BMW and Mercedes had record sales in the US for the first quarter. It is a good sign that higher end households have healthy amounts of disposal income. It is bad news for other luxury car companies, particularly Ford’s (NYSE: F) faltering Lincoln division and the troubled Infiniti division of Nissan. BMW sales in March were 23,940. Mercedes has sales of 23,134. Each company has introduced several new models recently. That, by itself, may not be the explanation for the improvement in numbers. Americans prefer Germany luxury cars. Perhaps they are just better made.
Despite their relative success, the BMW and Mercedes sales also threaten GM’s Cadillac division and the Lexus division of Toyota. The luxury market is not a zero sum game, but it is not growing enough for their to be a half dozen winners in terms of sales gains