Mercedes Beats BWM in February

In the race for the United States between the two largest German luxury car manufacturers, Mercedes won in February. Audi’s sales crept closer to the leaders.

Mercedes sales reached 25,210, down 0.2% for the month. BMW posted sales of 22,498, down 10.7%. Audi’s sales rose 2.3% to 11,718.

Mercedes management commented:

Mercedes-Benz volume leaders in February included the C-Class, GLE, and GLC model lines. The C-Class took the lead at 6,102, followed by the new GLE sales of 3,948. The new GLC rounded out the top three with an increase of 84.1% to 3,278 units sold.

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A closer looks at the numbers shows weakness across the Mercedes vehicles. Without strong sales of the GLC/GLK and GLE/M-Class, the manufacturer’s results would have been dismal. GLC/GLK rose 84.1% to 3,278. GLE/M-Class sales rose 19.1% to 3,948. The GLC class has a low entry-level price of $38,950. The GLE’s is $51,500. Sales of the C Class, which is a foundation of Mercedes sales, were 6,102, down 13.1%. It is another low-priced Mercedes, with a base price of $38,950.

As for BMW sales, management commented:

Notable vehicle sales include the BMW X1 which increased 60.2 percent, the BMW X3 which increased by 19.5 percent, and the BMW 2 Series which increased by 107.5 percent.

Those observations may be true, but X1 sales were only 1,418, and 2 Series sales were only 1,085. Both are entry-level models. The Z1 sport utility vehicle (SUV) has a base price of $34,800. The 2 Series base price is $32,850. Sales of more popular BMWs fell. 3 Series sales dropped 23.5% to 4,595. 5 Series sales also fell 23.5%, to 2,758. Sales of the popular X5 SUV shrank 7.4% to 3,842.

Each company says total sales are less important than profits per vehicle, but bragging rights do mean something.