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BMW Still Wants To Lead Premium Segment Sales In 2016, Mercedes Is Catching Up

Mercedes-Benz, Daimler AG’s premium division, has surpassed BMW in deliveries in the first half of this year.
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The significant result could lead to the end of a decade-long dominance of the premium sales chart on a global level, but BMW does not want to give up the crown that quickly.

The big problem with BMW reestablishing dominance on the premium market is with the range of Munich’s blue and white roundel, which has not received too many novelties this year.

Meanwhile, Mercedes-Benz has launched the all-new E-Class, a long-awaited release, while the W205 C-Class is doing well concerning sales. The three-pointed-star from Stuttgart also has a successful line of SUVs and crossovers, which has been enhanced last year with new additions.

Even though BMW does not have any visible cards up its sleeves this year, the German automaker still has a shot of retaining its sales crown for 2016. According to Automotive News, analysts expect BMW to struggle to keep its title as number-one selling premium automaker in the world.

Cars like the X1 are supposed to bring the sales volumes required to keep BMW in the leading position of the global sales chart in the premium category. This year has not brought the launch of models that will achieve significant volumes for BMW, but rather enhanced some products in the automaker’s portfolio.

However, if BMW does not manage to retain this position, the Munich-based manufacturer will prevail in 2017. After all, BMW is set to launch the all-new 5 Series in 2017, as well as other models that will refresh its range.

BMW has nothing to worry about if it loses the global premium sales crown this year, as the German company has explained it focuses on profitability and investments.

Thanks to a strong link between the two, BMW plans to fund the development of new technologies, including self-driving capabilities for future models, which will then bring increased sales volumes.
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About the author: Sebastian Toma
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Sebastian's love for cars began at a young age. Little did he know that a career would emerge from this passion (and that it would not, sadly, involve being a professional racecar driver). In over fourteen years, he got behind the wheel of several hundred vehicles and in the offices of the most important car publications in his homeland.
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