BMW dominates luxury sales in the US in October 2014, overtakes Mercedes-Benz

Article by Andrew Christian, on November 6, 2014

The race to become as the No. 1 luxury carmaker in terms of sales in the United States has become tighter, with just 5,389 vehicles separating BMW and Mercedes-Benz with two months to go this year. BMW posted an 11-percent jump in deliveries in October to 30,602 vehicles, allowing the carmaker to log an 11-percent jump in sales in the first 10 months of 2014 to 267,193.

Boosting BMW’s sales last month was the 7 series, which posted a 170-percent surge to 1,680 sedans. BMW also saw its X5 crossover log a 57-percent jump in deliveries in October to 3,355 units. BMW of North America chief executive Ludwig Willisch said in a statement that momentum is still with the carmaker, as shown by “back-to-back monthly records” for BMW in October and September.

He remarked that new models, like the 2 and 4 series, are providing BMW a “great boost” heading into the final two months of the year. He also disclosed that they are selling around a thousand units in monthly sales of the BMW i3 after only four months on the market.

On the other hand, Mercedes logged a 5-percent decline in deliveries last month to 28,593 units, no thanks to a strong October in 2013 that was aided by the launch of Mercedes CLA. Still, October 2014 is Mercedes’ strongest month so far this year, aiding a 7-percent rise in deliveries in the first 10 months of the year to 261,804 vehicles.

Leading the charge for Mercedes-Benz was the S-Class, which grew 39 percent to 2,666 units. According to IHS Automotive analyst Tom Libby, since the gap between BMW and Mercedes was just 5,389 vehicles after 10 months, the two German carmakers will most likely use marketing tools extensively through the end of the year like offerings incentives.

He said the race to No. 1 should place a downward pressure on retail prices, which means the last two months of the year would be the ideal time for buyers to purchase either a BMW or Mercedes vehicle.

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