Luxury vehicles: United States premium vehicle sales 2023

In 2023, Tesla was the leading luxury car brand in the United States, recording luxury sales of around 650,100 units. It edged out its main competitor, BMW, which recorded estimated sales of over 351,600 luxury vehicles.

The U.S. luxury market

Luxury cars represented an estimated 6.8 billion dollars in revenue in the U.S. in 2022, with a projected growth in 2023. The U.S. were the leading market for luxury automobiles worldwide, with a market size over twice the revenues generated by the luxury car market in Germany, the second largest market for the segment. Despite the revenues generated by the luxury market, the U.S. represented less than a quarter of BMW’s regional automobile sales in 2023, while the brand was one of the market leaders in the country. The luxury car segment also made up some 5.3 percent of the total U.S. light vehicle market demand as of June 2022, dwarfed by the crossover segment which held almost half of the market.

Car owners view luxury brands positively

Luxury automotive brands are amongst the automotive brands perceived as most reliable by car owners. At 79 percent, Toyota’s subsidiary Lexus was the first most reliable car brand for car owners in late 2023. Lexus was also second in overall consumer satisfaction that same year, followed by Tesla. However, the importance of buying luxury cars, motorcycles, or bicycles in the U.S. was relatively low, with 19 percent of the respondents in a recent survey citing the products as a type of luxury goods they spent their earnings on.