BMW overtakes Benz

[Osnabrueck]

Well, it's finally come to pass. Let the fur fly:

Mercedes-Benz. German automotive industry publication Automobilwoche reported yesterday that BMW global sales have overtaken Mercedes-Benz sales this year, making BMW the largest global premium brand… ( - ONLY REGISTERED AND ACTIVATED USERS CAN SEE ALL LINKS - CLICK HERE TO REGISTER)
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Mercedes-Benz. German automotive industry publication Automobilwoche reported yesterday that BMW global sales have overtaken Mercedes-Benz sales this year, making BMW the largest global premium brand. And so the inevitable, titanic shift in the global luxury market has come to pass - after Mercedes-Benz managers squandered the legacy of one of the greatest premium brands in the world. Led by Juergen Schrempp, their serially incompetent egomaniacal ex-leader who single-handedly ran the company into the ground, Mercedes embarked on a disastrous down-market strategy to make the brand more "approachable," while blindly embracing electronic technology for technology's sake - which literally destroyed their heretofore bullet-proof reputation for quality and prestige overnight. Which in turn drove legions of formerly loyal Mercedes owners in North America away from the brand and into the waiting arms of BMW, Lexus and Cadillac. Mercedes-Benz will take years to recover their previous glory, if ever. And even then they may never see the luxury automotive world from the top position again. Dieter Zetsche is a good man, a smart executive, and he has the automotive media wrapped around his finger, but even he will not be able to get American consumers - who used to equate the Mercedes-Benz with the pinnacle of automotive engineering and prestige - to forget the transgressions of the brand over the last five years. It's ironic that the same disease that has crippled GM in the new automotive world order, the dreaded "too many models, too many divisions, be all things to all people" marketing folly - is the same exact strategy that has crippled Mercedes-Benz. In GM's case, some people never learn. But in M-B's case, the blind arrogance of its management will go down in automotive history as the ultimate example of managerial stupidity. No group did less with more than Juergen Schrempp and his posse of stumblebum cronies.

[Yannis]

Nice article but i don't see Mercedes stopping from expanding to new segments. We already have R and B class and new models like MLX (or X class) are on the way.

[Matt]

the author seems a tad cynical or biased or too opinionated or something. It was an excellent read though.

[Osnabrueck]

Cynical, yes. But one must wonder, should we attribute this news to BMW's success just as much as we do to Benz's failures?

[SDNR]

I think the journalist pretty much told it as it is. As a Merc fan, this is sad news but nothing I didn't already know and I have been expecting BMW to out-sell Mercedes for a while now.

Although I do have high hopes for the new S class, I don't really like the overall model line up much at all. When I look over at what BMW and Audi are offerring, I have to admit it is hard to justify the extra cost for a Mercedes-Benz.

They need to get rid of Smart urgently or else drop the A and B classes.

[Deutsch]

This is just another example of how things change and never stay the same in the automobile industry. In this industry change is gradual, so we dont' notice it or pay much attention to it, we often think that such things as this will never happen, because it takes time and a lot of will power on the behalf of the company and the consumer to buy, sell, etc. Kudos to BMW for taking a risk and having it pay off in a very big way. Benz fans shouldn't worry though, Mercedes Benz will rise to the occasion, Zetsche isn't one to be lax about buisness.

[warot]

I believe that Benz, BMW and Audi should stick to what they do and that is premium cars. We have no need for hatchbacks and R class type cars! There's just no need for any of those cars. Stick to what you do best... it's just not worth pouring $ into cars that should be put into their main cars such as the 5er, C class or A8.

[Matt]

Originally Posted by warot

I believe that Benz, BMW and Audi should stick to what they do and that is premium cars. We have no need for hatchbacks and R class type cars! There's just no need for any of those cars. Stick to what you do best... it's just not worth pouring $ into cars that should be put into their main cars such as the 5er, C class or A8.

agreed.

I think I said the same thing in another previous thread.

[Deutsch]

Originally Posted by warot

I believe that Benz, BMW and Audi should stick to what they do and that is premium cars. We have no need for hatchbacks and R class type cars! There's just no need for any of those cars. Stick to what you do best... it's just not worth pouring $ into cars that should be put into their main cars such as the 5er, C class or A8.

You're preach'n to the choir

[Merc1]

This has happened before in certain markets, but I'm not sure worldwide. It was bound to happen with Mercedes going through a troubled time. Mercedes-Benz will re-trench and bounce back I'm sure.

A lot of people see sales as the end-all of everything, but I personally would just like to see Mercedes make the best car, the highest quality car of the three German brands and the let the sales fall where they may.

Even now we're only talking about a few thousand units and the year isn't over yet.

As long as Mercedes is increasing in sales along with BMW and Audi, this isn't so much of a big deal imo.

M