31 October 2011

BMW vs Merc vs Audi: Germany


The sales war between the three German premium brands is intense. How that battle has played out is interesting, no more so than in the domestic market. NSU and Auto Union were separate brands but combined to become Audi in 1969. I treat them as one company - Audi - throughout. The chart shows the year, then rank in the German market, sales figure and market share:

Yr
Mercedes


BMW


Audi
1963 5 80500 6.3%
8 31400 2.5%
4 92900 7.3%
1965 4 91500 6.0%
8 34700 2.3%
5 84800 5.6%
1970 6 145500 6.9%
8 86700 4.1%
4 158500 7.5%
1975 4 175500 9.3%
5 128600 6.1%
7 107600 5.1%
1980 4 249900 10.3%
6 138900 5.7%
5 209700 8.6%
1985 3 273500 11.5%
5 144400 6.1%
6 130200 5.5%
1990 4 261400 8.6%
5 191000 6.3%
6 167500 5.5%
1995 4 250300 7.6%
5 214900 6.5%
6 206400 6.2%
2000 3 409200 12.1%
5 237800 7.0%
6 234400 6.9%
2005 3 343900 10.3%
4 263900 7.9%
5 248800 7.4%
2010 2 281200 9.6%
3 235300 8.1%
5 226900 7.8%

MB has been the leader here since the mid 60's, and BMW has been the smoothest in its progression forward - its sales gaining in every period listed. So far in 2011, all have lost market share and BMW has fallen to 4th behind Opel.

In comparison to other premium brands, in 2010 Volvo sold 25,800 (0.9%), Jaguar only 3,200 (0.1%) and Lexus merely 2,050 (0.1%). Strong bias shown here.

In summary: Germany's three premium brands have proved most successful indeed.

Quelle: Kraftfahrt–Bundesamt

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