BMW Trails Audi And Mercedes-Benz In First Month Of 2016 Global Sales Race

Blame it on watering down the Ultimate Driving Machine and cookie cutter same old same old styling. Say what you want about Mercedes and Audi but they have stuck to and continuously reinforce their brands' core values. The new M2 is a step in the right direction but much more needs to be done across the entire product line. I love BMW's and have owned many but none except maybe the M2 gets me into a showroom today.

More precisely, blame it on Mercedes' very aggressive approach to new model introductions and/or updates/refreshes mid-cycle, not to mention creating very distinctly upgrade models from previous generations. Since 2013, almost every model in the lineup has seen a new model introduced or an update to an existing model. Even the E Class just received an update in 2014, and now we are already seeing the new model ready for delivery this year. It seriously makes BMW and Audi look like they are moving in slow motion. On top of the blistering pace, Mercedes is also elevating the game in each respective category in luxury, design, and for AMG-Sport and AMG models, in performance. This is what happens when the bean counters are locked up in isolation and not permitted to interject in decision-making.

Mercedes has winning strategy and overall lineup. The fact that the Mercedes S Class started the new design language for the sedans, and allows the C Class to be perceived as a baby S Class is a winning branding component.

While the 7 series was modeled after the 3 series making the 7 series to appear to be a bloated 3 series. Benz also ensured they countered any tarnishing of the brand with the launch CLA by nearly simultaneaously launching the king of the hill S Class

They are the only manufacturer catering to buyers in the market for $30k to upwards of $300k plus and the brand seems to be growing even stronger despite the sales growth and accessibility

Mercedes is much improved over the last couple of years. Their line-up had been very stale prior to 2014.

These numbers look great, until you check what the competition did. Nobody loses the sales crown after 1 month, but it seems Mercedes will be unstoppable this year, outselling BMW in January by just shy of 17,000 vehicles globally, relegating BMW to 3rd place. (Audi 2nd) The fact that Mercedes sold twice as many of their now old S class than BMW's brand new 7er, should be cause for concern. The new 5 series can't come soon enough, even though it might not have an impact, because Mercedes new E class is also coming. I think BMW's stale interior design is catching up with them. They will no doubt have another record year, and surpass 2015 sales figures, but it seems BMW will be just in a battle with Audi for 2nd place this year.

The 2008 financial crisis had BMW bean counters halt development of the X7 and 9-Series. They are about four years too late to the party. And the electric i-series has also usurped financial and engineering capacity. A i5 sedan would have been a better choice than the i8.

This paragraph from the article sums up BMW's struggles perfectly:

"Sales of BMW’s flagship 7 series, in showrooms since October, reached 3,392 vehicles last month, less than half the 8,473 deliveries for the competing S class. The Mercedes sedan has been on the market in its current iteration for about three years, though the sales figures include the newer coupe and ultraluxury Maybach versions as well.

The slow ramp-up for BMW’s top-of-the-line vehicle, which featured a much-vaunted gesture control function, shows the Bavarian company’s struggle to come up with fresh ideas after years of leading the competition with rugged SUVs and expanding into new segments. Recent lineup additions include two vanlike models, the 2-series Active Tourer and Gran Tourer, that sit awkwardly with the brand’s sporty image."

It couldn't have been stated any better. BMW is straying away from its ethos of Ultimate Driving Machine and it was only a matter of time before it would start paying a heavy price. That time is now here and BMW simply doesn't have any new models that will generate enough sales to stop Mercedes-Benz's enormous momentum.

Even more troubling for BMW is that Audi managed to outsell it by 10,000 units globally despite not having the new Q7 on sale in all global markets and the new A4, with its technology-heavy interior, still yet to go on sale.

The S Class simply is hard to beat given the lack of compelling competition.