Mercedes-Benz trims Audi’s sales lead by a third in Jan-Feb 2014

Article by Anita Panait, on March 11, 2014

Mercedes-Benz managed to trim the luxury-car sales lead of Audi by nearly a third in the first two months of 2014, thanks to increasing demand in China. Until end of February, Mercedes is now only 26,647 sales behind Audi, compared with 36,804 sales during the same period in 2013. Mercedes logged a 17-percent gain in February, boosted by a 74-percent leap in China.

Audi, meanwhile, posted only a 7-percent rise in the month."We are keeping up the high momentum of the previous months," Mercedes sales chief Ola Kaellenius said in a statement. "We have the right products at the right time." Audi saw its deliveries in China, including Hong Kong, in the first two month of 2014 rise 13 percent, with February sales jumping 7 percent.

Deliveries in Europe for the period surged 7 percent, including increases of 14 percent in Germany and 9 percent in the United Kingdom, Audi said in a statement.

"In Europe, several markets are gaining stability at what remains a low level," Audi's sales chief Luca de Meo said in the statement. "In this region, we are already scoring with the new A3 sedan, which will also be launched in China and the United States -- its two most important sales markets -- in the upcoming weeks."

Mercedes’ rise has been attributed to demand for the CLA, A class and B class, as well as an overhaul of the flagship S-class sedan. Mercedes is planning launch a new version of the C class this year and the all-new GLA compact sports utility vehicle. Daimler chief executive Dieter Zetsche wants for Mercedes to exceed Audi and BMW to become the biggest luxury car maker in the world by 2020. His strategy involves rolling out 30 new vehicles by the end of the decade, a dozen of which will have no predecessor.

Employing the trio of engineering priorities including Intelligent Drive, Efficient Technology, and Essence of Luxury, the all-new Mercedes-Benz S-Class goes beyond the limits of innovation on countless levels. In addition to being a technology leader for Mercedes-Benz, the S-Class is leading the development of all automobiles as a whole.

As with all the generations that came before, the consumers anticipate that the all-new S-Class will set all-encompassing benchmarks to maintain its acclaim as "the best automobile in the world". Dr Dieter Zetsche, Chairman of Daimler AG and Head of Mercedes-Benz Cars, states that the company’s motivation was an all-or-nothing approach for every facet, instead of focusing on just safety, aesthetics, power, effectiveness, comfort, or energy. And the S-Class is the true epitome of this promise from Mercedes-Benz.

Flawlessness in every final detail creates the Essence of Luxury. This quest to be outstanding is especially perceptible in the cabin: from the seats to the air conditioning, from the controls to the styling, from the infotainment displays to the rear seat comfort and safety: brand-new ideas, their meticulous attainment, and most superior perceived quality underscore the highest standards the engineering team set for this Mercedes-Benz flagship vehicle as well as for themselves.

The same motivations pertain to safety. What began with PRE-SAFE a decade ago and kept on with DISTRONIC PLUS now has become a new aspect of motoring: safety and ease merged as one. Mercedes-Benz calls this Intelligent Drive. A whole range of all-new systems means that the all-new S-Class is even safer and more comfortable.

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