WHO Has The BEST, MOST BALANCED Full Product Lineup In Dealers In 2013? Audi, BMW or Mercedes?

The concept of having a "balance" lineup is irrelevant. All that matters is being *consistently* profitable. In up markets, in down markets...whenever. Part of that comes from creating highly desired products, rather than attempting the "something for everyone" approach, or some other arbitrary measure of "balance" (other than 50/50 weight distribution). The other component of consistent profitability is management: The way a company is managed makes a massive difference, not only in the products they create, but also in their ability to remain consistently profitable.

BMW meets this criteria (and I'm not a BMW fan!). The record shows us they have remained consistently profitable, even during crippling recessions, economic collapses, and even after they wrote off billions of dollars in bad investments (remember Rover, when, after huge segment losses, they paid a consortium to take it off their hands?)

BMW has aimed primarily at the premium sport-sedan market, and to a lesser degree, sport-coupes and sport-SUVs. The key word with BMW is "sport." That's why the claim to be The Ultimate Driving Machine. BMW is the benchmark against which others try to measure up. Everyone claims to have (or aspire to make) the next "3 Series Killer," but do we hear car companies claiming to have the next Audi A4 killer, or the next Mercedes C class killer, or the next Lexus IS killer? Not usually.

By comparison, we have GM, who arguable has a tremendously "balanced" line-up: everything from economy cars to "luxury" cars (Cadillac?) to sports cars (Corvette) to practical daily beaters, to pickup trucks and even heavier trucks. How's that for balance? We all know that GM has been at the bailout trough once already, and I believe they're heading in that direction again.

The same "balance" myth has been adopted in the American diet with the "Food Pyramid," in the mistaken belief that if we have a "balance" of all foods, we'll be healthier. Since indoctrinating our population with that belief, we've ballooned to the fattest, sickest, most prescription-drug-dependent population on the planet. So much for the belief that "balance" is good.

"Good" is good. You don't need to include the bad in order to maintain a "balance". You also don't need to embrace a wide variety of "good" for the sake of "balance." We know this because BMW was consistently profitable with they had just a handful of models, so their success does not equate with "balance."

The reason why "balance" is a buzzword, is because it's the opposite of imbalanced or lopsided, which is bad. Therefore, people *assume* that "balanced" must be good. Just like the population assumes that "natural" means good, even though rattlesnake venom, asbestos, poison ivy, and the bubonic plague virus are all natural. Just because something is natural doesn't necessarily mean that it's good. Similarly, just because something is "balanced," like an automotive lineup, doesn't necessarily make it a good one.

Audi has the best, most balanced lineup out of the current big German 3 of Audi, BMW and Mercedes-Benz.

Audi does not have the most complete lineup(it still needs to launch its upcoming Q2, Q4 and Q6 sporty SUVs) but as it stands, Audi offers the most compelling mix without destroying sales of its other models, which is exactly the path BMW is on with its mix of 3-series sedan/wagon/GT, 5-series sedan/6-series Gran Coupe/7-series flagship sedan. BMW is also missing a critical opportunity to provide the market with an entry-level sedan below the 3-series within the next year. Audi and Mercedes-Benz will beat BMW to market by a long margin.

In terms of profitability Audi also ranks highest at an 11.1% profit margin compared to BMW's 9.9% figure and just 3.3% for Mercedes-Benz.

Audi is able to sell its cars for less money than both BMW and Mercedes-Benz because it costs Audi less to produce its vehicles due to the fact that it's a part of the Volkswagen Auto Group. By being part of VAG, Audi saves money by sharing parts and components with other VAG brands such as Bentley, Porsche and Volkswagen. BMW and Mercedes-Benz do not not have this cost advantage nor are they able to order parts in such bulk quantities as VAG brands that allows for valuable discounts on components.

By being a more profitable company than BMW and Mercedes-Benz, Audi is able to invest $17 billion in its products, facilities and technologies through 2016 alone.

With Audi management admitting the company's design strategy was too boring, safe and predictable, Audi will usher in a new era of aggressive, bold and differentiated design for the brand starting with the 2015 Audi A4 sedan and 2015 Audi Q7 SUV, both set to debut in 2014.

With market leading sales status in the massive Chinese market, huge sales momentum in the U.S. market, a new bolder, differentiated and aggressive design strategy around the corner and the costs savings due to being a part of the Volkswagen Auto Group, Audi will be the dominant luxury brand of the future.

well thought out. I think that BMW and Audi have clearly faired better than Mercedes.

Audi managed to survive after a faulty article about the transmission almost killed them off, only to come back stronger than ever. The biggest things that may or may not hurt Audi moving forward is the conservative styling of their cars the past few years except for the R8, which is one of the most striking cars around. Hopefully, they will as their President mentioned, that they realize the blandness and will move in a more adventurous direction and bring more cars like the TT, R8 and S5.

BMW on the other hand, is really the company to beat. They have brand image that is second to none in the Automotive sector and just like Audi are on the cutting edge of Technology in their cars. The one thing they seem to excel at is staying true to the cause which has helped them overcome some terrible disasters and yet be profitable to be able to be the Only Premium Car to stand alone.

Now I say that Audi needs more creativity in their design, yet not to the extent to where Mercedes is going. There is just no consistency in the lineup. It is almost like they are trying to hard. I really like Mercedes, yet they have not fared to well in trying to compete with Audi or BMW. Mercedes for a long time rested on its laurels only to watch BMW pass them by. Then they merged or took over Chrysler which only hurt their Mystique more as they started sharing some part with Chrysler and design cues. This allowed Audi to then pass them by. It definitely appears that Mercedes is trying to make up ground, yet aside from the New S-class coming out, they have a long way to go from a Technology and design standpoint to keep up with Audi or BMW.

Lexus has the best lineup.

I respect your points but disagree, I think the the real question is what fill up all your needs... For me is Benz It have all the cars that you may need in the luxury segment. In entry level I think 3 is the best achievement of BMW, but in luxury even in the bad times of MB, BMW sill trying to catch the luxury line of MB. BMW still have no answer for G, SL, CL or Real answer for S class, SLS, and even If BMW does not have something to match those cars , it does not means that they are INCOMPLETE....People looking for something good and cheaper will go for 6 series or the most expensive alternative to the CLS, the 6 GC. If I where the Owner of BMW I would not build the CL, SL or SLS, if not commercial profitable. Does that means that BMW is complete cause does not offer land yachts ?. Nope. MB is not building X6 or 5GT or 3GT and IMO soon or later BMW will kill those cars cause in difference with G, Sl CL or SLS they are Ugly so commercially speaking they are not doing anything for the brand even in any other sense. G, SL, CL and SLS at least , project luxury and beauty for the brand. Again , does that means the BMW is incomplete....Not at all. Finally AUDI is doing great in their current direction and have almost everything , even a super car, missing in the BMW lineup...what is the best , most balanced full lineup depend a lot of your perception of the brand.

There are many car companies in the world but only 3 that are known on this website. I have not posted the following words on this website since last week >>>>> German cars have instant credilbility and everything else is a piece of sh!t

only if audi would fix their designs of same sausage, different lengths. also fix the numb and over boosted steering. BMW is currently the one to beat but they are slipping with ugly new front designs and wired steering feel. Merc is 3th but very close to audi.

All three luxury German makers have wonderful full lineups. The question the article poses is poorly considered.

I think Audi and BMW have been the better strategists from a sales volume perspective. They have focused efforts on offering very viable entry-level products that Mercedes just hasn't caught up to until recently. With the new A/CLA, this should/may change the sales landscape a bit.

From a product lineup standpoint, I look at things this way. If I am brand loyalist, does "my brand" offer a product range so that I may never have to leave that brand if I'm looking for a new or different type of car. To that end, I would say Mercedes has the most complete product lineup. There are almost no holes (or significant holes) that Mercedes has in any particular segment. I think that all 3 have good, complete sedan lineups but Audi and BMW may be missing some other key segments.

Examples:
- If I am a current A6 owner and now want to get a coupe in this price tier or above or if I am a current A5 owner and want to get a higher-priced coupe, I'm forced to look elsewhere, to either BMW or Mercedes (or another high-end brand)
- If I'm a current A8 or 7 Series owner and now want a coupe in this price tier or above, it's only Mercedes (or Bentley, maybe Aston)
- If I am a current X5 or Q7 owner and need more space, I'd have to go to Mercedes (or Lexus or Infiniti)
- If I am looking for a 2-seat luxury convertible, there's only the SL (or Aston)
- If I am a current 7 Series owner and now want a supercar, it's the R8 or SLS

Anyway, that's my take on it.

A dealer does not need a full product line-up...

... all a dealer needs is the courtesy shuttle offered by Toronto dealers:
http://www.youtube.com/watch?v=-8eGe5-32NU

So who has the best, most balanced full product lineup in dealers in 2013? Audi, BMW or Mercedes?

- In my area, Mercedes obviously has the broadest range in product lineup, followed by BMW and then Audi.

- But does Mercedes have the best products overall? I don't think so. That would be Audi and/or BMW -- I'd pick Audi, based on its general consistency in German car mag tests. Audi may not have the broadest product range, but it covers most areas desired by the market, and its products are mostly excellent and appealing -- as proven by its global sales figures.

- In mid 2011, Car and Driver made this observative about Germany's Big Three: "'Good news for Audi in the luxury segment: last month’s sales figures for Germany are out, and the A8 surpassed both the Mercedes-Benz S-class and the still-fresh BMW 7-series. This tells you something about the A8's excellent image here [in Germany]. On common German home turf, Audi is entirely on par with Mercedes and BMW. In fact, one could argue that it has achieved the most comfortable position. Audi quite simply stands for superior innovation and design. Mercedes-Benz, by contrast, seems to go after every niche and struggles to recast itself as a sportier, more youthful brand; BMW tries to shift its focus from aggressive sportiness to "sustainability." '
http://tinyurl.com/l4se8s9

- Audi could immediately increase its product range and sales in North America if it wanted: Audi does not sell several models in North America that it sells in Europe (e.g., A1 hatchback/sportback, A3 hatchback/sporttback/sedan, S3 sedan/sportback, A4/S4/RS4 Avant wagon, A5/S5 sportback, A6/S6/RS6 Avant wagon, A6 allroad quattro, Q3, SQ5 TDI, TT RS Roadster) and even more engine variants and options for each model that are available in Germany/Europe. But Audi is concerned about sustainable growth -- it does not want to overload dealerships with more potentially lower-selling models and customer support than they can handle. I think Motor Trend mag's latest issue lamented Audi's decision not to sell the A3 hatchback and RS6 wagon in North America.

- I would rather see Audi expand its product line up carefully and sustainably, rather than dissipate effort, development costs and other resources trying to expand into every niche (especially niches/segments that have relatively weak demand and are less profitable). What Audi has done for its R8, it could do for the A3, A4, A5, A6, A7, A8 -- although these are already excellent products (and comparo test winners in most cases), taking them to the next level simply bullet proofs the Audi brand and desirability.


In Germany, the German Big Three sell vehicles in the following segments. This gives an idea of which segments in North America are under-exploited by each German car company (though there are some segments in North America that are not reflected or important in the Germany).

Small cars:
- Audi A1, S1

Compact class:
- Mercedes A-Class
- Audi A3,

So who has the best, most balanced full product lineup in dealers in 2013? Audi, BMW or Mercedes?

- In my area, Mercedes obviously has the broadest range in product lineup, followed by BMW and then Audi.

- But does Mercedes have the best products overall? I don't think so. That would be Audi and/or BMW -- I'd pick Audi, based on its general consistency in German car mag tests. Audi may not have the broadest product range, but it covers most areas desired by the market, and its products are mostly excellent and appealing -- as proven by its global sales figures.

- In mid 2011, Car and Driver made this observative about Germany's Big Three: "'Good news for Audi in the luxury segment: last month’s sales figures for Germany are out, and the A8 surpassed both the Mercedes-Benz S-class and the still-fresh BMW 7-series. This tells you something about the A8's excellent image here [in Germany]. On common German home turf, Audi is entirely on par with Mercedes and BMW. In fact, one could argue that it has achieved the most comfortable position. Audi quite simply stands for superior innovation and design. Mercedes-Benz, by contrast, seems to go after every niche and struggles to recast itself as a sportier, more youthful brand; BMW tries to shift its focus from aggressive sportiness to "sustainability." '
http://tinyurl.com/l4se8s9

- Audi could immediately increase its product range and sales in North America if it wanted: Audi does not sell several models in North America that it sells in Europe (e.g., A1 hatchback/sportback, A3 hatchback/sporttback/sedan, S3 sedan/sportback, A4/S4/RS4 Avant wagon, A5/S5 sportback, A6/S6/RS6 Avant wagon, A6 allroad quattro, Q3, SQ5 TDI, TT RS Roadster) and even more engine variants and options for each model that are available in Germany/Europe. But Audi is concerned about sustainable growth -- it does not want to overload dealerships with more potentially lower-selling models and customer support than they can handle. I think Motor Trend mag's latest issue lamented Audi's decision not to sell the A3 hatchback and RS6 wagon in North America.

- I would rather see Audi expand its product line up carefully and sustainably, rather than dissipate effort, development costs and other resources trying to expand into every niche (especially niches/segments that have relatively weak demand and are less profitable). What Audi has done for its R8, it could do for the A3, A4, A5, A6, A7, A8 -- although these are already excellent products (and comparo test winners in most cases), taking them to the next level simply bullet proofs the Audi brand and desirability.


In Germany, the German Big Three sell vehicles in the following segments. This gives an idea of which segments in North America are under-exploited by each German car company (though there are some segments in North America that are not reflected or important in the Germany).

Small cars:
- Audi A1, S1

Compact class:
- Mercedes A-Class
- Audi A3,

Small cars:
Audi A1, S1

Compact class:
Mercedes A-Class
Audi A3, S3, RS3
BMW 1 Series

Middle class:
Mercedes C-Class
Mercedes CLA-Class
Audi A4, S4, RS4
Audi A5, S5, RS5
BMW 3 Series
BMW 4ER

Upper Middle Class:
Mercedes E-Class
Audi A6, S6, RS6
BMW 5 Series

Upper Class:
Mercedes CL-Class
Mercedes CLS
Mercedes S-Class
Audi A8, S8

BMW 6 Series
BMW 7 Series

SUV:
Mercedes GLK
Mercedes R-Class
Mercedes G-Class
Mercedes GL-Class
Mercedes ML-Class
Audi Q3
Audi Q5
Audi Q7
BMW X1
BMW X3
BMW X5
BMW X6

Sports car:
Mercedes E-Class Coupe
Mercedes SL
Mercedes SLK
Mercedes SLS AMG
Audi R8
Audi TT
BMW Z4

Vans/Mini Vans:
Mercedes B-Class

Lage Vans:
Mercedes Viano

Utility Vehicle:
Mercedes Citan
Mercedes Sprinter
Mercedes Vito

Campers:
Mercedes Sprinter
Mercedes Viano

The world's three largest luxury brands are of course BMW, Audi and Mercedes. In the first half of 2013, the worldwide brand leader of luxury car sales was the BMW brand with 804,248 cars sold. BMW's lead was just 23,748 over second place Audi brand's 780,500 cars sold. Mercedes brand was in third place with 694,433, behind Audi by 86,067 cars.

Audi CEO Professor Rupert Stadler said in interviews two days ago that Audi is growing faster than planned: "Yes, the bottom line is we will sell more than 1.5 million cars this year... Audi will comfortably pass this mark and reach this milestone two years earlier than planned." "We have overtaken Mercedes-Benz and are close to BMW like never before." He said. "We still move up a gear, with new products and a broad international presence. So we will get there, by continuing to grow at a rapid pace." A model initiative will provide the decisive impulse: when Stadler took office in 2007 Audi sold 19 models, now there are 44 models. "By 2020 we will be at 60 (models)... We have all the chances in the world to sell more than two million units per year at that time and to be the world's leading premium brand." [As a group, the Volkswagen Group is already the world's largest luxury vehicle group (Audi, Porsche, Bentley, Bugatti, Lamborghini, Ducatti, etc.).]
http://tinyurl.com/n8w4mad

Audi's future models
http://tinyurl.com/m8b9mdr
http://tinyurl.com/kzg5lyv
http://tinyurl.com/kcrrb5a

Audi already sells the most luxury cars in the rest of the world outside the USA. Audi is running neck to neck with BMW in total global sales -- less than 24,000 cars behind BMW. Audi could possibly overtake BMW as the world's largest luxury car maker early as year-end 2013, 2014 or 2015 -- especially if its new A3 sedan/coupe and new A4 next year are successful in taking sales from BMW's 3 series. Audi could immediately increase its sales here by adding several models and model variants/options that it does not sell yet in North America but sells in Europe.
http://tinyurl.com/a3ap8xv

Despite criticisms of a minority about Audi's design/styling, steering, product line up, etc. the reality is that Audi has been extremely successful in the global luxury car market -- it's obviously meeting the needs of luxury car buyers better than Mercedes (despite it's more complete product line up) and almost as well as BMW (despite claims it is the brand image to beat).

- Audi has been very successful at the World Car of the Year awards for its car designs, performance cars and overall car. No doubt Audi will continue to evolve its product styling and designs The award recognizes besides the aesthetic form and groundbreaking trends and innovations of designers.
http://tinyurl.com/ofrqmo6
http://tinyurl.com/ljqzm5y
- At the recent Red Dot Design Awards, the Audi R8 was named "red dot: best of the best" with Audi's A3 Sportback and the S3 also winning titles for their styling quality. The jury of 37 experts from 24 cou

- At the recent Red Dot Design Awards, the Audi R8 was named "red dot: best of the best" with Audi's A3 Sportback and the S3 also winning titles for their styling quality. The jury of 37 experts from 24 countries decided on the R8 because "it is designed and elaborated to an extraordinarily high level. Its proportions are balanced, it has perfect poise and its aesthetics are of a high calibre." The R8 was chosen from a selection of more than 4,600 products and projects entered from 54 countries. The Red Dot Design Award is an international product design prize awarded by the Design Zentrum Nordrhein Westfalen since 1955.
http://tinyurl.com/lmt3mmp


Car_Manufacturer Worldwide Car Sales First Half 2013 (% Change from First Half 2012)

Audi brand 780,500 (+6.4%)

BMW brand 804,248 (+6%)

Mercedes Benz brand 694,433 (+6.4)


Car_Manufacturer U.S.A. Car Sales First Half 2013 (% Change from First Half 2012)

*Audi brand *74,277 (14%)

*BMW brand *140,431 (11%)

*Mercedes Benz brand *141,950 (10.4%)


Car_Manufacturer China Car Sales First Half 2013 (% Change from First Half 2012)

*Audi brand *228,139 (+17.7%)

*BMW brand *170,730 (+15.0%)

*Mercedes Benz brand *98,914 (-0.5%)


Car_Manufacturer Europe Car Sales First Half 2013 (% Change from First Half 2012)

*Audi brand *383,700 (-2.5%)

*BMW brand *328,057 (-2.8)

*Mercedes Benz brand *327,988 (+4.2%)


Car_Manufacturer Germany Car Sales First Half 2013 (% Change from First Half 2012)

*Audi brand *128,345 (-4.3%)

*BMW brand *118 840 (7.9%)

*Mercedes Benz brand *124,324 (-3.3%)


Car_Manufacturer Britain Car Sales First Half 2013 (% Change from First Half 2012)

*Audi brand *74,051 (11.9%)

*BMW brand *65,214 (5.6%)

*Mercedes Benz brand *54,637 (4.7%)

Audi results: http://tinyurl.com/lzb3ytt
Mercedes results: http://tinyurl.com/m5rjy8u
BMW results: http://tinyurl.com/mauztdm
http://tinyurl.com/nxlgvvm
http://tinyurl.com/kgqhal2

"Car_Manufacturer Worldwide Car Sales First Half 2013 (% Change from First Half 2012)

Audi brand 780,500 (+6.4%)

BMW brand 804,248 (+6%)

Mercedes Benz brand 694,433 (+6.4)"


A total of 804,248 BMW brand vehicles (prev. yr. 747,089) have been delivered to customers worldwide since the start of 2013 – an increase of +7.7%.....Not 6%


http://www.bmwgroup.com/e/0_0_www_bmwgroup_com/investor_relations/corporate_news/news/2013/vertriebsmeldung_juni_2013.html

bmwm6: Thanks for detecting the mistake. Yes, it's 7.7% sales growth for BMW, not 6%. The 6% was actually for BMW Group sales, as Mini and Rolls Royce had sales declines.