The BMW X5 is widening its sales lead over the Audi Q7 in the U.S. luxury SUV market, with third-quarter results showing a growing gap between the two rivals in 2026. BMW sold 63,767 X5 models during the first three quarters of the year, up 22.9% from the same period in 2025, while Audi Q7 sales fell 4% to 13,754 units. With new generations of both SUVs unveiled in June, the competition is entering a new phase.
BMW X5 Sales Surge as Audi Q7 Falls Behind
The BMW X5 and Audi Q7 have competed in the U.S. midsize luxury crossover segment for two decades, dating back to the arrival of the first-generation Q7. Although both models come from prestigious German automakers, their latest sales figures reveal a substantial difference in demand among American buyers.
BMW has outsold Audi’s Q7 for some time, but the X5 extended its advantage during the first nine months of 2026 compared with the same period last year. The latest figures highlight the widening gap between the two luxury SUVs.
| Model | 2026 Year-to-Date Sales | 2025 Year-to-Date Sales | Change |
|---|---|---|---|
| BMW X5 | 63,767 | 51,870 | +22.9% |
| Audi Q7 | 13,754 | 14,257 | -4% |
For every Audi Q7 sold in 2026, BMW has sold approximately 4.6 X5 models. The BMW’s sales have climbed nearly 23%, while the Audi has recorded a decline over the same period.
The X5 is BMW’s best-selling model, while Audi’s top seller in 2026 is the Q5, with 33,509 units sold. The X5 has now built a lead of more than 50,000 units over the Q7, underscoring the BMW’s significantly stronger performance despite both models showing their age.
Why the BMW X5 Is Outselling the Audi Q7
The BMW X5 is more fun to drive, but its substantial sales advantage remains difficult to explain. The outgoing Audi Q7 offers a plush, comfortable ride and an immaculate interior, yet it has not connected with American buyers to the same extent as its BMW rival.
The X5’s strong performance also matters for BMW’s broader position in the U.S. luxury market. The model is a key reason the automaker is on track to finish 2026 as the country’s best-selling luxury automaker, potentially extending its streak to seven consecutive years.
What’s New for the 2026 BMW X5 and Audi Q7?
Both automakers unveiled new generations of their respective SUVs in June, raising the stakes in an already competitive segment. The redesigned models bring substantial changes in styling, technology and available powertrains, although their approaches differ.
New BMW X5 Brings Multiple Powertrain Options
BMW unveiled the fifth-generation X5 in June, introducing a design inspired by other Neue Klasse models, including the iX3. The redesign represents a revolutionary step forward for the X5 nameplate.
The new X5 will offer an extensive range of powertrains, including mild-hybrid, plug-in hybrid, electric and hydrogen options. The lineup gives BMW a broad selection of propulsion technologies for its next-generation luxury SUV.
Inside, the X5 adopts a technology-focused dashboard with unconventional steering wheel designs, hexagonal touchscreens and a full-width display positioned below the windshield. If the new model delivers driving performance comparable to its predecessor, BMW could have a strong foundation for maintaining its sales advantage.
Redesigned Audi Q7 Offers V6 and V8 Engines
Audi also unveiled its new Q7 in June. While the redesigned SUV does not match the BMW’s powertrain variety and takes a less radical approach to styling, its design is also less polarizing.
The new Q7 will offer V6 and V8 engines, with the V8 producing 591 horsepower. Its plush interior features three screens arranged across the dashboard, continuing the emphasis on digital technology.
Despite the arrival of the larger Q9, the Q7 remains a spacious, large SUV with three rows of seating. Like the new BMW X5, it will also be available with automatically opening and closing doors.
Can the New Audi Q7 Close the Sales Gap?
The redesigned BMW X5 and Audi Q7 arrive with significant updates as both brands push their midsize luxury SUVs further upmarket. BMW is introducing a wider range of powertrain options and a dramatically revised interior, while Audi is retaining the Q7’s spacious layout and offering V6 and V8 engines.
Whether the new Q7 can narrow the BMW X5’s substantial sales lead should become clearer over the next year or so. For now, the 2026 sales figures show BMW firmly ahead, with the X5’s growing popularity contrasting with the Q7’s declining U.S. sales.
