The luxury SUV vehicle segment offers spacious vehicles that come standard with creature comforts and modern technology. Luckily for Americans, there are several luxury brands that still offer affordable luxury SUV models. Some luxury vehicles outsell rivals by thousands of units due to their capability, affordability and generous lists of standard features.
One Lexus SUV is outselling popular models from brands like BMW, Mercedes-Benz and Buick.
What is the best-selling luxury vehicle of 2025 thus far? Here’s what to know.
Lexus’ RX nameplate is a midsize SUV model that is a close relative to the popular Toyota Highlander. The 2025 Lexus RX 350 starts at $50,575 and is available in front-wheel drive or all-wheel drive.
It comes in six trims, topping out at $59,425 with the F Sport Handling AWD final configuration.
The Lexus RX costs slightly more than the average new vehicle price in America (nearly $50,000, according to CNBC). Based on its sales numbers, American car buyers aren’t hesitating to buy Lexus RX models over more affordable luxury vehicles like the smaller Lexus NX or Buick Envision. The company’s third quarter sales report shows Lexus sold 80,427 RX luxury midsize SUV units as of September 2025.
BMW, one of the most popular luxury brands on the market, sold 51,870 BMW X5 luxury midsize SUV units so far in 2025, according to its third quarter sales report. Lexus’ luxury midsize SUV is outselling the Mercedes-Benz GLE, GLC, BMW X3, Cadillac Escalade and Audi Q5, according to Q3 sales report data from the luxury brands.
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Lexus’ RX is selling like hotcakes for several reasons.
In terms of affordability, it’s among the most affordable models in its particular segment, as luxury models have higher sticker prices than mainstream models. The RX has also become synonymous with reliability and longevity. Automotive research site iSeeCars.com lists Lexus as one of several brands with “better-than-average lifespans.”
The 2025 Lexus RX uses a 2.4-liter turbocharged four-cylinder engine to produce 275 horsepower and 317 pound-feet of torque. It boasts decent power for its size. The luxury midsize SUV achieves 22 miles per gallon in the city and 29 miles per gallon on the highway. It has an “upscale, high-tech interior” as well as an attractive exterior design, according to a vehicle review by MotorTrend.com.
The RX comes with plenty of standard features that make the SUV more convenient and luxurious. Lexus delivers on value in a segment where it’s tough to find vehicles under $55,000.
The Lexus RX may not be the most affordable luxury SUV on the market, but its starting price is on the lower end of the spectrum for luxury midsize SUVs. In fact, it’s more affordable than rivals from BMW, Mercedes-Benz, Genesis and more. American car buyers are searching for luxury models that are reliable and value-oriented, based on high Lexus RX and NX SUV sales numbers.
Since its 1989 launch, Lexus has carved out a brand identity of its own, separate from Toyota. While drivers can notice a clear resemblance in dependability, Lexus models feature a unique upscale design language that is appealing to thousands of drivers across the country.
Is the RX a shoo-in for the best-selling luxury vehicle of 2025 when the year comes to a close?

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