Bloomberg relentlessly covers a fight very few care about: Who sells the most “luxury cars?” Never mind that the only way to win this is to sell more, what do they call them, “approachable” cars. Which Bloomberg’s latest dispatch from the upper class struggle aptly proves.
“Daimler AG’s Mercedes-Benz brand beat sales growth at larger German luxury-carmaking competitors Bayerische Motoren Werke AG and Audi AG last month as new versions of its A- and B-Class compacts attracted buyers,” Bloomberg says.
Global deliveries by Mercedes were up 12 percent YoY to 116,566 in April, says Bloomies. Bimmer sales rose 7.5 percent to 130,598 units, Audi increased its sales 6.6 percent to 133,500. In case you are wondering how come Daimler can be king of the luxury hill if it sells fewer units than BMW and Audi: Bloomberg says their “sales growth” was better, not the overall volume. I see. Anything to talk up a race nobody is watching.
This opens great opportunities in the luxury market. A niche player, say Koenigsegg, Mitsuoka, or, God forbid, Spyker, sells two a month instead one, or none, thereby increasing their sales volume by 100 percent or more. Worth a try.