This article is the start of a series of sales analysis of the “German Big Three” premium automakers Audi, BMW and Mercedes-Benz in Europe. I will start a bit general, before zooming in on some notable trends and differences in strategy and sales. I’d like to hear what you think about these articles, so feel free to comment at the bottom of the page.
The German luxury automakers have grown faster than the overall market in the past 17 years, as their combined market share has increased from just over 10 percent of the market in 1997 to 16 percent in 2013. In 1997, just 60.000 units separated first place from third place, a figure that had only slightly grown in 2013, to 70.000 units. However, the path in between wasn’t as straightforward as you would expect from these numbers. [Read more…]