Global sales : May 2009: BMW, Audi, Mercedes-Benz

Others | June 11th, 2009 by 17
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BMW sales in North America have seen an increase in May, 27% down when compared to the same period a year ago, but still climbing …

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BMW sales in North America have seen an increase in May, 27% down when compared to the same period a year ago, but still climbing from previous months. Despite the current economic situation, globally, BMW Group sold 109,042 vehicles in May.

This sales decrease of -18.3% was more moderate than in most of the previous months and gives BMW the possibility to position themselves better in the second half of this year.

Now many of you might wonder how were the BMW sales compared to the some of its main competitors, Audi and Mercedes-Benz.

We already learned that BMW has outsold Lexus taking the top seller position of luxury vehicles in the United States, but let’s take a look at some more numbers:

Company May Numbers Percentage Year-To-Date Percentage
BMW 90,643 -18.1% 408,370 -20.9%
MINI 18,348 -19.1% 79,260 -22.6%
Rolls-Royce 51 -53.6% 276 -27.6%
BMW Group 109,042 -18.3% 487,906 -21.1%
Mercedes-Benz 86,300 -12.1% 383,000 -22.3%
Smart 11,000 -14.9% 50,100 -9.9%
MB Cars 97,300 -12.4% 433,100 -21.1%
Audi AG 82,800 -6.1% 374,750 -12.1%

For those of you looking for more data mining, here are some excerpts from the official press releases:

In May sales of the BMW brand were down 18.1% on the previous year (110,707) at 90,643 units. For the year to the end of May, deliveries to customers decreased 20.9% to 408,370 vehicles (prev.yr.: 515,989). The new BMW Z4 is off to an excellent start – it has already been delivered to 2,365 customers since its launch on 9 May. The BMW 7 Series also remained on its growth track: 3,370 (prev.yr.: 3,321 / +1.5%) vehicles were sold worldwide in May. In its important domestic market, Germany, the brand’s flagship was the clear market leader in the luxury sedan segment with 801 new registrations in May. The BMW X6 also made further gains in the month under review, with 3,625 units (prev.yr.: 1,734 / +109.1%) delivered.

Sales of the MINI brand were 19.1% lower in May than for the same month last year (22,685) at 18,348 units; for the year to the end of May, 79,260 MINI (prev.yr.: 102,364 / -22.6%) vehicles were delivered to customers. In Germany, MINI increased its sales volume by 11.8% (3,569 / prev.yr.: 3,193) in the month under review. The brand made gains in countries such as China (350 / +48.9%), New Zealand (26 / +30,9%), Malaysia (20 / +33,3%) and Switzerland (447 / +0.2%). 25,000 MINI fans from around the world celebrated the brand’s 50th birthday at the MINI United Festival at the Silverstone racetrack in the U.K. from 22-24 May 2009. Two new jubilee models, which will join the model range in September, were also part of the Silverstone line-up. There is a choice of two petrol engines or a diesel engine for both the MINI 50 Mayfair and the MINI 50 Camden which will be launched in September 2009. Production of the MINI 50 Mayfair and the MINI 50 Camden will begin exactly 50 years after the classic Mini was officially released, and will be limited to one year.

In Germany, Mercedes-Benz sold 25,600 vehicles in May (May 2008: 23,100) and increased sales by 11 percent. In addition to the boost from the new E-Class, the A- and B-Class also contributed to the growth in sales. Around 5,300 customers bought an A-Class vehicle in Germany in May (May 2008: 3,400), representing an increase of 54 percent. Deliveries of B-Class vehicles rose by 27 percent to 3,900 units (May 2008: 3,000). Sales in the A- and B-Class segment totaled 18,900 units worldwide, remaining largely unchanged from the same month last year (May 2008: 19,000). The smart fortwo posted a sales increase of 26 percent in Germany with 3,200 units sold in May (May 2008: 2,600). Since the beginning of the year, customers have bought 50,100 units of the innovative two-seater worldwide (January-May 2008: 55,500, minus 10 percent). The smart fortwo is now in the third year of its lifecycle. Mercedes-Benz in May was able to gain market shares in key Western European markets, such as Spain, France and the UK.

“The new E-Class has met with an outstanding customer response,” says Dr. Klaus Maier, Executive Vice President Sales and Marketing Mercedes-Benz Cars. “We expect sales to receive a further boost in the coming months from the introduction of the new E-Class to other important markets such as China and the U.S., as well as from the launch of the new E-Class coupe and the face lifted S-Class.” As was the case in April, the first month after the vehicle’s launch, the new E-Class was once again the market leader in Germany in May. “The new S 400 HYBRID has also gotten off to a great start,” says Maier. “In fact, around 15 percent of S-Class customers have opted for the hybrid version even before it officially hits showrooms on June 26.” In May, the S-Class was once again the world’s best-selling luxury sedan.

In China, Mercedes-Benz posted another sales record in May. At 5,200 units (May 2008: 3,300), vehicle sales were up by 59 percent. As a result, Mercedes-Benz continues to grow fastest. In Brazil, sales of Mercedes-Benz have risen by 39 percent since the beginning of the year, to 1,900 units (January–May 2008: 1,300). Mercedes-Benz continues to surge ahead in Canada as well. In the first five months of the year, the brand posted record sales of 9,400 units (January-May 2008: 8,100), representing an increase of 17 percent.

Worldwide, AUDI AG sold about 82,800 premium vehicles in the past month, down just 6.1 percent on the previous year’s record result (2008: 88,168 vehicles). In the first five months of 2009, Audi sold about 374,750 vehicles, 12.1 percent less than in the previous year (January to May 2008: 426,194).

In Western Europe, the brand further reduced the gap to last year’s record result with about 52,650 vehicles sold in May (-10.9 percent; 2008: 59,093 vehicles). From January to May, Audi sold about 243,250 vehicles here (-14.6 percent; 2008: 284,656 vehicles). Despite generally shrinking markets, Audi sold more vehicles in May than in the previous year in several European countries, including Italy (+7.1 percent; 5,145 vehicles), Belgium (+7.3 percent; 2,899 vehicles), Austria (+17 percent; 1,606 vehicles) and Switzerland (+7.6 percent; 1,578 vehicles). In Europe (excluding Germany), the premium brand’s market share rose to 3.9 percent in May (overall market share in 2008: 3.7 percent).

Audi gained important market share in the United States as well. The brand strengthened its position in the premium market by two percentage points to attain an 8.8 percent share (within the so called Import High Group). Audi posted the smallest decline in the premium segment in May, down 12.1 percent to 7,503 vehicles (2008: 8,534 vehicles). Audi of America delivered 30,321 vehicles to customers in the United States during the first five months of the year (-17.7 percent; 2008: 36,820 vehicles).

In the Asia-Pacific region, Audi achieved strong growth, selling about 15,650 vehicles there in the past month, up 24.1 percent over May 2008 (2008: 12,607 vehicles). In year-on-year comparison, sales were up 5.4 percent in the period from January to May (about 68,500 vehicles; 2008: 64,998 vehicles). In China (including Hong Kong) the brand with the four rings posted record figures once again in May. Sales rose for the third consecutive month, up 27.8 percent in year-on-year comparison with 12,435 vehicles sold. From January to May, Audi sales were up 6.8 percent with 53,601 vehicles sold (2008: 50,180 vehicles). Thus, Audi confirmed its position as longstanding leader in the premium segment. Good sales performance in other markets in the region such as Australia (+14.4 per-cent; 943 vehicles) and South Korea (+34.8 percent; 601 vehicles) drove sales results upward as well.