Premium sales 2017: BMW Group and Mercedes as No. 1

As in the previous year, there are also in 2017, two winners in the battle for the automobile Premium crown. While Mercedes-Benz referred to as “number 1 in the premium segment”, the BMW Group as the “world’s leading Premium automotive manufacturer”, and brings, in addition to BMW, the sales of MINI and Rolls-Royce into the game. No role in the competition of the two companies currently plays Audi, the Ingolstadt-based company, regardless of the approach clear in third place and can watch the fight for the top only from the distance.

As our graphic shows, both Mercedes as well as BMW Group with their respective claims correctly. For both approaches there are good reasons, after all, the BMW-developed vehicles of the MINI brand are undisputed-the Premium Segment is attributable to, but there are also clearly, they are not sold as a BMW, but as a separate brand. What point of view you are representing, and should not, therefore, depend strongly with personal preferences and sympathies, to be a clear “Right” or “Wrong”, at least from our point of view.

In any case, we can say that both the BMW Group as well as Mercedes-Benz can look back on a very successful year in 2017. Both were able to enlarge their lead on the pursuers, the Audi and is planned for 2018, exciting new products, with the battle for the Premium top again at the highest level can take place. The Figures for the past 12 months and the big advantage of Mercedes in the core brands it would be no Surprise if it would also be in the total year 2018, two, depending on the method of counting, different market leader.

The leaders of the three German Premium provider, expressed as follows at paragraph 2017:

Ian Robertson (until 31. December a member of the Board of management of BMW AG, responsible for sales and brand BMW): “We are excited about this new record sales figures, which show that the BMW Group, Royce is the world’s leading manufacturer of Premium car, with its three Premium automobile brands, BMW, MINI and Rolls-mobile. We have increased our sales again – and the switch in spite of the difficult conditions in several major markets, and Model for some of our most important vehicles. This underlines the high desirability of our brands and products, the 7 series ranges from the i3 up to the M5 and the BMW 1 series to the BMW. Our goal is to sell more than 100,000 electrified vehicles in a single calendar year, we have achieved clear and are pleased that the BMW 5-series has returned after its model change in the last few months of the year 2017 on its Position as a Segment leader.”

Dieter Zetsche (CEO of Daimler AG and head of Mercedes-Benz Cars): “Mercedes-Benz Cars has delivered in the past year, more than 2.4 million Mercedes-Benz and smart customers around the world. We have exceeded the seventh year in a row. With our core brand Mercedes-Benz, we were once again in 2017 the best-selling premium brand. We can be proud of – and we aim to build on. The success in our core business is the Basis to design the mobility of the future. In 2018 we continue this way with the CASE.”

Bram Schot (Board member for sales and Marketing of AUDI AG): “in 2017, we have, in spite of a challenging starting position in all core markets, a positive completed and a new record for our worldwide deliveries. Every single market has contributed to this result and shows how attractive our product range for our customers.”

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