BMW AG nosed out rival Daimler AG's Mercedes-Benz unit in December U.S. sales to capture the title of top-selling U.S. luxury brand for 2011, according to estimates by market researcher Autodata Corp.
Autodata, which compiles sales totals reported by auto makers, estimated BMW sold 248,113 cars and sport-utility vehicles in 2011, 2,804 more than Mercedes. Both auto maker's saw their sales rise about 13% for the full year, Autodata estimated.
Neither BMW nor Mercedes publicly reported their sales for December during the day Wednesday, though virtually all other auto makers did so. Each was waiting for the other to report first, in hopes of snagging the crown as top luxury brand for the year, people familiar with the matter said.
According to Autodata's estimates, BMW sold 27,000 cars and SUVs in December, a rise of 16%. Mercedes sold 25,778, up 28%, Autodata said.
Both BMW and Mercedes increased discounts, interest rate deals and other incentives in December in hopes of beating the other for the sales title. Through November, BMW had sold 221,073 cars and SUVs, 1,582 more than Mercedes at the same point.
Toyota Motor Corp.'s Lexus division was the top-selling luxury car brand in 2010, as it had been since 2000. Lexus was slowed this year by vehicle shortages stemming from the March earthquake in Japan.
Earlier on Wednesday, Toyota said it sold 25,355 Lexus vehicles in December, a drop of 8% compared to a year ago.
BMW was not available for immediate comment and Mercedes declined to comment. BMW and Mercedes typically report their prior-month's sales totals around mid-day at the beginning of each new month.
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