The German triumvirate of Audi, BMW, and Mercedes-Benz has experienced sales declines in recent years, borne out by rising sticker prices and the advent of cheaper yet well-specified Chinese offerings. In 2025, the BMW Group achieved its highest-ever premium share of the segment, surpassing 46.15%, according to data from Naamsa (Automotive Business Council). This indeed bucks the trend of the segment, which has seen its rivals recording figures to the contrary, but it also indicates the brand’s focus on giving the market exactly what it dictates.
The Mini brand, meanwhile, chalked up a premium segment share of 5.67% and, combined with BMW, accounted for a total of 51.82% market share. That remains impressive in a segment that has seen a steep decline in sales. BMW Motorrad, the motorcycle arm of the brand, maintained a segment share of 39.3%. Meanwhile, the group also mustered a leading market share of 47% in the BEV (Battery Electric Vehicles) models sold in SA in 2025, thanks to the firm offering pretty the largest offering of BEV and PHEV models in the premium segment. These will soon spill into the M divisions’ models. Who would’ve thought, but here we are.
“Our 2025 performance reflects consistency across the business, from record segment leadership and strong production at Plant Rosslyn to award-winning products, distinctive design initiatives, and recognised people practices. Together, these elements position BMW Group South Africa to compete effectively while continuing to invest in South Africa’s future,” says Peter van Binsbergen, CEO of BMW SA.
Driving the firm’s growth spurt is the Rosslyn plant, which has produced more than 79,000 units of the venerable X3 in 2025 and continues to spearhead the Bavarian marque’s product offensive. The model is exported to 50 countries around the world, and the Rosslyn plant continues to exclusively produce the X3 30e PHEV (Plug-in Hybrid Electric Vehicle) for both the local and global markets.
“The plant’s 2025 performance reflects both operational discipline and long-term investment. Operating at this scale, while maintaining quality and efficiency, speaks to the capability, resilience, and commitment of our Rosslyn team. Our focus remains on building a future-ready plant that can continue to serve global markets with confidence, underpinned by skills development and sustained investment in South Africa,” says Danny Bester, Director of BMW Group Plant Rosslyn.
Plant Rosslyn has been future-proofed with a current production split of 60% ICE (Internal Combustion Engine) and 40% PHEV. Two models based on the G87 M240i in the form of the 325iS and 333i Homage Editions were also unveiled in 2025, and all 33 models have already been accounted for, with sales proceeds going to various charities.
Moreover, the company prides itself on contributing to 24,000 direct and 71,000 indirect jobs spanning across the plant, suppliers, financial services, and dealers.
The BMW Group plans to expand its EV offering this year, including Mini JCW models, while the 7 Series will undergo a comprehensive makeover in the last quarter of the year. We can also expect the new iX3 to arrive in the third quarter of 2026 and will be the first model to be offered in Mzansi bearing Neue Klasse design language, and claimed to have a driving range of over 1,000km.
