The competition between BMW and Audi continues with the latest statement issued by the Ingolstad based carmaker in which they simply warn BMW and Mercedes that by 2010, they will be selling more cars in Europe.
Back in January, we learned that Audi has sold more A4 vehicles in Germany than BMW did with the 3 Series. According to Audi and the German department of vehicle registration, in 2008, there were 98,714 A4 models registered, ahead of BMW 3 Series. Around the same time, Audi announced they surpassed the annual one million sales mark for the first time, but still shy of the 1.4 million vehicles sold worldwide by BMW.
In Germany itself, BMW has sold 30,000 more cars than Audi in 2008, a fairly small margin if we compare it against the global sales, but in my opinion, still hard to overcome in less than a year. Audi’s Head of Marketing, Peter Schwarzenbauer, said the company is also looking to continue raising sales to 1.5 million cars by 2015. The first measure in achieving this goal is a 15-20% increase in advertising for the U.S market.
An interesting move by Audi, since most of the car manufacturers have reduced their budgets drastically and they will continue to do so until the economy will start to recover. Of course, this could simply be an overconfident statement by Audi since 2010 is not that far off. Audi’s sales for February were very low when compared to the same period of time last year, 24% down against the 37% reported by BMW.
But could this be enough? Will Audi be able to grow and grow some more this year, while BMW and Mercedes will struggle? Hard to tell, but we know that BMW is placing a lot of faith in the new 2009 BMW 7 Series along with the redesigned, reinvented BMW Z4 and they might represent the foundation of their future growth.