While affordability and reliability have always been key considerations when buying a new car, these elements are more important than ever in a society where money is tighter than it has ever been. That means that vehicles, especially those purchased by drivers with families to think about, have a better chance of succeeding should they boast these attributes than ever before. BMW has always proven to be one of the more popular brands on the market, given it produces cars with edge, but are also excellent to use on an everyday basis.The German marque has had its trousers pulled down by Japanese rival Lexus though, as the latter's RX SUV demolished all of BMW's models in the sales charts throughout 2025. The RX Is An Authority In The Crossover SUV Market Lexus Lexus has built a tough reputation in the luxury market over the last four decades, the brand offering bang-up-to-date technology and luxury methods in a good value and dependable package. The RX was Lexus' first foray into the crossover SUV arena, with the car frequently credited as being the first of the breed that bore pure luxury in mind. It went on sale in 1998, and has proven to be a huge success for the brand.It has continually perched itself towards the top of the marque's sales figures, and in 2025 managed to get the better of its closest Lexus sibling by nearly 40,000 units, courtesy of the 113,256 machines shifted. Five generations of the RX have been unleashed thus far, with the latest making its debut in 2022. The RX Sits At The Mid-Point Of Lexus' Range Lexus Its sales performance tracks with where it is placed in Lexus' model line-up. Starting at a little over $51k, the RX is priced above the likes of the smaller UX and NX models, as well as the RZ EV. Above it come the larger and more luxurious models like the TX, GX, and LX. The average new car price for Americans in 2026 stands at just over $50,000, placing the RX perfectly to profit. Given that Lexus is a luxury brand, those who opt for one of its models likely have more money to spend from the outset, too. Lexus' Luxury Crossover Has Completely Dominated BMW On Its Own Lexus One of the RX's primary rivals in the luxury crossover SUV arena is the BMW X5, and you'd expect the battle to be pretty closely fought from a sales standpoint, given the popularity of the German marque. In fact, it's not even close. Granted, the X5, like the RX, was one of BMW's bestselling models in 2025, further illustrating how lucrative the mid-size crossover SUV market is right now. Even still, 76,246 specimens managed to find new owners across the entirety of 2025.This is a huge difference of 36,710 fewer cars sold over the 12-month period compared to the RX, a number that is higher than even BMW's 5-Series, 8-Series, and Z4 model sales combined. The Rest Of BMW's Range Is A Far Cry Away From The RX BMW It's not as if most of the BMW range is on the coattails of the X5 either, with the only offering getting close being the X3, which slightly edged it. The brand waved goodbye to 76,546 examples of its compact crossover SUV in 2025, with its next-strongest seller being the 4-Series range of coupes and convertibles. A total of 39,379 of these were sold. The RX sold so well, you could combine the sales performances of the 2-Series, 3-Series, 4-Series, 7-Series, 8-Series, Z4, and XM, and still have some change left over.Whichever way you look at it, it's difficult to argue that this is anything other than a bruising encounter for BMW. There are some clear reasons as to why the RX performed so well, especially when compared to BMW's X5 direct competitor. The RX Is Very Well Priced When Compared To BMW's Range Lexus Arguably, the chief reason for the RX's impressive sales performance versus its X5 rival is the sheer price difference. The RX starts from just $51,175 for the base 350 trim, while the most affordable X5 is the $68,300 sDrive40i model. You do get plenty of extra grunt from the BMW's 3.0-liter twin-turbocharged inline-six against the Lexus' 2.4-liter inline-four unit, with 375 horsepower playing 275 hp. The thing is, not everyone needs a large engine that kicks out a ton of grunt, especially in a car aimed at families who prioritize comfort and practicality in their SUV.The Lexus offers plenty of choice against BMW's X5 range, plus you can still have a powerful RX if you so desire. The 500 F Sport, which wades into battle with a hybrid-assisted version of the 2.4-liter I4, comes with 366 hp, and is still around $1,500 cheaper than the most affordable X5. The X5 may be the more engaging of the two to drive, but the most-powerful Lexus boasts superior fuel efficiency to the tune of 2 MPG on average, due to its more frugal powerplant. In fact, the RX is closer in price to the smaller and more compact X3, meaning it offers greater practicality for the same outlay. Reliability Is Another Strong Point For The RX Lexus Another key advantage the RX boasts over its BMW competition is durability. Lexus – as well as its Toyota parent company – continuosuly rack up awards for producing the most robust new vehicles on the market. It doesn't continuously clean up in JD Power's yearly reliability survey for nothing. In addition, Lexus owners are also some of the happiest with their vehicles, which only further adds to the appeal of opting for one of the brand's offerings. Coincidentally, you have to look mid-table to find BMW on the same list.When you're spending $50k on a crossover SUV, you don't want to be wasting time getting lifts or using public transport when you have to take it into the shop once more. You'll do well to find something better in this regard than a Lexus, and SUV buyers have recognized this. The RX Provides Plenty Of Convenience For The Money Lexus In this instance, affordability doesn't mean skimping on convenience. Even base RX350s come with heated and powered NuLuxe seats, a power trunk lid, and Lexus' premium audio system. Add a few extra grand to your budget, and you'll be able to purchase a 350h Premium trim. Starting from $55,650, this not only brings a more efficient 2.5-liter hybrid powertrain and all-wheel drive to the party, but also plenty of extra toys on the inside.The seats come with ventilation capability, while an electric moonroof is also thrown in. The leather steering wheel is also upgraded with a heating mode, while the interior is decked out with some plush bamboo trim. Upgrade to the $66k 500 F Sport model, and you'll have a more aggressive body kit and stiffer suspension setup mated to the more powerful engine option. Add to this some more standard equipment, like an enlarged 14-inch touchscreen infotainment display, an upgraded ambient lighting setup, and better quality interior trim, and you'll have the true range-topping luxury experience for the same price as an entry-level X5.On balance, it's not difficult to see why so many buyers are opting to make the trip to their local Lexus dealer rather than the BMW outlet.Sources: BMW, Lexus.
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