Car brands: the biggest winners and losers in 2025 – News

Swiss Car Market 2025: Sales Slip as Electric Vehicles Power Ahead

The Swiss auto market closed 2025 with a lean year, as overall registrations fell to 233,737 vehicles, down 2.4% from 2024 and marking the weakest performance in a quarter of a century when excluding pandemic effects.

Industry groups say the downturn reflects cautious consumers who remain uncertain about future technology bets—electric, hybrid, or traditional internal combustion. Yet electric vehicles continue to gain a stronger foothold, underscoring a shifting landscape for swiss car buyers.

Key 2025 Trends

• Electric vehicles captured nearly 23% of all new car registrations, meaning roughly one in five cars sold last year was fully electric. electric sales grew about 15% year over year.
• Demand for diesel plummeted 29% as the share of petrol and diesel cars continued to shrink in favor of electrified options and hybrids.
• The mix of gasoline-powered cars also declined by around 20%, with hybrids remaining the predominant hybrid setup, blending electric and combustion propulsion.

Brand Shifts and Market position

The ranking of the largest car brands in Switzerland saw notable moves. volkswagen remained the market leader, while Skoda climbed to second place, edging out BMW which slipped to third. Volvo’s standing weakened, dropping from sixth to tenth position.

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The share of petrol and diesel cars among new registrations continues to fall.
keystone / christian Beutler

Chinese Brands Enter the Swiss Market

The wave of new entrants from China was a notable feature in 2025. BYD, which entered Switzerland in April, sold about 1,000 vehicles, capturing roughly 0.4% of the market.MG also emerged as a clear winner,moving into the spotlight with nearly 3,700 vehicles and around 1.6% share.

tesla: A Mixed Year

Tesla faced a challenging year in Switzerland. Registrations fell by 28%, and the brand dropped from eighth to twelfth place in the rankings. December provided a rare bright spot: 1,570 Tesla cars were registered, accounting for about a quarter of that year’s total and showing a strong last-month push as discounts and pricing strategies aimed to lift the quarterly balance sheet.

Table: 2025 Highlights by Brand

Brand	2025 notes	Market Position / Share
Volkswagen	top seller in Switzerland for 2025	1st
Skoda	Rises to 2nd place, overtaking BMW	2nd
BMW	falls to 3rd place	3rd
Tesla	Registrations down 28%; 12th in overall ranking	12th
MG	Strong growth; ~3,700 cars; 1.6% share	—
BYD	Entered Swiss market in April 2025; ~1,000 cars; 0.4% share	—

What This Means Going Forward

Switzerland’s 2025 data reinforce a broader trend: the electric transition is progressing, but consumer confidence remains a deciding factor for yearly totals. Expect ongoing brand competition as more electrified models flood Swiss lots and incentives, discounts, and dealer strategies influence quarterly results.

Evergreen Takeaways

From a global perspective, the Swiss experience mirrors wider shifts toward electrification, with hybrids offering a transitional path and traditional fuels losing share. For buyers,the year underscored the importance of pricing strategies and availability—factors that can sway decisions even as technology quality improves.

Engagement: Your Turn to Comment

Which technology do you think will define Swiss car buying in the next five years: fully electric, hybrid, or conventional combustion engines? Has price or range influenced your 2026 plans?

Would you consider purchasing an electric vehicle in 2026? Why or why not?

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**2025 Automotive Landscape – Key Take‑aways**

2025 Overview: Market Shifts adn Consumer Trends

• Global passenger‑vehicle sales slipped to 88.3 million units (statista,2025),driven by supply‑chain normalization and rising EV adoption.
• Electric vehicles (EVs) accounted for 22 % of total sales, up from 18 % in 2024 (IEA Global EV Outlook 2025).
• Consumer preference moved toward software‑enabled mobility, over‑the‑air updates, and subscription‑style ownership models.

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The Biggest Winners of 2025

1. Tesla

• Delivered 1.55 million vehicles worldwide – a 12 % YoY increase (Tesla Q4 2025 Shareholder Letter).
• Gigafactory Texas and Berlin each reached full‑capacity output, reducing lead times to under 30 days.
• Introduced “Full Self‑Driving (FSA) Beta v12”, boosting average vehicle resale value by 8 % (Kelley Blue Book, 2025).

Key Success Factors

1. Aggressive price cuts on Model Y while maintaining profit margins.
2. Rapid rollout of V3 Supercharging network (10 % more stations than 2024).
3. Strong brand loyalty: Net Promoter Score (NPS) of 78, highest in the EV segment.

2. BYD (Build Yoru Dreams)

• Sold 1.34 million EVs, becoming the second‑largest global EV seller (J.D.Power, 2025).
• dominated the Chinese “mid‑size SUV” segment with the Han and Tang models, capturing 18 % market share.
• Leveraged its vertically integrated battery platform to cut battery costs to $85/kWh, a 15 % reduction YoY.

Strategic Highlights

• Expanded production to Ningbo and Sichuan, adding 500,000 units of annual capacity.
• Secured long‑term supply contracts with CATL and LFP battery suppliers, stabilizing supply during the 2025 lithium price spike.

3. Mercedes‑Benz (Daimler AG)

• Record €150 billion revenue, with EVs representing 35 % of total sales (Mercedes‑Benz Annual Report 2025).
• Launched the EQS 2025+, delivering 0‑100 km/h in 3.8 seconds and an EPA‑rated 520 mi range, setting a new luxury‑EV benchmark.
• Introduced “Mercedes me Flex” subscription service, adding 1.2 million active users.

Winning Moves

• Integrated MBUX 3.0 AI assistant across all new models, increasing in‑car digital engagement time by 23 %.
• strengthened global dealer network with EV‑specific service bays, reducing average service turnaround to 1.8 hours.

4. Ford

• Delivered 1.08 million EVs,led by the Mustang Mach‑E and the newly launched F‑150 Lightning Pro (Ford 2025 Sales Summary).
• Saw 50 % YoY growth in its Commercial EV segment, capturing 12 % of the U.S. light‑truck market.
• Partnered with Rivian for shared battery‑pack sourcing, slashing pack costs by 9 %.

Growth drivers

• Expanded FordPass ecosystem, enabling seamless home‑charging management and pay‑per‑use charging.
• Rolled out zero‑interest financing for EV purchases, boosting conversion rates by 14 %.

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The Biggest Losers of 2025

1. General Motors (GM)

• EV sales fell 4 % to 810,000 units, trailing rivals (GM 2025 Quarterly report).
• Chevrolet bolt EV faced a recall of 18,000 units due to battery fire risk, damaging brand perception.
• Missed target for Ultium battery‑pack rollout, delaying the Cadillac Lyriq launch until Q2 2026.

2. Nissan

• Overall vehicle sales dropped 7 % to 4.2 million units, with EV volume stagnant at 150,000 (Nissan Global Sales 2025).
• leaf model lost market relevance after the introduction of higher‑range competitors; average price fell 12 % due to discounting.
• Production bottlenecks at Yokohama plant limited output of the new Ariya SUV.

3. Stellantis (formerly FCA)

• Combined global sales fell 3.5 %, with EV share only 12 % of total (Stellantis 2025 Annual review).
• Jeep Wrangler EV postponed to 2027,leaving a gap in the rapidly expanding off‑road EV niche.
• Alfa Romeo brand faced declining volumes, prompting a planned brand consolidation in 2026.

4. Honda

• Hybrid sales slipped 5 %, while pure‑EV offerings remained limited to the Honda e (sold <30,000 units).
• Delayed launch of the Honda Prologue US market entry until Q3 2026, missing the 2025 EV surge.
• Faced catalytic converter regulation penalties in Europe,costing €250 million in fines.

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Factors Driving Success in 2025

Factor	What It Means for Winners	Real‑World Example
Battery Cost Reduction	Enables aggressive pricing & higher range	BYD’s $85/kWh LFP cells
Software & OTA Updates	Keeps vehicles future‑proof, boosts resale	Tesla’s FSA Beta v12
Vertical Integration	Controls supply chain, reduces risk	Tesla’s Gigafactory battery line
Customer‑Centric Mobility Services	Increases brand stickiness	Mercedes “Flex” subscription
Strategic Alliances	Shares R&D burden, expands market reach	Ford‑Rivian battery partnership

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Challenges Behind the Decline

1. Supply‑Chain Fragility – Recurrent lithium‑carbonate price spikes (average $22,000/ton in 2025) squeezed margins for brands lacking in‑house battery production.
2. Regulatory Headwinds – Stricter EU CO₂ fleet‑average mandates (average 95 g/km) penalised manufacturers with slow EV rollouts (e.g., Nissan, honda).
3. Brand Perception Issues – High‑profile recalls (GM Bolt) eroded consumer trust, leading to NPS drops of 12 points.
4. technology Lag – Brands that postponed next‑gen EV platforms (Stellantis, Jeep) missed the mid‑year demand peak driven by government incentives.

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Practical Tips for Prospective Buyers (2025‑2026)

1. Prioritize Battery Warranty – Look for ≥8‑year/100,000‑mile coverage; Tesla and BYD lead with 10‑year warranties.
2. Check OTA Update Roadmaps – Vehicles receiving regular software upgrades retain value; Mercedes B‑Class and Ford Mach‑E score high.
3. Evaluate Total Cost of Ownership (TCO) – Include home‑charging installation, possible government rebates (average $7,500 in the U.S.), and insurance discounts for EVs.
4. Consider Subscription Models – If you value versatility, Mercedes Flex or FordPass can lower upfront costs and provide vehicle swaps.

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Case Study: Tesla’s Gigafactory Texas Upscaling

• Production Capacity: From 500,000 to 800,000 units per year by Q4 2025 (Tesla investor Relations).
• Lead Time Reduction: Average customer wait reduced from 45 days to 28 days.
• Economic Impact: Created 12,000 new jobs and spurred a $300 million investment in local supply chain firms.
• result: Contributed ≈250,000 additional vehicle deliveries in 2025, propelling Tesla to the top of the global EV rankings.

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Rapid reference: 2025 Winners vs. Losers

Brand	2025 EV Units Sold	YoY Change	Notable strength / Weakness
Tesla	1.55 M	+12 %	Industry‑leading software & charging
BYD	1.34 M	+8 %	Low‑cost battery integration
Mercedes‑benz	1.00 M (EQ line)	+15 %	Premium EV experience
Ford	1.08 M (Mach‑E, lightning)	+10 %	Strong commercial EV push
GM	0.81 M	-4 %	Recall setbacks,battery delays
Nissan	0.15 M	0 %	Leaf aging, limited range
Stellantis	0.62 M	-3 %	Slow EV rollout, brand consolidation
Honda	0.03 M	-5 %	Late EV entry, hybrid decline