BMW Holds Off Audi, Remains Top Premium Brand In Q1
Forgive Audi a little hubris. As Bertel Schmitt has explained, mere decades ago “the brand was thought ideal for high school teachers or tax collectors, who kept their hats on while driving.” To now be figuring in the nightmares of Daimler bosses clearly juices up the marketing staff no end. And though Audi may have won that MT comparo referenced in the ad above, BMW has held off the upstarts for at least one more quarter in the “friendly competition” over global sales numbers.
The boys from Bavaria enjoyed a 13.8 increase in sales, moving 265,809 units over the first three months of this year. BMW Group sales, including MINI and Rolls-Royce sold 315,614, as the two British brands added 49,805 sales on the way to an identical 13.8 percent increase.
Audi kept it close though, selling just 1,709 units fewer according to Automotive News [sub], with 264,100. This despite a record March for the Volkswagen-owned brand, and 26.4 percent growth in the first quarter. Mercedes, meanwhile, is languishing at a mere 15 percent growth and 248,500 sales.