 681 units, down 6.2% year on year. Mercedes-Benz Cars reached 837 200 units over the same 6 months, representing a 7.0% year-on-year decline. This suggests the BMW brand is approximately 167 000 units ahead at the year’s mid-point.
Meanwhile, the BMW Group says it registered 204 295 fully electric vehicles (EVs) in the first half of 2026, down 7.4% year on year. The Mercedes-Benz Group’s total EV sales for the same 6-month period increased 30.0% year on year 113 300 units.
While BMW M GmbH says it registered 99 595 units in H1 2026 (-6.0% compared with H1 2025), its Stuttgart-based rival unfortunately hasn’t revealed a Mercedes‑AMG sales figure for the opening half of the year. Instead, Mercedes-Benz lists a “top-end” total of 119 600 units, which includes not only Mercedes‑AMG but also Mercedes‑Maybach, G‑Class, S‑Class, GLS, EQS and EQS SUV sales.
What about BMW and Mercedes sales in SA?
In South Africa, it’s unfortunately not quite clear how each firm performed in H1 2026, since BMW reports sales figures for only every 3rd month and Mercedes-Benz doesn’t share registrations with Naamsa at all.
That said, based on the industry representative body’s monthly “estimates”, BMW Group SA (here including only the BMW and Mini brands, and not Rolls-Royce and BMW Motorrad) sold 7 948 units locally in the opening half of 2026, while Mercedes-Benz SA (including Mercedes-Benz Vans) finished on 3 103 units.
Frequently Asked Questions (FAQ)
Q: Which German premium automotive group is leading global sales after the first half of 2026?
A: The BMW Group leads the global race at the halfway mark of 2026, delivering 1 156 742 units worldwide despite a 4.2% year-on-year decline. This puts them more than 145 000 units ahead of the Mercedes-Benz Group, which registered 1 011 500 deliveries, marking a 6.0% year-on-year decline.
Q: How do the core BMW and Mercedes-Benz passenger car brands compare in global H1 2026 sales?
A: The core BMW brand retains its lead over its Stuttgart rival with 1 004 681 global deliveries in H1 2026 (down 6.2%). In comparison, Mercedes-Benz Cars recorded 837 200 deliveries (down 7.0%), putting the Munich-based BMW brand approximately 167 000 units ahead of Mercedes-Benz at mid-year.
Q: Which premium brand is winning the electric vehicle (EV) sales race in H1 2026?
A: While the BMW Group delivered a higher volume of fully electric vehicles with 204 295 units sold (a 7.4% decrease year-on-year), the Mercedes-Benz Group saw massive growth in this sector. Mercedes-Benz EV sales jumped 30.0% year-on-year to reach 113 300 units, significantly narrowing the electric gap between the two rivals.
Q: How do BMW and Mercedes-Benz sales stack up in the South African market for H1 2026?
A: Exact local figures are difficult to pin down as Mercedes-Benz does not report detailed sales to Naamsa and BMW only reports quarterly. However, based on Naamsa’s industry estimates for the first six months of 2026, BMW Group SA (BMW and Mini) led local premium sales with 7 948 units, while Mercedes-Benz SA (including Vans) trailed with an estimated 3 103 units.
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