As we look back on 2025, it was a year filled with success as we continued to witness sustainable growth across the region. Across every brand, BMW, MINI and BMW Motorrad, we saw a strong continuation of our growth, driven not only by strong products, but by deeper customer engagement, wonderful importer partners, greater resilience and a renewed commitment to the experiences that define our brands.
We entered 2025 well-positioned for another chapter of progress, and despite global economic and geopolitical uncertainty paired with unpredictable market conditions, the Middle East once again demonstrated remarkable resilience, sustaining strong demand across our product range.
Much of this success stems from the close collaboration we enjoyed with our importer partners across the region. Together, we continued to shape a new era of luxury retail through the ongoing rollout of our innovative Retail.Next facilities. These spaces reimagine the traditional showroom, offering a warm, lifestyle-led environment that feels more intuitive, more personal and seamlessly connected across sales, aftersales and digital touchpoints. Our new immersive facilities offer a more inviting and contemporary experience, which reflects the evolving expectations of luxury customers in the region. Innovation continued to be the backbone of BMW, and in 2025, we marked an important milestone for the brand and our vision for the future of mobility with the launch of the BMW Neue Klasse.
With a completely new design language, sixth-generation eDrive technology and a digital experience built around our Panoramic Vision interface, Neue Klasse embodies the essence of modern mobility – sustainable, intuitive and emotionally engaging. The first model, the new BMW iX3, brought this philosophy to life with outstanding range, fast charging capability, and a driving experience elevated through our Heart of Joy system. As BMW Group Middle East, we look forward to bringing the BMW iX3 to our region in 2026, a milestone that will reshape premium electric vehicles for our customers. BMW M also continued to thrive this year, with a rich calendar of customer experiences across the region. We brought the M community together through experiences that celebrated both performance and passion.
On the global stage of performance, the region celebrated the recognition of Ahmad Al Harthy as the FIA World Endurance Championship Sports Racer of the Year. Our commitment to creativity and cultural dialogue also remained central to our mission in 2025. At Art Dubai, we were proud to present Andy Warhol’s iconic BMW M1 Art Car to the region for the first time, celebrating 50 years of the BMW Art Car Collection. Meanwhile, collaborations across Riyadh, Dubai and Abu Dhabi reinforced our support for local designers and artists, from Amani Al-Ibrahim’s BMW Lounge at Downtown Design Riyadh to Bricklab’s “Ellipse” pavilion at Dubai Design Week and Abdalla Almulla’s “Contours of Motion” at Abu Dhabi Art. These initiatives reflected our belief that design, innovation and culture are deeply interconnected and that BMW has a meaningful role in championing regional talent.
One of the standout highlights of the year was the BMW 7 Series Suhail Edition, limited to just 50 units globally. Inspired by the Suhail star and developed through BMW Individual, the edition features a bespoke two-tone exterior, celestial motifs and handcrafted details that celebrate Arabian heritage. It represents the artistry, craftsmanship and cultural appreciation that resonate strongly with our region and customers. While it is too early to reveal details, what I can say is that the groundwork laid in 2025 positions us for an exciting and ambitious chapter ahead, one defined by innovation, sustainability and an ever-stronger connection with our customers.
None of this would be possible without our exceptional teams, our dedicated importer partners and the loyalty of our customers across the Middle East. Every milestone, from sales achievements to cultural collaborations, reflects their belief in our brands and their passion for the experiences we create together. I am deeply grateful for their trust and proud of what we achieved this year.
