From rugged to refined, luxury SUVs dominate the American market in 2025. While some brands unsurprisingly lead the pack, others quietly rack up impressive sales numbers, revealing shifts in buyer preferences and brand positioning.
The Luxury SUV boom: Why crossovers rule the market
In today’s automotive landscape, the SUV reigns supreme — especially in the luxury segment. As buyers prioritize space, versatility, and status, luxury SUVs have surged ahead as the vehicles of choice. Despite rising new car prices across the board, the demand for premium crossovers remains resilient, underscoring their importance to automakers and consumers alike.
The 2025 luxury vehicle sales figures so far confirm one clear trend: crossovers dominate. Whether compact, midsize, or full-size, SUVs have eclipsed traditional luxury sedans and sports cars. This article breaks down the top 10 best selling luxury SUVs in the U.S. to date in 2025, illustrating which brands and models are capturing the hearts—and wallets—of affluent buyers.
The Titans of sales: Leading luxury SUVs and their stories
At the top of the list, Lexus holds strong with its flagship RX, a model often credited with popularizing the luxury crossover category. With 24,716 units sold, the RX remains America’s most popular premium vehicle. Though sales dipped 7% compared to last year, its enduring appeal continues to set a high bar for competitors.
Close behind is the Lexus NX, Lexus’s subcompact offering. The NX’s 17,992 units sold mark a 5% sales increase, outpacing rivals like the Audi Q3 and BMW X1 in the crowded subcompact luxury SUV segment. Its blend of style, efficiency, and brand cachet resonates well with younger luxury buyers.
BMW’s X5 also commands attention with 17,438 units sold, making it the bestselling BMW model by a wide margin. Despite nearing the end of its current generation cycle (introduced in 2019), the X5’s sales climbed 17% in Q1 2025, proving the model’s staying power in the midsize luxury SUV segment.
The Mid-Pack contenders: Innovation and variety keep buyers interested
The Buick Envision stands out as a surprise contender on this list. While Buick is not traditionally classified as a full luxury brand, the Envision competes squarely in the compact luxury crossover space thanks to its premium pricing and specifications. The 15,485 units sold reflect a solid 2025 start, helped by a fresh 2024 facelift that introduced a more modern front-end design.
Mercedes-Benz shows strength across its SUV lineup, with the GLE-Class selling 14,026 units, making it the bestselling vehicle in the brand’s U.S. portfolio. The GLE’s broad lineup—including AMG performance variants, coupe versions, and plug-in hybrids—gives buyers a diverse range of luxury choices.
Similarly, the Mercedes-Benz GLC-Class moved 13,020 units in early 2025. With a lineup that includes plug-in hybrid and high-performance AMG models, the GLC’s sales beat last year’s numbers by a notable margin, reflecting strong demand for its versatile offerings.
Compact and full-size battlegrounds: Audi, Volvo, Cadillac, and BMW
Audi’s Q5 remains a favorite among luxury buyers, with 13,659 units sold so far this year — a 19% increase from the previous period. The current Q5 model is soon to be replaced by a new generation arriving in May, but Audi’s strategy to sell both old and new models simultaneously appears to be working.
Sweden’s Volvo makes a modest but respectable showing with the XC60. This compact luxury SUV logged 12,706 sales and is gearing up for a 2026 refresh featuring updated styling, including a redesigned grille. The refreshed XC60 aims to boost Volvo’s standing in the highly competitive luxury crossover market.
Cadillac’s Escalade also claims a place on the list, with 12,683 units sold. The Escalade’s iconic nameplate carries significant brand weight, especially in the full-size luxury SUV category. While this figure excludes the electric Escalade IQ (which sold 1,956 units), it shows Cadillac’s ability to maintain relevance amidst a shifting luxury landscape.
Finally, BMW’s X3 compact SUV, despite a 32% drop in sales this year, remains a strong player with 11,235 units sold. The 2025 redesign could spur a rebound as buyers respond to the new styling and features.
What this means for the luxury market moving forward
This top-10 list reveals a few key takeaways about the luxury SUV market in 2025:
SUVs Rule the Roost: Every vehicle on the list is a crossover or SUV, highlighting the complete domination of this segment in luxury car sales.
Legacy Brands Hold Firm: Lexus, BMW, and Mercedes-Benz continue to set the pace with strong lineups that appeal to a broad range of buyers.
Surprising Contenders: Buick’s Envision blurs the line between mainstream and luxury, carving out a niche that appeals to cost-conscious buyers seeking premium features.
Electrification on the Horizon: Though electric luxury SUVs haven’t yet taken over the sales charts, vehicles like Cadillac’s Escalade IQ hint at a coming shift. Expect electric variants to climb higher in the rankings in coming years.
As 2025 unfolds, luxury automakers will continue to innovate with new models, technology, and powertrains aimed at capturing evolving buyer preferences. Our list will be updated quarterly as fresh sales data become available, offering ongoing insights into the shifting terrain of the luxury vehicle market.
Luxury SUV sales in 2025 paint a picture of a market firmly dominated by crossovers from well-established premium brands. While models like the Lexus RX and BMW X5 continue to thrive, emerging refreshes and new generations promise to keep competition fierce. For buyers and enthusiasts alike, it’s clear that luxury now means versatility, technology, and style all wrapped into one commanding SUV package.
