MB And Audi Kick Off 2010 Strong While BMW Lags Behind, Why?

2010 is off to a strong start for many manufacturers. For some, sales were up astronomically, recording double digit year-over-year gains.

The only firms that had trouble in January were Chrysler and Toyota -- for obvious reasons.

Out of the big three German brands, Audi, BMW and Mercedes-Benz, two out of the three made out really well while a third was noticeably lagging. Audi's Q5, A4 and A5 were all strong movers, while MB's E-class, M-class and S-class bolstered their sales with solid figures.

Audi climbed nearly 38 percent YOY and MB tallied gains just over 45 percent. But, BMW grew just over seven and a half percent over last year.

The question that has to be asked is "why?"

Have consumers wised up and have begun doing research? With a plethora of 2011 BMWs hitting the market in the spring, are buyers holding out? Could it be that the brand has created far too many niche vehicles?

What say you, AutoSpies? Let us know in the comments below...







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enthusiastx11 - 2/3/2010 12:31:57 AM

+3 Boost

analyzing a single month of data is a fool's game. what's the trend over 3, 4 or even 6 months? trend data is at least worthy of analysis.

agent507 - 2/3/2010 12:40:27 AM

+1 Boost

Don´t worry. Let Arni say it: I´ll be back.

agent507 - 2/3/2010 12:46:04 AM

+2 Boost

OK, here is the math:

Sales January 2010 YTD:
Audi: 6.510
BMW: 13,163
Mercedes: 15,158
Lexus: 15,527

Conclusions: Audi is gaining share but still far behind, Lexus and Mercedes are strong, BMW is doing fine. No worries here, it is a 1 month statistic. Don´t go crazy.

AlleVier - 2/3/2010 1:08:51 PM

-1 Boost

True that it's only one month, but as you noted, Audi is gaining share which means someone's losing share. Momentum is significant predictor coming out of a recession and BMW seems to have lost some. I don't think it's the cars so much as the image of BMW as more conspicuously new-money and performance-oriented than Audi or MB. It's not working so well in the middle of a recession and a changing public consciousness about fuel economy. If it's at all about the cars, I'll say that it probably hasn't helped that BMW has no 4-pots for the US market.

BondMI6 - 2/3/2010 1:26:01 AM

+3 Boost

BMW's new models (F10, 335is) should help it be on par with Mercedes in raw sales or even push it ahead by 3rd QT. The new F10 is better than the new E-class for many reasons and it will appeal to a broader band of people than the E60 did. Audi is stronger than before but the A6 and A8 are really lagging. Merc has the biggest chance of dipping as all their main models are out now (C, E, S class)and only facelifts are left until the new S-class debuts in 2012.

JRobUSC - 2/3/2010 8:00:16 AM

+3 Boost

this isn't rocket science -- a totally new 5-Series and X3 coming out are the reasons (they're barely even building the current X3). If you look at the vehicles BMW actually did have available, they sold very well. They sold roughly 3000 X5's and 1300 7-Series, for example, both tops in their respective segments.

Agent009 - 2/3/2010 8:24:39 AM

+1 Boost

In a word L-E-A-S-I-N-G. BMW has had months where 70% of it's transactions were at 70%. Leasing is harder to do and qualify these days. Without an attractive entry point they may now be at a disadvantage.

BMW has trained almost a whole generation that the "Ultimate Driving Machine" can be had starting at $399 a month. Now these cost conscious buyers might be fleeing to brands with more attractive leases, or with a lower cost overall.

NEVER, NEVER, NEVER market yourself to far down stream on a regular basis or you become dependent on most volatile consumer.

Just look at Banking and ARM loans and the massive losses they incurred from such a strategy.

weaponX - 2/3/2010 3:23:56 PM

+1 Boost

This is so true.

And while BMW residuals previously were on par with Mercedes-Benz, probably among the highest in the industry, it's also dropped significantly during the last year. That means higher payments.

Even if BMW subsidizes a lease with lower interest rates (like the 7-series) it still can't offset the drop in residuals. They've become a company that primary sells 1-series or bare bones 3-series cars.

Yonder7 - 2/3/2010 9:02:42 AM

-2 Boost

Lets be honest: since the 2009 BMW is lagging in sales...and yes that is a trend for several months if you compare them with AUDI or Merc. The reason is "ugly expensive cars including the new 7" who will suffer with the new A8. Now that trend will end with the new 5 which is gorgeous....in fact I am very optimistic. The E class won´t lose customers but the new 5 will steal a lot of customer from Infinity, Acura, and Jaguar. As soon as the 5 hit the showrooms, this numbers will help BMW right away.

Whelan - 2/3/2010 9:31:42 AM

-2 Boost

My guess would be not enough people are subscribed to Autospies.com so they do not know the AWESOMENESS of all things BMW! What fools they are!

0to60 - 2/3/2010 12:04:38 PM

+2 Boost

sarcasm right?

0to60 - 2/3/2010 12:05:06 PM

+1 Boost

Ummm, didnt we all agree that, that brown is not BMW's color...

Neverfollow - 2/3/2010 1:38:48 PM

+1 Boost

I think BMW is suffering a little from the image it created for itself. The current consciousness in the US seems a little softer, a little more humble and with an absence of quite so much attitude. Driving a BMW is almost a cliche' during times of economic expansion and excess. BMW is almost the very symbol of greed during these times which is very out of fashion at the moment.

pushrod27 - 2/3/2010 2:42:01 PM

+2 Boost

Mercedes Benz sales have surged mostly because of the new E-Class, but also the refreshed S-Class, and still relatively new GLK350; BMW's sales have lagged because they're waiting on the new 5 series and X3, which will be out soon. It's not rocket science.

M53R - 2/3/2010 4:02:40 PM

+3 Boost

Well if you look at it differently, BMW didn't release any hot selling models yet and it's bread and butter models are due to change soon.

theoptimisticpessimist - 2/3/2010 4:41:57 PM

+2 Boost

It's new product vs. old product. Audi has the new A4 and M/B the new E-Class.