BMW already revises down its ambitions for 2025
This page is translated from the original post "BMW revoit déjà ses ambitions à la baisse pour 2025" in French.
- 13/10/2025 16:46
The Chinese slowdown and an uncertain global context weigh on European manufacturers, and BMW is no exception.
BMW has revised its forecasts for 2025. Despite good results in Europe and across the American continent, the Bavarian automaker faces a significant slowdown in its sales in China, a key market for the brand. This underperformance, combined with lower margins at local dealerships, prompts BMW to adjust its trajectory for the end of the year.
Adding to this is a tense economic environment, marked by trade uncertainties between the European Union and the United States. The group had hoped for a reduction in customs duties starting August 1, 2025, but discussions are dragging on and the expected breakthrough has not occurred. This context complicates planning and profitability in an industry already affected by rising costs, the complex electric transition, and a slowing global market.
Prudence or gloom at BMW?
As a result, BMW now forecasts an operating margin of between 5% and 6%, at the lower end of its target range. Its return on investment will also be more modest, between 8% and 10%, and expected cash flow from automotive activities drops to €2.5 billion, down from the previously hoped-for €5 billion.
These adjustments reflect the gloomy climate impacting all European automakers, who are facing fierce competition from Chinese brands, regulatory pressures, and cautious consumers.
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Nevertheless, BMW remains committed to rewarding its shareholders, maintaining a dividend between 30% and 40% of profits, and continuing its share buyback program. The group will publish its detailed quarterly results on November 5, 2025. A highly anticipated event, in an industry where confidence is increasingly rare.
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