BMW Prepares to Lose Global Premium Sales Lead
BMW may not lead as the top global premium brand by unit sales when 2015 ends.
Once all the dust settles this year, BMW might surrender its position to Audi as the top global premium brand. The German automaker’s CEO Norbert Reithofer acknowledged the possibility today while speaking to journalists at BMW’s annual results conference, but did add the caveat that the BMW Group would retain the title if sales from its MINI sub-brand are included. Both German competitors Audi and Mercedes-Benz are aiming to overtake BMW in sales by 2020 and both have been closing in on the gap.
SEE ALSO: BMW Reclaims US Luxury Sales Crown for 2014
Through the first two months of this year, Audi has outsold BMW while Mercedes-Benz is posting the fastest growth rate of the three brands over the same period of time. One reason BMW is lagging behind is the lack of a competitor in the entry-level segment, where Audi has the A1 and Mercedes has the CLA.
IHS Automotive estimates that BMW will retain the crown this year with estimated global sales of 1.82-million units while Audi will deliver 1.7 million and Mercedes will sell 1.6 million.
[Source: Automotive News]
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Jason Siu began his career in automotive journalism in 2003 with Modified Magazine, a property previously held by VerticalScope. As the West Coast Editor, he played a pivotal role while also extending his expertise to Modified Luxury & Exotics and Modified Mustangs. Beyond his editorial work, Jason authored two notable Cartech books. His tenure at AutoGuide.com saw him immersed in the daily news cycle, yet his passion for hands-on evaluation led him to focus on testing and product reviews, offering well-rounded recommendations to AutoGuide readers. Currently, as the Content Director for VerticalScope, Jason spearheads the content strategy for an array of online publications, a role that has him at the helm of ensuring quality and consistency across the board.
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This is a great rivalry. To me it's vaguely like Ford and Chevrolet, except of course with luxury automakers based in Bavaria. There's such great heritage in play as well.
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