Chinese automakers are gaining ground in the luxury market, prompting traditional brands to sharpen their positioning. In a comparison covering about 81,000 luxury vehicles sold worldwide in 2025, Ferrari led with roughly 13,500 units, followed by Mercedes-Benz at nearly 13,000. China’s Maextro placed third with more than 11,000, ahead of Lamborghini at just over 10,500 and Bentley at around 10,000. The comparison counts only selected luxury vehicles for Mercedes-Benz, BMW and Toyota, not their overall sales.
BMW recorded just over 7,000 vehicles in the analysis, while Rolls-Royce and Aston Martin each came in at about 5,500. McLaren had roughly 2,000, and Toyota several hundred. By automaker nationality, Italy represented 31% of the total, the UK 29%, Germany 25% and China 14%; other countries made up the remaining 1%. The report notes that China’s manufacturers introduce an average of two production cars a week, a pace now reaching the luxury segment.
Jaguar is shifting toward more exclusive, higher-priced cars, with the forthcoming electric Type 01 four-door GT set to represent that strategy. Porsche plans to give greater weight to the 911 and higher-performance, more expensive versions, while targeting an approximately 20% increase in the average price of its top models over the medium term, including through more customization. The article also points to Land Rover’s reliance on Range Rover models and notes that the Evoque and Discovery Sport are leaving Brazil’s lineup.