Drive.com
AUSTRALIA’S prestige car market in 2025 delivered a clear message: brands with fresh SUVs and broad, modern line-ups were rewarded, while those in transition or reliant on ageing models felt real pressure.
Overall, more luxury brands finished the year in positive territory than negative, but the distance between the strongest performers and the biggest losers widened noticeably.
Among the standout performers was Mini, which recorded one of the strongest years in the segment with sales up 37.7 per cent.
Demand remained strong across the Cooper hatch and Countryman SUV, while the Cabrio surged despite its niche appeal.
Crucially, the loss of the Clubman wagon failed to dent the brand’s momentum, reinforcing Mini’s ability to pivot without losing relevance.
Polestar also enjoyed a strong year, lifting overall sales by 38.5 per cent as the Polestar 4 emerged as its volume driver, even though the once-dominant Polestar 2 fell sharply.
Growth was similarly solid for Mercedes-Benz, up 14.3 per cent, with SUVs once again doing the heavy lifting – particularly the GLC range, which underpinned much of the brand’s success.
Quiet achievers also featured prominently. Genesis posted a 14.4 per cent increase, almost entirely thanks to the GV70, highlighting both the strength and the narrowness of its current portfolio.
Lexus continued its steady upward trajectory with a 6.7 per cent lift, supported by consistent demand across multiple SUV nameplates rather than one breakout model.
At the very top end of the market, Rolls-Royce defied broader cost-of-living pressures to grow by 24.1 per cent, driven by increased demand for the Cullinan SUV and its sedan range.
On the other side of the ledger, several prestige brands endured difficult years.
Lotus suffered the steepest decline, down 53.5 per cent, reflecting ultra-low volumes and limited traction for its new-generation models.
Porsche also endured a turbulent 2025, with sales down 37 per cent as key models such as the Macan and Cayman slid amid major powertrain and product transitions.
Maserati fell 30 per cent, weighed down by the exit of the Levante and softer-than-expected demand for the Grecale.
Traditional European players were not immune to change either. Volvo dropped 18.6 per cent despite launching new models, with line-up reshuffles and discontinued vehicles disrupting momentum.
Bentley also ended the year lower, down 18 per cent, with no individual model managing to post growth – a reminder that even the most exclusive brands are sensitive to timing and product cycles.
The broader themes of 2025 were unmistakable. SUVs continued to dominate across every luxury tier.
Traditional sedans kept losing ground, often recording double-digit declines, while electrification delivered mixed results – helping brands with new EV entries, but dragging down those relying on older electric models.
