BMW Losing Buyers To Audi May Cost Luxury Maker 2012 US Sales Crown

Good to see what I have been saying has been confirmed. Audi will see a huge increase in U.S. sales when the A3 sedan and Q3 SUV are launched. Furthermore, Audi continues to steal sales from BMW, its main rival as stated by the percentage of BMW and Audi buyers that cross-shop with the other brand.

Audi is on a tear both domestically and globally. Audi already passed Mercedes-Benz in annual global sales last year and has widened the sales gap dramatically this year and closing in rapidly on BMW.

— GermanNut (View Profile)

Posted on 10/22/2012 11:52:10 AM | reply to this comment | Votes: -9   

Not surprised. BMW just repurchased my wife's 2011 X5 due to the Vehicle shutting off three times while driving . I am pretty dissapointed the level of service I recieved from the dealer and BMW as to resolving the problem. I had to call BMW NA myself and in result they are buying the car back. After 20 years of being a loyal customer to BMW, I am done with BMW. will never buy one again. Its sad that there service and quality has gone down the toilet.

— vtandon (View Profile)

Posted on 10/22/2012 12:36:38 PM | reply to this comment | Votes: 2   

Audi offers better value, compare A3 to base 3 series, the A3 (and 4) come with more features like no charge leather seats.

I'm pretty sure Audi includes things like a compass to their cars but on a BMW, you have to buy a NAV package to get the compass which is stupid. Makes you wonder why people wouldn't just go out and buy an aftermarket nav instead.

— HughJass (View Profile)

Posted on 10/22/2012 12:38:34 PM | reply to this comment | Votes: 3   

Then again, you won't find any parts on a BMW not labelled BMW, unlike Audi which probably has atleast 50% VW/SEAT/Skoda parts in it.

— HughJass (View Profile)

Posted on 10/22/2012 12:39:30 PM | reply to this comment | Votes: 5   

There are fewer and fewer roads to take advantage of the Ultimate Driving Machine (too crowded, too full of under-trained drivers, need of serious repair, etc etc) and more and more people are looking for superior interior design and style....aka Audi. Coupled with BMW's own efforts to straddle the fence between performance & comfort to please the masses has diluted its appeal. For us enthusiasts BMW's are not BMW's of old and are left to choose a water downed version or a higher styled AUDI. Woe are we !

— PUGPROUD (View Profile)

Posted on 10/22/2012 1:28:27 PM | reply to this comment | Votes: -1   

I think as VW increases US sales, the customer base grows so when buyers move upmarket Audi is available. This is why Toyota started Lexus so Cressida and Camry buyers with more means and wanting more luxury had a place to go. VW is selling more autos, so most potential upmarket buyers may receive marketing material about Audi. Audi are nice autos. Almost bought an A8.

— Dr550 (View Profile)

Posted on 10/22/2012 1:34:24 PM | reply to this comment | Votes: 2   

Most importantly, BMW's are no longer "The Ultimate Driving Machine." Not even the high-performance "M" BMWs (except the M3) drive the way they used to.

Gone are the days of BMW's excellent driving dynamics, lithe steering, engaged feedback, and the ability to fling the car around like a true sports car. Only the 3-series offers these traits while every other model line misses by miles.

The lack of driving appeal combined with poor quality (mass recalls on expensive M models), and poor service, it is easy to see why BMW will lose its number one sales crown both domestically in the U.S, but more importantly globally.

— GermanNut (View Profile)

Posted on 10/22/2012 1:38:44 PM | reply to this comment | Votes: -2   

People are forgetting the real story here, with China, Japan, and European Sales dropping rapidly, Mercedes Benz has positioned itself as THE luxury brand in The most Stable Market, North America while Bimmer and Audi confuse eachother's missions and eat eachothers sales.

The next Gen C, S, and E class will solidify Benz at the top in North America and position it for dominance globally

— Car4Life (View Profile)

Posted on 10/22/2012 3:41:19 PM | reply to this comment | Votes: 1   

Huh? MB seems to be running the highest incentives and you think they've positioned themselves to be the most luxury? Honda Accords are bumping up against low end C-classes\B-classes now and the incentives are pretty damn close.

— HughJass (View Profile)

Posted on 10/22/2012 4:34:27 PM | reply to this comment | Votes: 1   

When you have the oldest model line up out there like Benz, and are still outselling the Competition, and have forced the likes of Audi and BMW to offer steep incentives too on BRAND NEW Vehicles, you reserve the right to keep wheeling and dealing too

— Car4Life (View Profile)

Posted on 10/22/2012 4:56:15 PM | reply to this comment | Votes: 1   

OTOH, I considered Audi and MB before I bought my bimmer.

— AgentOrange (View Profile)

Posted on 10/22/2012 5:13:39 PM | reply to this comment | Votes: 2   

- vtandon
If it took 20 years of BMW purchases to get you stranded consider yourself very lucky.

— topneuro (View Profile)

Posted on 10/22/2012 8:49:45 PM | reply to this comment | Votes: -2   

Why doesn't AutoSpies come out once and for all and admit they are purely anti BMW?
Every week there is a new article positing some problem of sales or design that BMW is experiencing at the hands of competitors.

Enough already! AutoSpies, knock off this hatchet job you are committing on BMW. You are losing what little credibility you have left.

— skytop (View Profile)

Posted on 10/22/2012 10:08:41 PM | reply to this comment | Votes: 3