In previous years, the luxury segment grew steadily. In 2023, its share of the Ukrainian market reached 20.4%, which was 90% more than in 2022, when the figure was 17.5%. The following year, 2024, the growth trend did not break: the segment held almost 21% of the market and added another 10% to sales volumes.
However, in 2025 everything changed. The first months still showed positive dynamics — in January the share reached 31.8%, but from the second half of the year the market slowed down significantly. The worst period was August, when sales in the premium segment fell by almost 30%. At the end of the year, the share of expensive cars shrank to 14–15% of the total market volume.
The decline affected almost all major players. BMW, which maintains leadership in the segment, lost 22.8% of sales, Lexus — 17.6%, and Mercedes-Benz — 16%. Jaguar suffered the most: after changing its strategy, the brand showed a collapse in volumes of more than 80%.
The main reason for the cooling demand for expensive brands was a change in buyer preferences. Ukrainians are increasingly paying attention to Chinese electric vehicles, which are actively conquering the market thanks to tax benefits valid until the end of 2025. Such electric cars already account for about 30% of all new car sales in the country, and the vast majority of them do not belong to the premium class.
Thus, for the first time in several years, the Ukrainian premium market ended a period with a negative dynamics indicator.
