Mercedes Outsold BMW in November, Looks to Keep Its Luxury Crown in 2014

mercedes-benz and BMW logos 1 photo
Photo: Image edited by autoevolution
The battle for the title of the best selling luxury brand in the US is really heating up, the difference between the two top sellers being of just 1,830 units at the end of November. Admittedly, BMW missed a step, recording a drop in demand for the first time in a long while.
At the moment, Mercedes-Benz is trailing BMW but if we’re to compare the results recorded last month, we’ll immediately notice that the Stuttgart-based company is doing better than the Bavarians.

Benefitting from the revamped S-Class model, Mercedes sold 34,578 units in November, posting a small 1 percent increase over the same period of 2013. During the same reference period, BMW sold 31,019 units, a 2.3 percent drop.

That means that the final battle will take place in December, when the two giants will be looking to sell as many cars as possible. Last year, Mercedes managed to snatch the crown off BMW’s ‘head’, winning this competition by just 3,248 units.

“It’s going to be very, very close. They’re going to pull out all the stops,” said IHS automotive loyalty consultant Tom Libby for Automotive News. “They’re going to be using incentives at an incredible rate right up through the end of the last day. They both want it. Frankly, it’s going to be a great time for consumers to buy or lease one of the brands."

The rest of the crowd

There are at least two other manufacturers that would like to get a chance at the crown in the US but for now they’re too slow. Audi and Lexus are closest, with the latter finishing the podium and the Germans close behind.

Percentage-wise, the Germans are recording their best ever rise in demand, with 22 percent more cars sold in the previous month while Lincoln is close behind with 21 percent. Lexus, however, is selling more cars, being third overall in this ... luxurious segment.

In absolute numbers, Lexus sold 27,472 units last month while Audi sold 16,640 units, as we said a 22 percent increase. This is the 47th consecutive month in which the Ingolstadt-based company post an increase in sales.
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