- With 12,247 new vehicle registrations combined between BMW and MINI, BMW Group Thailand continues its streak atop the Thai premium segment despite challenging market conditions.
- Strong performance in premium BEV segment – with MINI BEV registrations up 372% year-on-year – propel both brands to a combined 45.4% share of the premium BEV market.
- Plant Rayong welcomes the first-ever BEV model manufactured locally, the new BMW i5 eDrive40 M Sport– now with enhanced range and refreshed equipment.
Bangkok. BMW Group Thailand has solidified is leadership in the Thai premium automotive market after holding onto the segment’s top spot for the sixth consecutive year. Despite economic headwinds, BMW Group Thailand’s combined market share has risen to 47% with a total of 12,247 vehicle registrations across BMW and MINI brands.
BMW Group’s global focus on electrification continues to bear fruit with the two brands’ total BEV deliveries in Thailand rising by 43% – resulting in a segment-leading combined market share of 45% and a firm foothold at the very top of the premium e-mobility scene.
Mr. Rene Gerhard, President and CEO of BMW Group Thailand, said: “Six consecutive years at the top is a privilege that reflects the unwavering confidence Thai customers place in our brands as well as our strong partnerships across the Thai market. While the economic landscape continues to shift, our focus has not moved from delivering the best possible quality and experiences on and off the road. The remarkable results in the premium BEV segment also reaffirms our momentum in helping to shape the next era of mobility – one where we hope to experience and elevate together with our customers and fans.”
Steady overall performance with exceptional leaps ahead by MINI
In 2025, BMW’s leadership of the premium automotive segment continued with a stable market share of 40.5% to 10,582 units. In the premium full-electric vehicle market, BMW delivered a similarly steady performance with a total of 1,261 deliveries for 24.2% share of the market.
MINI, meanwhile, built upon the upward trajectory from the previous year to finish 2025 with deliveries rising by 15% to 1,665 units. The expanded All-Electric MINI Family lineup proved to be a particular highlight for the year with MINI BEV deliveries rising by a massive 372% year-on-year to 1,104 units. MINI’s premium BEV segment share of 21.2% puts the brand right behind BMW in third place. Altogether, BMW and MINI’s combined 45.4% segment share represents yet another milestone in BMW Group Thailand’s successful electrification efforts.
For BMW Motorrad, the premium big bike market remained stable, with BMW Motorrad registrations reaching 1,033 units in 2025 – an increase of around 2% year-on-year. In the over-500cc motorcycle segment, BMW Motorrad delivered particularly strong performance, recording 848 units and achieving a robust 10% year-on-year growth.
Establishing trust and confidence: a year filled with accomplishment for BMW Group Thailand
In addition to focusing on vehicle deliveries, BMW Group Thailand has maintained its dedication to customer satisfaction and trust. A survey conducted among BMW customers regarding their sales and service experiences throughout 2025 indicated a year of steady progress, achieving a Net Promoter Score (NPS) of 95 for sales (consistent with 2024) and 94 for services (an increase of 1 point from 2024). These positive sentiments are echoed in the findings of BrandAge magazine’s Thailand’s Most Admired Company survey, which ranks BMW Group Thailand as #1 in the automotive sector for the 8th consecutive year, boasting top scores in innovation, performance and service.
“With a solid 2025 already behind us, we are already starting 2026 on the front foot with the debut of a locally assembled version of the BMW i5 eDrive 40 M Sport,” added Mr. Rene Gerhard. “In addition to being a more well-rounded package for the price, this new i5 also offers improved range and stylish extra touches that help the car stand out even further in the premium BEV field. Furthermore, MINI fans can stay tuned for an exciting year as we prepare to introduce a range of stylish limited-edition models throughout 2026.”
BMW Financial Services Thailand: Driving innovation and trust amid market headwinds
Despite a challenging year for the Thai automotive market, BMW Financial Services Thailand recorded only a slight change in new business in 2025. Through a strong focus on digitization, innovation, and customer centricity, the company achieved remarkable resilience and solid results – with around one out of two new BMW, MINI, and BMW Motorrad customers choosing BMW Financial Services solutions. The company also delivered strong performance in complementary business areas. In 2025, insurance penetration increased to 60%, while corporate sales penetration reached 50%, underscoring growing customer confidence in BMW Financial Services Thailand’s comprehensive mobility ecosystem.
Khun Jariya Koonlinthip, CEO, BMW Financial Services Thailand, said: “Guided by our unwavering commitment to BMW and MINI customers, BMW Financial Services Thailand achieved a record-high Net Promoter Score of 79 points in 2025. Customer centricity remains at the heart of everything we do – from making ownership of BMW, MINI, and BMW Motorrad vehicles more seamless to delivering unparalleled customer services alongside BMW and MINI dealers nationwide. Looking ahead to 2026, we will continue to advance AI-driven innovations to make purchasing and financing even faster, smarter, and more efficient.”
Digital processes continued to evolve in 2025 with 12% of automated credit applications granted approval within seconds. The adoption of secure digital signatures resulted in nearly 90% of all contracts being signed digitally, reinforcing both speed and trust throughout the customer journey.
BMW and MINI Freedom Choice: Accelerating growth and peace of mind for BEV customers
BMW Financial Services Thailand also recorded exceptional momentum for its Freedom Choice programme. The number of Freedom Choice contracts more than doubled in 2025, achieving 211% year-on-year growth and nearly tripling its penetration with up to 14% share of the overall new business last year. Across BMW and MINI, the programme’s popularity was driven primarily by BEV customers – who accounted for 57% of all Freedom Choice contracts.
BMW and MINI Freedom Choice – a signature offering from BMW Financial Services Thailand – brings peace of mind to customers transitioning to battery-electric vehicles, providing flexibility, reassurance on future value, and confidence in embracing electric mobility without long-term uncertainty.
The new BMW i5 eDrive40 M Sport – now locally assembled
Price: 3,499,000 THB (VAT and BSI Standard incl.)
Power of Choice Redefined: BMW i5 now completes the locally assembled BMW 5 Series line-up, offering ICE, PHEV and BEV options
The executive-class sedan that launched the venerable 5 Series into an electrified future is back in new-and-improved form with the new BMW i5 eDrive40 M Sport. Now locally assembled by BMW Group Manufacturing Thailand’s Plant Rayong, this refreshed i5 retains the exceptional elegance that has made the BMW 5 Series a standout success for decades as well as excellent performance and responsiveness from its all-electric powertrain – now enhanced even further for greater efficiency and range.
The new BMW i5 eDrive40 M Sport now features the first ever use of silicon carbide (SiC) semiconductor components in its power electronics. This technical advance enables the entire vehicle to reduce energy consumption, resulting in an extra 45 kilometres being added to the i5’s maximum range – which now sits at 627 kilometres under the WLTP standard. Alongside the improved electronics, the i5 also comes with AC Charging Professional as standard to enable up to 22 kW AC charging at compatible stations or at home, ensuring an optimal charging experience.
Improved range and charging are offered alongside satisfying performance with the tried-and-true rear wheel drive powertrain, which features an electric motor outputting up to 250 kW / 340 hp of power as well as 400 Nm torque. With Sport Boost or Launch Control functionality active, maximum torque rises even further to 430 Nm. This enables the i5 to achieve a 0-100 km/h time of just 6.0 seconds with 193 km/h top speed, while handling and precision are guaranteed with the Adaptive Suspension Professional package also on board.
The new BMW i5 eDrive40 M Sport presents plenty of sporty ambience on the outside with the M Sport package, which includes an M-inspired rear spoiler in the same finish as the body paintwork, M Sport brake callipers in Dark Blue Metallic, and more to go along with the 20-inch M Aerodynamic wheels. The interior of this locally assembled i5 has been refreshed with new Merino upholstery. Dark Silver M accents combined with carbon fibre and high-gloss silver threads give the cabin space an extra touch of dynamism and luxury, and the addition of a Bowers & Wilkins surround sound system ensure joy on every drive.
On the tech front, the BMW i5 eDrive40 M Sport comes equipped with the Driving Assistant Professional package to offer both convenience and safety through systems such as Steering and Lane Change Assist, Active Cruise Control with Stop & Go function, and more. Parking Assistant Plus with surround view camera system makes the end of your drive as effortless as the start and middle. The full range of systems and functions can be conveniently monitored and accessed on the large 12.3-inch instrument display in front of the driver as well as a 14.9-inch Control Display, while BMW Head-Up Display technology helps keep the driver’s eyes firmly on the road.
The new BMW i5 eDrive40 M Sport is available now in five paint finishes as follows:
| Paintwork | BMW Individual Merino | |
| Black/Atlas Grey | Copper Brown/ Atlas Grey | |
| Black Sapphire Metallic | ✓ | |
| Mineral White Metallic | ✓ | |
| Brooklyn Grey Metallic | ✓ | |
| Phytonic Blue Metallic | ✓ | |
| Cape York Green Metallic | ✓ | |
