Mercedes Benz continues to lose sales volume to arch rival BMW

Motor Torque with David Berthon

In the luxury car segment Mercedes-Benz has been the traditional top selling
marque however it lost this position for the first-time last year - BMW posting
annual sales of 26,184 to Mercedes-Benz’s 24,315. BMW has maintained its lead
this year with sales rising 8.5 percent in the first four months while Mercedes-
Benz has suffered a 29 percent decline. In the four months BMW made 7135 sales
to Mercedes Benz 5,540. Clearly, Mercedes-Benz move to an Agency model from
January 2022 where there is no discount available, with the company selling
directly to the customer at a fixed price has not been a success. The move has
also impacted dealer profitability and there is considerable unrest within the
Mercedes-Benz dealer group. In recent weeks some dealers now openly
advertising considerable end of financial year discounts on certain models to
stimulate business. I’m David Berthon

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