Audi Has Surpassed BMW In Sales In The First Two Months
|   Friday, March 14, 2014
Audi sold more cars than other premium brands in the first two months of the year, the company's official report shows, compared to the statements of rivals. As shown in Bloomberg and Automotive News, the difference between the best-selling premium brand in the world in the first two months of the year and the second best-selling premium brand globally in the same period is only 383 units.

These were enough to shoot Audi to first place in the premium segment sales rankings for January and February 2014.
In the same period of last year, BMW surpassed Audi in sales with only 429 units, but the Ingolstadt brand has managed to quickly pass over difference, and surpass, its rival from Munich.

Audi managed to sell 242,400 units in the first two months of this year, seeing an increase of 9.3 percent over the same period in 2013. Responsible for the growth are the A3 (43 percent sales in February) and Q7 (32 percent sales in February), say official figures. For comparison, BMW had a slightly lower sales growth of 8.9 percent. The deliveries of Daimler Mercedes have increased with 17 percent in February, especially due to the CLA coupe and flagship S-Class sedan.

Those from Audi are not particularly thrilled with this result, according to Rupert Stadler, Chief Executive Officer of the company. "Competition in the premium segment is more intense than ever. We're ahead of our two main rivals in the first two months, but this doesn't really interest me much. Our focus is on further growth."

Therefore, the Ingolstadt brand will launch 17 new or redesigned models in the course of the year, including the new generation of the TT. The launches are part of a five-year strategy, in which Audi has invested 22 billion euro (30.4 billion dollars) to become the world's number one premium manufacturer.

The biggest market for Audi is in China, where it expects deliveries of over 500,000 units during the current year, thanks to the launch of models like the A3 sedan and Q3 compact SUV.

The German manufacturer opens, on average, a new representative office per week in China, until it reaches 500 dealers in the land of the Great Wall. The competitors from BMW are not idle, and have forecasted two million units shipped for the BMW Group brands.

Ian Robertson, head of sales for BMW, said that 2014 will bring an increase in sales due to the newly launched models such as Series 4 Gran Coupe, Series 2 Active Tourer and models unveiled late last year. These will likely help BMW to keep the lead in luxury-auto sales worldwide for the 10th straight year in 2014. In 2014, IHS Automotive estimates that BMW will sell 1.77 million cars, Audi 1.66 million units, and Mercedes would sell 1.56 million units.

"Both BMW and Audi will face increasing competition from Mercedes this year. If the new generation C-Class is as successful as previous models, competition for BMW and Audi is set to intensify" stated Daniel Schwarz, Frankfurt-based analyst for Commerzbank AG.
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