Competition among the three luxury German carmakers, Audi, BMW and Mercedes is fiercer than ever. In the first two months of 2014, Audi has come out fractionally on top by selling just 383 more cars than BMW at 242,400 models worldwide.
The figure is up 9.3 per cent on the same period last year, with 242,017 sales from BMW giving them an increase of 8.9 per cent year on year. Mercedes lags behind with 229,630 models sold. For the past nine years BMW has been leader of the pack in worldwide luxury car sales but its seat on the throne now appears to be under threat.
With Audi failing to hold onto the top spot for an entire year, investments of around €22billion over the next five years will see the German marque become more competitive and sustain growth. The recently launched third-generation of the Audi TT along with upcoming models such as the Q1, new Q7 and A4 will spearhead Audi’s assault on the luxury car market.
However, Audi’s UK sales remain a strong point. In 2013 it secured the top spot among the three German carmakers with sales of 142,040 against BMW’s 135,583 and Mercedes’ 109,456. Expansion in to markets such as China will help further boost sales, with Audi predicting deliveries in China will exceed 500,000 for the first time this year.