It’s just been learned that BMW surpassed Mercedes-Benz in sales for 2019, marking the first sales victory for the Bavarian brand since 2016. Admittedly, there might be an asterisk on that sales victory, due to some potential sales inflation on BMW’s end. As it stands right now, though, the Bavarians are ahead of Mercedes-Benz for 2019. However, it was a bit of a struggle to get that victory, as Mercedes has had a bit of a stranglehold on the luxury sales figures over the past few years. So why has BMW been behind Mercedes so often recently?
This video from CNBC tries to shine a light on why the Bavarian brand has struggled a bit over the past couple of years. While BMW recently surpassed Mercedes-Benz globally, a lot of that has to do with US sales, while the folks n Stuttgart are more popular in their home continent. So there’s something more attractive about Mercedes-Benz models in both brands’ home market.
According to Arndt Ellinghorst, Senior Managing Director and Head of Global Automotive Research at Evercore ISI, “BMW really has become a bit stale” he said. “Boring, too much consensus-driven, doing more of the same and I think they need to go back and really innovate more aggressively.”
He goes on to say that BMW has had a bit of an “identity crisis” and that’s a large part of why the brand recently replaced its CEO. And he may have a point.
What’s really interesting about Ellinghorst claiming that BMW has failed to innovate is the fact that we recently just spoke about how the Bavarians have become complacent, among other brands. Chris Harris just pointed out the problem and we spoke about that, which was a rather polarizing topic. Should BMW only cater to what its customers ask for, as it currently does, or should it innovate and give them what they never realized they wanted?
So check this video out as a sort of counter-argument to BMW’s recent sales victory. Is 2019 a sign of things to come from the Bavarians or is it just a mirage?
The real question is how historically #1 Mercedes lost the sales crown in this century to much smaller BMW. World’s biggest truck manufacturer only increased car volume by going down market for 1st time with compact 4 cyl.vehicles, antithetical to what the brand stood for in the last century.
You’re right. BMW is much smaller company than Mercedes and Audi. And in these conditions it manages to remain one of the best luxury brands! I think this is the big achievement.
May all be about to change again as I believe BMW are the only manufacturer committing to multiple drivetrains on flexible platforms & assembly lines, other manufacturers moving to dedicated platforms & BEV.
If you really look at the sales the number of a Actual BMW units sold not talking Mini, RR and the number of Mercedes Unit sold Mercedes won
But add the others then BMW wins
All in flux now with the move to BEV, as green fans are prone to say, some brands may not survive.
Sales inflation on BMW’s end? I suggest you first go through the data of the registrations of both brands in Europe. With WLTP finalization in 2019 you will see something very different when it comes to registering cars in the own name.
Although in 2019 BMW has edged out Mercedes, in 2020 with the new designed
Models arriving BMW will more then likely loose it’s short lived title. They have had to destroyed there elite M Division buy putting an M badge on several models in each series (just to make sales projections) devaluing the true M Cars, with this identity crises and the weakening M Division and poor designs,After 25 years I left the brand for Porsche.
their. Since BMW have no direct Porsche competitor, which rebadged VW SUV are you driving? AMG badges also are sprinkled on non-AMG vehicles, German performance badges have become the vinyl roofs of ’70’s Detroit, anyone who can pay for it gets one. M5 still elite, decades on (though BMW expect X3 to become best-selling M).
I’ve owned 328i,330i,X3,M3,E60 M5,F10 M5,F90 M5. All bought new the wife and kid still drive.So I have seen we’re BMW was and were there going like BMW’s “Executive said in an interview They don’t care what consumers want they get what we give them.”
This was an interview regarding the redesign of the Trademark kidney grill that now looks like Beaver Teeth. Just to radical.That’s what hurting BMW Bad decisions. I traded in my F90 M5 for a Porsche 991.2 Turbo S.
Is anyone doing good grilles nowadays? Not Audi, Lexus, Genesis, Hyundai, Aston…
What’s surprising is how much of the market BMW have held on to in the decades since 3/5/6/7 debuted, EVERY luxury manufacturer chases them but global overall volume increases, I guess the rich keep getting richer (& more of them).
BMW once concentrated on providing fun. I mean that BMW started to inject fun into machines which were being considered as one of the best pleasure providers in the world, CARS! In other words, driving a car was a great amusement and BMW made it even more amusing.
Nowadays, cars are changed and the definition of car is also going to change. So BMW should look for new ways to make these products more amusing, in a world that driving a car is likely to be forgotten…
NEW KIND OF CARS NEED NEW KIND OF PLEASURE (NOT NECESSARILY DRIVING PLEASURE)
Plus
BMW, please change your design. You’ve forgotten proportions :(