BMW outguns Mercedes-Benz both in sales and incentives in the US in 2014

Article by Christian A., on January 16, 2015

BMW outsold Mercedes-Benz in the United States in 2014. But behind that, BMW also outspent Mercedes in the US in terms of incentives. In fact, while both German luxury carmakers increase their incentive spending, BMW was shelling out over $670 per vehicle more than Mercedes. Both carmakers also managed to break their previous sales records in the US.

BMW's average incentive spending per sale jumped 32 percent or $1,198 last year to $4,910, according to Autodata. On the other hand, average incentive spending per sale at Mercedes, excluding Sprinter, climbed 11 percent or $433 to $4,237. The incentive gap between BMW and Mercedes also widened from 2013, when the former was spending an average of $3,712 and the latter an average of $3,804.

The reversal in the average incentive spending also translated to a reversal in the No. 1 and No. 2 posts. Jesse Toprak, chief analyst for Cars.com, remarked that BMW’s extra boost of incentive spending in December allowed it to sell enough volume to surpass Mercedes for the full year.

Aside from higher incentives, BMW also took advantage of the strong demand for luxury crossovers. In fact, BMW sold 18-percent more X5s in 2014 to 47,031 units. Sales of the 3- and 4-series, meanwhile, grew 19 percent to 142,232 cars in 2014.

A BMW dealer in Michigan told Automotive News that the carmaker’s momentum benefited from a versatile product lineup.

On other matters, Lexus is steadily eating away the gap the BMW and Mercedes has built in recent years, without spending as much as its German rivals. Data showed that Lexus spent $3,064 per vehicle on incentives in 2014, but managed to sell over 300,000 vehicles in the US.

If you liked the article, share on:

Comments

Recommended

McLaren has already shown some interest in electrifying their models. And initially, we thought that they will just use hybrid systems to use across their current lineup. Nevertheless, we have...
by - August 19, 2017
Fifty years after its glorious victory at the 24 Hours of Le Mans, Ford launches the 2018 Ford GT ’67 Heritage Edition at the 2017 Monterey Car Week. The red...
by - August 18, 2017
Hyundai has recently unveiled an unnamed pre-production model of its new fuel cell SUV. We don’t know what to call this model just yet, but sources say that this model...
by - August 18, 2017
This weekend at the 2017 Pebble Beach Concours d’Elegance, the BMW Z4 Concept will make its first public appearance. The good news is that we will finally have a real...
by - August 18, 2017
While Honda’s new 2018 HR-V will be rolling out at the dealerships with just a few updates, the company is certainly not giving up its spot as the best-selling vehicle...
by - August 18, 2017
Facebook

Youtube Channel

Tip Us
Do you have a tip for us?
Did you film an important event?
Contact us
Newsletter
Subscribe to our newsletter!
Subscribe
Galleries