BMW Sales Hold Mercedes at Bay While Audi Is Rediscovering Itself in the US

BMW F22 2 Series 1 photo
Photo: BMW
The sales fight in the US is heating up more than ever these days. Most of this is because of Mercedes-Benz that has found a new niche and wants to exploit it to the max, boosting its sales in the meantime.
We’re talking about the CLA-Class model, the cheapest one you can get with a three-pointed star on the bonnet in the US. With its help, the Stuttgart-based company managed to outsell BMW in 2013 and post strong gains in 2014 as well.

Not to be overshadowed, the Bavarians came back with a counter offer in the shape of the 2 Series Coupe that started deliveries in Spring and is currently selling like hot bread.

Looking over the numbers for the first six months of the year, BMW’s lead is thin over Mercedes but it still counts. Just 5,738 units stand between the two giants, with BMW selling 157,382 units and Mercedes accounting for 151,624. Of course, the numbers don’t include cargo vans, Smart or MINI vehicles.

On the other hand, Lexus is also growing, slowly but steadily. In June, the Toyota sub-brand, managed to post a sales increase of 10 percent, reaching a total of 23,518 units. That’s just over 6,000 less than BMW’s 30,201 and 3,000 less than Mercedes’ 26,506.

The year-to-date measurements show that Lexus sold 138,689 so far this year, closing in on its German rivals. Well, not all Germans however.

Audi is still struggling to start making a difference in the US. With total deliveries of 16,867 units, the Ingolstadt-based company is still far behind its competition. Even so, things seem to be picking up, the growth recorded in June being one of the biggest since the company has been operating in the US, 23 percent.

They are also seeing absolutely great results coming in from offering smaller, cheaper cars than before, with the introduction of the A3 Sedan that accounted for 2,452 units of the grand total. This was the 42nd time Audi posted a monthly sales record.
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