BMW strikes body blow to Benz
BY MIKE COSTELLO | 5th Jul 2012
The addition of two new entry-level engines to the 3 Series sedan range at the end of May appears to have given BMW Australia the kick it needed, with 565 June sales giving it victory over the reigning C-Class (482) for the first time since October 2010.
Victory in the medium luxury car segment is significant in the age-old rivalry between the two German powerhouses, with the 3 Series and C-Class being the top-selling models for their companies.
The result came as BMW extended its market lead over Mercedes for the first half, with a total of 8846 passenger and SUV sales at the mid-point of the year, ahead of Benz on 8396.
The third major player in the luxury car race – fellow German company Audi – finished the first half with 6947 total sales, down 12.9 per cent over last year. However, the addition of a facelifted A4 range and a wider A1 line-up last month should see it make up ground.
These figures are passenger vehicle sales only and exclude the 2089 commercial vehicles Mercedes sold in the first six months of 2012, mainly its popular Vito and Sprinter van range. Neither BMW or Audi sell commercial vehicles.
BMW Group Australia managing director Phil Horton said the Bavarian company was “on the move” in the local market, with more established models performing strongly alongside the relatively new 3 Series sedan.
“Despite highly competitive market conditions, demand for BMW in Australia is stronger than ever,” he said.
“The new BMW 3 Series, now offered with a full engine line-up, has received international critical acclaim and is the top-selling car in its class this month.
“In spite of new competitor entrants, the BMW X5 remains the performance benchmark and the most sought-after vehicle in its class.”BMW Australia recorded 398 X5 sales last month to take out the large luxury SUV segment ahead of the Mercedes M-Class (340), a new generation of which was launched in early May.
BMW also took line honours over Benz at the smaller end of the market, with its 1 Series hatch recording 204 sales – up 110 per cent on the same month last year – placing it ahead of the new Benz B-Class (launched in April) with 132 sales.
However, Audi remains the dominant player in the premium small-car segment, thanks to its two-pronged attack of the A1 and larger A3, sales of which were a combined 238 units in June.
The Ingolstadt company comprehensively expanded the A1 range late last month with the addition of a new five-door Sportback bodystyle and a sharply priced entry-level 1.2-litre version.
BMW also defeated all-comers in the large luxury car segment in June with the 5 Series (118 units) beating the new Lexus GS (82), Mercedes-Benz E-Class (65), Jaguar XF (64) and Audi A6 (37).
Mercedes-Benz returned fire against BMW in the sportscar market, with the C-Class coupe (167 sales) defeating the 1 Series coupe/cabriolet (140) in the sub-$80,000 category, and the E-Class coupe/cabriolet (159) crushing the ageing 3 Series coupe/cabriolet range (89) in the over-$80k segment.
BMW will have to soldier on with the current 3 Series two-door line-up – based on the previous-generation model – until the new generation appears later next year badged as the 4 Series.
The new volume-selling 3 Series sedan variants added in May were the diesel-powered 318d ($56,400 plus on-road costs) and the 320i petrol ($57,600), which employs the company’s acclaimed TwinPower engine also used in models such as the 5 Series and Z4.
