Mercedes-Benz concedes 2012 US sales race to BMW

Article by Anita Panait, on December 15, 2012

Mercedes-Benz predicts that it will lose its sales lead in the United States luxury market to fellow German carmaker BMW, as the latter is anticipated to become more aggressive in implementing its incentive strategy this December. Mercedes and BMW are in a close race to become the top-selling luxury carmaker in the US.

For the January-November period, Mercedes holds a slight lead of around 2,000 vehicles. However, Steve Cannon, head of Mercedes-Benz USA, said Thursday that the carmaker will likely lose the sales race in 2012 even if it logs record US sales of over 270,000 for the year. According to Cannon, there was no pressure from top executives in Germany to top the sales race in the US. He, however, noted that Mercedes' expanded and refreshed lineup allowed the carmaker to post its highest sales in the US ever.

Mercedes and BMW are expected to employ incentives and special financing offers to spike sales during the holiday season. However, BMW "pulls some very large numbers" in December, according to Mercedes spokeswoman Donna Boland. IHS Automotive analyst Rebecca Linland told Reuters that in December, BMW tends to "slather on incentives like butter on toast," adding that BMW also markets its deals more aggressively than Mercedes.

BMW was the no. 1 luxury brand in the US in 2011, unseating 11-year top-seller Lexus brand, which was obviously harmed by vehicle shortages due to the March 2011 earthquake in Japan. For the January to November period, Mercedes has sold around 246,000 vehicles, compared to BMW’s 244,000 units

If you liked the article, share on:


Login or Create new account to add a comment!


It wasn’t too long ago when Maserati took the wraps off what appears to be the most gorgeous concept coupe ever made. The Alfieri coupe premiered at the 2014 Geneva...
by - October 23, 2016
Many have been excited with the impending arrival of the next-generation Jeep Wrangler and the new 2019 Jeep Grand Wagoneer, which is slated to be the brand’s new range-topping model....
by - October 21, 2016
Chevrolet has taken the wraps off its new Chevrolet Colorado ZH2 at the fall meeting of the Association of the United States Army (AUSA). Tagged as the most extreme fuel-cell-powered...
by - October 21, 2016
Honda has unveiled the fifth generation of its hot-selling SUV – the 2017 Honda CR-V. The latest iteration of the CR-V should help it maintain its benchmark status in the...
by - October 21, 2016
Many are already expecting BMW to launch an ultra luxurious SUV that will serve at its new flagship by late 2018. Larger than the X5 and X6, the new X7...
by - October 21, 2016