After a record year, BMW Motorrad saw global registrations fall 5.1% to 202,792 units in 2025, with performance increasingly constrained by external policy risks, particularly in the USA. The reinstatement of 25% import tariffs on motorcycles, components, and steel forced significant price increases
McD tracks new vehicles registrations across the World (97+ countries), reporting data on calendar year. When you wish to compare data reported by us to those declared by the manufacturers, consider they usually report their “sales” (vehicles invoiced), which are usually different from “registrations”, accordingly with their fiscal year split.
BMW Global Performance
After reaching an all-time sales record in the previous year, 2025 exposed BMW Motorrad to a materially more challenging operating environment. While the company limited overall volume losses, performance was significantly constrained by external policy factors—most notably the reintroduction of punitive US import tariffs.
Global registrations declined 5.1% year on year to 202,792 units, driven by weakness across all major regions. Europe was affected by severe contractions in core markets such as Germany and France, while Asia suffered double-digit declines in most countries due to adverse currency movements. However, the most structurally damaging impact came from the United States.
In the US market, the reinstatement of 25% import duties on motorcycles, components, and steel forced BMW Motorrad to raise prices materially. Unlike volume brands, BMW’s premium positioning offers limited flexibility to absorb such cost increases without eroding margins. As a result, the brand lost volumes broadly in line with the market, but at the cost of reduced price competitiveness and weakened demand momentum. The tariff regime effectively penalised BMW’s export-based business model, undermining its ability to compete on equal terms with locally produced alternatives.
By contrast, in Europe, despite double-digit declines in the German and French markets, BMW managed to limit its overall contraction to around 5%, gaining market share and highlighting the relative resilience of its home-region footprint.
In Asia, sales fell sharply across most markets, with Japan the sole exception, underscoring BMW’s vulnerability to currency volatility in import-dependent regions.
2026 Company Goals
Looking ahead to 2026, BMW Motorrad’s strategic priorities focus on refreshing the product portfolio and reinforcing brand value through new models, updated technologies—including wider adoption of radar-based systems—and expanded electric offerings. Flagship brand initiatives such as the GS Trophy will continue to play a central role in customer engagement, alongside the development of niche and heritage-inspired models like the R 12 G/S.
However, without relief from US trade barriers or a structural adjustment to its North American manufacturing and sourcing strategy, BMW Motorrad’s growth potential in one of its most important premium markets will remain constrained. The tariff environment represents not just a cyclical headwind, but a structural risk to long-term competitiveness and profitability in the US.
