The automotive landscape in 2025 has witnessed remarkable shifts, driven by technological innovations, shifting consumer preferences, and aggressive electrification strategies. Borusan Otomotiv, a key player in Turkey’s premium auto market, and BMW Group’s global operations have demonstrated resilient growth and strategic agility amidst ongoing industry transformations. As the year unfolds, their combined efforts are setting new benchmarks in sales, electrification, and market dominance, emphasizing their leadership in both local and international arenas.
At the heart of this growth is a clear focus on customer-centric innovation, sustainability, and expanding electric vehicle (EV) offerings. Borusan Otomotiv’s performance with BMW, MINI, and BMW Motorrad showcases the company’s ability to leverage premium branding while adapting swiftly to market demands. Meanwhile, BMW Group’s global sales figures reveal a strong commitment to electrification, SUV dominance, and expanding their product lineup to meet 2025’s ambitious targets.
Global Market Dynamics and Electrification Momentum
Despite economic headwinds and unpredictable geopolitical shifts, BMW Group reported an impressive delivery of 2,463,715 vehicles worldwidein 2025. This figure marks a resilient market share and underscores their strategic push into electrification. Electric models, including Battery Electric Vehicles (BEVs) and Plug-in Hybrid Electric Vehicles (PHEVs), constitute nearly a quarter of the total sales—a significant leap from previous years.
Their focus on electrification isn’t coincidental. Market analysts emphasize that the global shift towards sustainable mobility is now irreversible. In 2025, electric models calculated for approximately 18%of all sales, with BEV and PHEV segments expanding rapidly. This transition influences manufacturing, R&D investments, and infrastructure development worldwide.
Jochen Goals, BMW AG’s Board Member responsible for Customer, Brands & Sales, emphasizes: “Despite challenges, demand for electric models remains robust. Our growth in Europe confirms that our strategic focus is right, with electric vehicles now representing over 25% of our total sales and over 40% in key markets.”
European Market’s Pioneering Role in EV Adoption
Europe continues to act as a leader in electric vehicle adoption, driven by strict emission regulations, consumer awareness, and infrastructure investments. BMW’s European sales saw a remarkable uptick, with BEV and PHEV models soaring in popularity. Their approach combines innovative technology, competitive pricing, and tailored marketing campaigns to convert traditional car buyers into EV adopters.
Furthermore, BMW’s plans for the future highlight a robust pipeline—aiming to introduce over 40 new or revamped models by 2027. This initiative aims to cater to diverse customer preferences, from luxury sedans to compact urban EVs, reinforcing BMW’s competitive edge in the premium segment.
Regional Success: Turkey’s Booming Market and Borusan Otomotiv’s Leadership
Within Turkey, Borusan Otomotiv stands out as the dominant importer and distributor of BMW, MINI, and BMW Motorrad. Their 2025 sales figures reflect the company’s ability to adapt rapidly and meet the rising demand for premium vehicles. Notably, BMW Turkey achieved its highest-ever sales with 33,992 units, marking a 31.8% increase over previous years. This achievement solidifies BMW’s status as Turkey’s most preferred premium auto brand.
Among the models, the BMW X1 led sales with 12,243 units, showing the popularity of compact SUVs in urban markets. The success is fueled by local consumer shifts toward versatile, reliable vehicles combined with buyers’ increasing interest in electrification—both in hybrid and fully electric formats.
Mini and BMW Motorrad: Record-Breaking Growth and Electrification
Mini, renowned for its distinctive design and compact size, continued its extraordinary growth trajectory, delivering 10,380 units in 2025. This figure marks a 118% increase year-over-year and sets a new sales record for Turkey. The brand’s focus on electric models paid dividends, especially with their fully electric MINI Countryman, which alone sold over 9,400 units. This model’s success highlights the rising demand for urban EVs among city dwellers seeking style, efficiency, and sustainability.
In the motorcycle segment, BMW Motorrad maintains its market leadership with consistent performance. In 2025, they sold out 202,563 units globally, with particular strength in custom and adventure bikes such as the R 1300 GS series. The company also emphasizes electrification here, introducing electric models with a 4 kW capacity, which achieved 138 sales, demonstrating their commitment to expanding sustainable mobility options across all vehicle categories.
Strategic Trends and Future Outlook
Looking ahead, the BMW Group plans to increase their electric vehicle portfolio and accelerate technological advancements. Their focus remains on expanding charging infrastructure, improving battery technology, and offering a broader range of EV models at competitive prices. This strategy aims to meet and surpass their 2026 targets, including the rollout of numerous new models that cater to both luxury and mainstream consumers.
For Borusan Otomotiv, this global momentum translates into enhanced local offerings, greater investment in EV infrastructure, and tailored marketing strategies that highlight the benefits of electrified driving. Their ability to synchronize global trends with local consumer needs will determine their success in maintaining dominance within Turkey’s premium and electric vehicle market.
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