Mercedes Out Maneuvers BMW To Take US Luxury Sales Crown In 2017

Coming in December, a race to watch was who going to be #2 between BMW and Lexus. Beating Lexus by a mere 553 units is hardly a win. MB was already decided as #1 long ago, with a staggering 31,561 units lead.

I just hope the competition takes note. While Mercedes-Benz styling may not be everyone's cup of tea, the general public is ACTUALLY EXCITED about what Benz does next each generation because they are one of the few luxury manufacturers that is not afraid to take risk.

From Generation to Generation their lineup's interior and exterior manage to keep Mercedes Benz Core Values while at the same time pushing the brand into new horizon's from a design stand point which the industry, and consumers respect. The Numbers Speak for themselves.

Mercedes has been able to create an impression of dynamism among customers. Mercedes is "happening" and is an "event". Are their basic cars better than BMW, Audi, Lexus, or Cadillac? Not really, but the public perception is that Mercedes is way out in front. The only place where Mercedes is way out in front is the S Class, but that aura shines on the whole range.

They are much more aggressive stylistically than BMW and Audi can imagine being. BMW, by contrast, is about to commit its next suicide with a 3 Series that looks indistinguishable from the current 3 Series.

Go Mercedes.

Mercedes is the only company playing to its strengths. It is a luxury car company first, and a sports/sporty car company second.

BMW is a company known for sports/sporty cars that is trying to build luxury cars, while not exactly giving its cars the luxury design/touches.

Audi continues to be a company that builds very competent cars but, in some ways, continues to seem confused on whether it wants to be a luxury car company or a sports/sporty car company.

Lexus was a conservative luxury car company that is trying to build sports/sporty cars with dynamic styling. And with most of its products, the approach is not working. The LC and LS may change that, but even the LC doesn't seem to be selling at the rate Lexus expected. If I am correct, Lexus forecasted sales of 400 units per month for the LC and only had 1 or 2 months since May at that level. It's selling at about the same rate as the much older Mercedes SL.

Good, LC deals will be coming in a hurry just like the $229 NXs.

BMW has been losing marketshare to Audi as well in the U.S. which could partly explain why it has fallen so far behind Mercedes-Benz over the last two years. BMW's problem has been a lack of differentiation from one generation to the next and moving away from its sport first, luxury second mentality. BMW's strategy of making its new models look just like the old ones and creating luxurious sedans when the company's reputation is built on sporty driving dynamics has cost it dearly.

Note MB and BMW both seeing declines in the entry level models (sedan and SUV/Crossover). Shows these companies cannot compete at these prices, better near premium options from main stream brands, and/or better value for preowned.

For BMW, it was a stale year for a lot of models coming to an end. With the new 3 series body style, X5, X2,mre inventory of 5 series and X3's finally, it should be a decent year.
I don't decide what I buy anyways on how many cars a company sold or not. It just is matter of what I like. Would never buy a MB, unless it was an AMG GT or G Class. Everything is blah to me.