There was a time when BMW was the unquestioned choice, for buyers who appreciated driving above all else, in its segment. It was the brand that was simply better to drive than Mercedes-Benz, Audi, Jaguar and Volvo. Especially the latter two. Now, though, BMW is facing some really tough competition, far tougher than ever before. So which brand is the one that BMW needs to look out for most?
Its traditional rivals, Mercedes-Benz and Audi, are really taking it to BMW. Mercedes more so than Audi, as it’s even beating BMW in the sales game. In terms of handling and performance, the gap between the brands is slimmer than ever. Audi is even starting to come out with some really impressive handling cars, whereas Audis used to be really fast and luxurious, but lacked in the handling department. But it isn’t just BMW traditional rivals that threaten the Bavarians’ reputation.
In fact, one could argue that it’s BMW’s non-traditional competitors that are really becoming dangerous. A few years back, Jaguar debuted the XF which really shook up the 5 Series’ segment. Now, it’s often considered to be a better driver’s car than the 5 Series, which is impressive considering it wasn’t too long ago when the Jaguar X-Type was the laughing stock of the industry. Since the XF, Jaguar has launched the impressive XE, the surprisingly good F-Pace, the brand-new E-Pace and the stunningly beautiful F-Type. Jaguar may have a small lineup and may lack BMW’s tech but it’s a force to be reckoned with.
Cadillac even stepped into the ring with the Europeans and delivered a few good blows. The ATS-V and CTS-V are really impressive performance cars. The ATS-V seriously lacks engine refinement, performance and technology to the BMW M3/M4 but it’s arguably just as good to drive, with some claiming the Caddy to be better. Its bigger brother, the CTS-V, is an absolute monster and is one of the very best super sedans in the world. The American brand’s new CT6 may not be 7 Series or S-Class-good, but it’s a very luxurious and handsome car.
Even Alfa Romeo is back, taking on the Germans at their own game, rather than just making re-badged front-wheel drive Fiats. The new Giulia is a fantastic-driving sport sedan and the Quadrifoglio-variant is an absolute riot. Some say it’s the best handling performance sedan on the market and there’s good reason for that enthusiasm. It’s an absolute delight to drive, especially to drive quickly. The Italians aren’t just stopping at the low-volume fun stuff, either. The new Stelvio SUV could be a hit among buyers who want to get something different from the typical cars in the segment.
BMW clearly has more competition than ever before and the standard for good handling cars is getting higher and higher. So BMW is going to need to bring its absolute A-Game for the next several years. It’s also going to have to watch its back with so many tough brands on the market. But which one is the toughest, which is the brand that BMW has to look out for the most?
You shouldn’t forget Tesla. Model S sales cut into both 5-Series and 7-Series sales, and now the Model 3 is launching, and it is aimed squarely at the 3-Series segment. Things are really getting interesting now.
That’s true, I forgot about Tesla. When the Model 3 comes out, Tesla will be a real force.
It comes out in 10 days, Nico!
I’m excited to see it. Will certainly be interesting :)
He can, they are nowhere near Audi or Mercedes level right now.
Tesla isnt even close to be premium…they arent better at anything. Its just a hype, which is blending (stupid) people thinking they buy the ultimate car which isnt the truth.
Its always funny to see and overtake a Model S (80-100k) car on German Autobahn going 130km/h because it cant go faster for longer..200km/h cruise control and 8l/100km Diesel in an 10k 2009 E91 330d is better in many ways ;)
I agree Tesla’s aren’t near the level of premium that BMW, Mercedes, Audi, etc provide. But this article is about BMW’s competitors. Tesla has over 400,000 reservations for their newest vehicle, the Model 3 which is aimed directly at the 3-Series segment, which is BMW’s bread & butter.
All of these people gave Tesla $1,000 for a car they haven’t seen or touched yet, don’t know exactly how much it will really cost, what options it will have, or when they will actually get it. That’s NEVER happened in automotive history. If the legacy OEMs ignore this, they may very well find themselves being the next Kodak or Blackberry.
Mercedes is back on top of luxury cars sales in any numbers on any continent. They make exiting cars now and learned a lot from BMW in last decade after they get rid of pathetic Chrysler deal.
Considering potential Mercedes should be and will be top luxury brand for next years.
Fact is BMW and Mercedes getting well together as two of the leading car makers brands in Germany.
Secret is they both don’t like VW group that means in this case direct rival Audi. At least that’s what people whisper here in Europe.
Thi will change when everyone worldwide knows how they have cheated on emissions like VW did.
This will definitely respond to their sales and reputation because its a fact: Daimler is a cheating company in every area -> F1, DTM, GT3 and even in their AG cars..
daimler will be fine. what vw did was way worse.
Porsche is the new BMW.
When did BMW start selling VW SUVs?
I think its not BMW’s problem. Its the problem in almost all of segments. Everything becomes similair.
One thing that i am not able to understand is that all the challengers are improving on driving dynamics but BMW isn’t. Heck, its actually diluting it.
I wonder how can it be possible that studies on customer’s preferences suggest improvement on driving dynamics, in case of all the other vendors whereas BMW’s expected clientele is asking them to dilute it.
Lets hope that X3 would be a proper BMW style riot car to drive.
Driven the new 5er? No? So what are u commenting?
lol.
Here in Europe Tesla is non existent, heck they don’t even sell in most countries yet. BMW is bought by old people, or just persons that want a premium brand badge and buy the cheapest entry diesel lines (x20d)… quite sad but it’s the majority where I live. These people would be better off with a Merc / Audi to be honest. Almost no one buys the “fun” bimmers here… I haven’t seen an x35i x40i and my M2 is the only M car I’ve seen on the road…
You alsno don’t see many, AMG, S-RS Audi’s, tell me how many RS6 or RS7 or S8 u saw? Or S63 (cabrio/sedan/coupe), AMG GTS?? none! Ppl dont have that kind of money, so when u see audi u see A4/A5 2.0tdi or 3.0tdi tops, from merc most cars u can see these days are C-class c180/c220d, so its not BMW problem from M cars its global problem and company always getin prices up each year and with each model, in 2000’s M5 new was with everythin around 100.000euros today new one will be 170.000 so thats problem…..911 Turbo was 150 now is 265 for Turbo S (they just keep invetin new models for raisin pices)…… My neighbor bought 640Xd Gran Coupe it cost him 140.000E with full equipment!!! thats just robbery!! Stay safe! best luck
The only thing BMW should watch out for is the Mercedes AMG line which is an incredible balance of luxury and power . AMG basically gets rid of all the excess weight and throttle response lag on normal production Mercedes cars and adds a serious 6.3 .BMW’s M line on the other hand is incredibly capable of anything you throw at it just as well and a little better than an AMG with the handling .
Its a win for me with BMW , but I really think they need to surprise us with the performance not too much of the geeky tech
Mercedes, no doubt.
BMW and Audi are my favorite brands…….
Makes it hard to choose which to get since they are competitors