After a decade of success, Lexus has been thoroughly dethroned by the Teutonic duo, BMW and Mercedes-Benz, whom are the new kings of the United States premium car market. However, after months of fierce sales competition, it still isn’t clear which German automaker will come out on top.
The last tally at the end of November indicated that BMW has sold 221,073 units in the U.S. market, only 1,582 more than Mercedes-Benz. Now down to the wire, both premium carmakers are now using all discount strategies imaginable to sway buyers.
According to TrueCar.com, BMW and Mercedes-Benz are offering approximately $4,800 USD in discounts by way of subsidizing interest rates (as low as 0.9 percent), lease payments have been waived for the initial months, an increase in the residual value of vehicles when the lease expires, as well as giving further incentives to returning customers.
No matter who eventually wins the title, the year has been positive for both automakers. BMW saw a 12.3 percent increase while Mercedes-Benz enjoyed a 11.8 percent increase in auto sales this year. Overall, sales of premium vehicles in the U.S. increased by 35%.