The first three months of the year highlighted a broader cooling in the premium segment, affecting both established European automakers and several American brands. Despite holding the top position, BMW recorded fewer deliveries, reflecting a trend also seen across its closest rivals.
Within this context, Acura’s gains stand out. The brand not only increased its sales but also overtook Cadillac to become the fourth best-selling luxury automaker in the United States, reshaping the hierarchy of the segment.
BMW, Lexus, and Mercedes-Benz Remain Leaders Despite Declining Sales
BMW retained its position as the top luxury seller in the United States, delivering 84,231 vehicles in the first quarter, a decrease of 3.9 percent. According to Motor1, the brand’s passenger car sales dropped sharply by 17.3 percent, while its crossover and SUV lineup grew by 9.5 percent, partially offsetting the decline.
Lexus followed closely with 80,952 units sold, down 2.5 percent. The Japanese automaker experienced a steep 43 percent fall in car sales, even as its SUV range, led by the RX, TX, and LX, posted a 6.7 percent increase. Mercedes-Benz, in third place, reported 70,000 vehicles sold, marking a 3.0 percent decrease over the same period.
Acura Posts Growth and Climbs to Fourth Place
Acura recorded a 5.2 percent increase in sales, reaching 32,352 vehicles in the first quarter of 2026, compared to 30,766 a year earlier. This growth was largely driven by the Integra and MDX models, which rose by 25.6 percent and 2.7 percent respectively.
The ADX crossover also posted a dramatic increase of 4,318 percent. This figure reflects its recent market introduction, as only 178 units were sold in the first quarter of 2025. The brand has already sold 7,864 ADX units so far this year.
This overall performance allowed Acura to move ahead of Cadillac, which saw its sales fall sharply by 25.5 percent, dropping to 31,098 units for the quarter.
Other Luxury Brands Face Sharper Declines Across the Board
Beyond the top four, several brands reported significant downturns. Cadillac’s drop to 31,098 units marked a steep fall from 41,757 in 2025. Audi experienced an even larger decline, with sales falling 30 percent to 29,886 vehicles. Every Audi crossover and SUV saw reduced demand, particularly electric models, although the A3, A5, and A6 posted modest gains of 1.0 percent, 6.0 percent, and 9.0 percent.
Volvo also saw a notable decrease, with sales down 32 percent to 22,651 units. Lincoln, by contrast, showed relative stability with 23,610 vehicles sold, a slight decline of 0.5 percent. Infiniti reported 12,750 units sold, down 3.2 percent, with the QX60 accounting for roughly 75 percent of its total sales.
Pricing pressures linked to tariffs on vehicles assembled outside the United States have affected several brands, including Audi, contributing to weaker sales performance during the quarter.
