How BMW became Australia’s best-selling luxury car brand

In 2025, BMW is on track to be Australia’s best-selling luxury car brand three years in a row – outselling Audi, Mercedes-Benz, Lexus and Land Rover. And for good reason.  

The brand that builds the Ultimate Driving Machine is hitting home runs in both battery electric and combustion platforms, as well as plug-in hybrid and in the future will even offer a fuel cell electric vehicle (FCEV) option. Plainly, if it’s a luxury vehicle you want, BMW has a vehicle and powertrain to suit your needs.  

But it’s not just the vehicles that are winning over Australians – it’s the deal, too. Cost-of-living issues means families are looking for value even from their luxury vehicles and BMW is stepping up with financial initiatives such as Guaranteed Future Value (protecting against depreciation shock), well-priced prepaid servicing plans and complimentary roadside assistance.  

 So, if you’re worried about costs, maintenance or finding the perfect vehicle to fit your lifestyle – whether you’re stepping up into a premium vehicle or just narrowing down your consideration list – we reveal here why it’s never been a better time to acquire your BMW.  

Depreciation keeps owners of prestige vehicles up at night – except those who chose a BMW. BMW’s Full Circle program offers a guarantee of how much BMW will value your vehicle at the end of your loan term, removing the biggest cost variable of new-vehicle ownership. So, when you finance your combustion or electric BMW with a BMW Finance Full Circle agreement, you’ll have peace of mind knowing the Guaranteed Future Value for your vehicle upfront.

One of the rudest shocks with luxury vehicle ownership can be getting the bill for the first service. BMW addresses this by providing visibility on your vehicle’s servicing costs with Service Inclusive. BMW’s prepaid servicing plans are great value. Five years and 80,000km of servicing with a new 3 Series, for example, is just $2475. A fully electric iX3 is $2300 for six years and unlimited kilometres. With a single, up-front payment, you’re covered for your BMW’s annual checks, brake fluid and more, handled by factory-trained BMW technicians using Genuine BMW Parts. BMW service packages offer three-year to five-year options across new and used vehicles and automatic transferability to future owners.  

For maximum confidence during ownership, every new BMW comes with a five-year, unlimited-kilometre factory warranty. Electric models, such as the Drive Car of the Year 2025 finalist BMW i4 eDrive35, also include an eight-year, 160,000km warranty for the high-voltage battery.  

Never be off the road, even when life throws something unexpected your way, with BMW Roadside Assistance & Accident Management. A dedicated team of customer care agents is available 24 hours a day, 365 days a year. BMW Accident Management can assist at a crash scene, take care of the insurance claim form, assessment and quotation, sort out towing and assist with accommodation, organise alternative transport arrangements and rental vehicles. Even medical advice and referrals are included. Every new BMW sold in Australia comes with three years of BMW Roadside Assistance and Accident Management. 

Get your German-engineered electric BMW on a novated lease and take advantage of the Australian Government’s EV Discount. That’s a Fringe Benefits Tax (FBT) exemption for new electric vehicles priced under the Luxury Car Tax (LCT) threshold for ‘fuel efficient’ vehicles, which is $91,387 for FY25-26. Reduce your taxable income and save on GST and running costs for your vehicle by taking advantage of a BMW Novated Lease powered by Smart^TM, Australia’s leading salary packaging provider.

Charge your fully-electric or plug-in hybrid BMW at home using your vehicle’s scheduled charging feature, with off-peak electricity, to potentially save your family thousands in running costs per year.

Connect your vehicle to the My BMW App – which is simple, easy to use and unlocks another level of ownership you may not have known existed. Pre-heat your BMW’s interior on a frosty day before you get in, or pre-cool it on a hot one. Plan your trip for maximum efficiency, lock and unlock the vehicle without the key, book services and set charging times – and more – from the comfort of your living room.

Whether you’re a young professional getting behind the wheel of a 1 Series, a couple putting the family in a new, battery-electric iX, or the executive picking up her new twin-turbo M5, BMW has a vehicle to suit your needs and stage of life. BMW offers petrol, diesel, mild-hybrid, plug-in hybrid and 100 per cent electric powertrains – and in the not-too-distant future, will offer vehicles powered by a hydrogen fuel-cell.

Until 31 December 2025, receive a 1.99% p.a. Comparison Rate on BMW iX1 eDrive20 and iX2 eDrive20 models or a 2.99% p.a. Comparison Rate on BMW iX1 xDrive30 and iX2 xDrive30 models. Available with no customer deposit required and no finance set-up fees, on loan agreements over 24- to 48-month terms with a Guaranteed Future Value option.  

These offers are only available on vehicles ordered and delivered by 31 December 2025 and stock is limited.  

Every BMW owner remembers the first time they sat in their new vehicle and saw the famous blue-and-white roundel in the middle of the steering wheel. Now, getting that feeling for yourself has never been more attainable. Visit your local BMW dealer, spec your vehicle to your exact liking on the BMW Australia website, or request a test drive today. 

Comparison Rate Warning. Comparison rate based on a 5 year secured loan of $30,000.

WARNING: This comparison rate is true only for the example given & may not include all fees and charges. Different terms, fees or other loan amounts might result in a different comparison rate. Government Charges apply. Participating authorised BMW dealerships only. 

BMW Finance, Australian Credit Licence 392387. Fees, charges, conditions and eligibility criteria apply. BMW Finance reserves the right to change or withdraw the offer at any time. Novated Lease arrangements are not eligible for the offer. Cannot be combined with other offers. Offer limited to a maximum finance amount of $100,000.   

BMW Full Circle in the case of a loan consists of an option to deliver the vehicle to us instead of paying the Guaranteed Future Value final balloon lump-sum repayment amount (GFV) at the end of the contract term, provided the vehicle is undamaged except for fair wear and tear as determined by our approved dealer and provided that the contracted kilometre allowance has not been exceeded. The GFV is not a representation of the anticipated market value of the vehicle at the end of the contract term.  

BMW Finance does not provide tax, legal or accounting advice. You should consult your own tax, legal and accounting advisors.