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Audi pushing BMW for luxury car sales supremacy

By Tim Beissmann
FIND DEALS

Audi is on the brink of overtaking German rival BMW to become the most popular luxury car brand in the world.

The Ingolstadt-based manufacturer trails its Bavarian adversary by just 2110 vehicle sales after the first eight months of 2012, putting Audi in prime position to knock BMW off the top of the luxury car sales charts for the first time in eight years.

Bloomberg reports sales of Volkswagen Group’s German luxury division have increased 13 per cent year-to-date to 961,000 – a growth rate almost double that of BMW, which is up 7.8 per cent this year to 963,110.

Audi outsold BMW by 5370 units in August (108,100 vs 102,730) – the manufacturer’s third mini victory following earlier sales supremacy in the months of April and July.

Surging sales in the world’s two largest automotive markets – China (+33 per cent) and the US (+18 per cent) – have played a significant role in Audi’s competitiveness in 2012.

Audi is enjoying the fruits of 20 billion euros ($24.6 billion) in research and development investment over the past 10 years. It now offers one of the most diverse product portfolios in the industry, ranging from the city-sized Audi A1 and the compact Audi Q3 crossover all the way to the super-luxo Audi A8 limousine and the high-performance Audi R8 supercar.

Despite the company’s global success, Audi ranks third among Australia’s luxury car brands, and is the only one of the top three to go backwards in 2012.

BMW leads the way after August with 11,997 sales, followed by Mercedes-Benz on 11,384 and then Audi on 9495. (The Mercedes figure represents passenger cars only, and excludes commercial vehicles. With commercial vehicles added, Mercedes-Benz Australia’s year to date sales total 14,264.)

Local Audi sales will enjoy a boost from early 2013 when the all-new Audi A3 small hatch reaches Australian showrooms.


 

  • Basil Exposition

    I must say that when I look at the new 3 it looks nice enough… It just does not scream prestige at me. I’m not surprised the C Class is selling so well. In the case of Audi, the sheer range of cars is driving volume even though the A4 in my view is a dissapointment.

    • Rboodhun

      You are right. The 3 series and Audi A4 does not look premium, whereby the Merc is a head turner. These German cars are nice to drive but their options are very expensive. But above all BMW drives the best!!!!!!!

    • Luke Brinsmead

      Really, I look at the interior of a C Class and think, what is all the fuss about? The interior design of a 3 Series and A4 is better (appearance and ergonomic wise) in my opinion.

      • Martin

        I agree. The Merc’s quality is fantastic (like the other two), but the interior design is boring and flat. The BMW and Audi have far better interior designs. The C class in general to me seems like it’s aimed at more mature market than the Audi and the BMW, which look more modern and up to the minute (inside and out).

        • Zaccy16

          I reckon the perfect mid size luxury car would be a combined verson of the three, Mercs looks and ride, Audis interior and the BMW’s twin turbo straight 6 and handling

    • Guest

      C class is selling well only here, globally this doesn’t really punch a blow.

    • Ingo

      Merc is for old man…

    • Asdff

      I wholeheartedly agree. Mercedes has really stepped up their game in terms of bringing back the quality feel. The new 3 series seems compromised in some way (although the 335 engine is great) and just not quite right. Its design is also confused. The A4 is very cramped inside, despite its outward appearance.

      • Zaccy16

        The BMW is not as good as the Merc but comes close, had a look at one at the dealer the other day and it looks good in the flesh and the interior looks alright too

  • Wile E Coyote

    Informed consumers do not put much weight on the company that sells the most. 
    I also wonder what attributes the biggest markets of China and the US find so attractive in Audi.
    Can’t be the harsh ride (by US standards) but I have a feeling it could be the bland styling- and would explain why Audi styling changes have been minimal .

    • Mick Dunn

      They just love the legroom in the back of the A4L, A6L and A8L! 

      • Andrew

        Makes you wonder why they don’t try the long wheel base versions here too…..

    • rdrnnr

      Probably the same attributes as those that attract the people here who end up buying Audis over the other brands.

  • JamesB

    Please please please test drive the cars before buying them. I know Audi looks can compell, but BMW’s driving involvement is just something else.

    • Zaccy16

      Audis are good to drive but BMWs are fantastic to drive!

    • Dominique Vøn Hütch

      Yes Porsche is the only other (major) brand to have the same “feeling” that a Bimmer has.  But I’m worried about the future of Bimmers, they’re changing – and it isn’t their fault it is consumers’ fault unfortunately (and European regulatory authorities).  The NA straight 6 has gone, and the manual gearbox will probably be next.  The trend is diesel and cogswappers.  

  • Realist

    Not as much as they would like to with the New A-Class to compete with!

  • ABCDEFG

    Merc C-Class and BM3 are made in S.Africa. The Lexus IS is make in Japan. Not sure about the Audi A4.

    • NZ guest

      A4 is made in Germany.

      • Noddy of Toyland

        So are Billy Boy condoms know what I’m sayin eh eh eh

    • Legnab

      All three are the sales leaders in OZ , nothing else gets close , and its a toss up on whos best they all look very classy .

      • Phil

        Agreed, the C-Class, 3 Series, IS and A4 all look very classy. You can’t go wrong picking any of them.

        • Asdff

          The IS is not in the same category. Too compromised; stupid digital clock with awesome stereo; many options with stupid LED lights, reductive styling and slow engine (250).

    • Reality

      C-Class is made in Germany you wally! Australian spec Mercs all clone from either Germany for the passenger car range, USA for the SUV range and Spain for the vans. They haven’t sourced a C-Class from South Africa in over 5 years.

    • Asdff

       The C Class is actually made in Germany. Only the 3 series is made in South Africa.

  • G1010

    BMW coupes and higher end models are made in Germany and Lexus RX is made in America but as long as there built right how care because the parts are made all over the world anyway.
    I own a BMW E92 335i M-SPORT coupe for the last 4yrs tuned to 450bhp and it is the best car i have owned after many Lexus cars the BMW is a rewarding drive, but i think they are going a soft like Lexus, but yes Class and Audi are great cars as well, just boils down to personal taste. 

  • Brand snob

    I find it hard to see Audi as top shelf luxury like BMW or Merc, theres too much of the cheaper vws in them to be exclusive. They are a 2nd tier premium brand like the toyota lexus