Do you think that BMW and Mercedes are manly brands? Automotive News [sub] has a different opinion. BMW and Mercedes look childish, the industry rag says. Reason for this decree: The inability of both German luxury brands to show their numbers on time. AN sees two possible explanations for the delay. One explanation “is that the two companies have woefully inadequate sales-tracking software.”
AN does not buy into that one. AN thinks the more likely explanation is a playground showdown, where two boys compare their didis:
“Show me yours!”
“No, you show me yours first!”
Each company wanted to see the other’s sales numbers first, so that it would know how high its figures would have to be to grab the U.S. luxury-market crown from the other.
By the time the numbers came out, I was wondering whether that would be the end of the gamesmanship. Might the No. 2 brand “discover” some extra numbers that put it ahead? As in “Oops, we forgot to count Connecticut.”
The puerile processing of sales data will cast a dark cloud over the title “biggest luxury carmaker in the U.S.” Which is a self-defeating title anyway. You become the king of the luxury hill by making the most luxurious cars, not by selling the highest quantity. This year, the counting brouhaha made the title utterly worthless.