Audi’s Global Sales Closing the Gap on BMW’s Lead
2014 is almost already one quarter of the way in the books, and if things continue at the rate they’ve gone through the year’s first two months, 2014 will see a new champion in the luxury vehicle segment. Through February, Audi has sold 242,400 vehicles, which is particularly notable in that it is 383 units more than defending luxury champion BMW. At the same point last year, Audi’s global sales trailed that of BMW by 429 units; BMW was ultimately 2013’s best-selling luxury brand, marking the automaker’s ninth straight year of being cream of the crop among the cream of the crop.
Audi sits ahead of BMW and Mercedes-Benz for the time being, but Audi CEO, Rupert Stadler, is not ready to start popping champagne bottles according to Bloomberg, saying, “We’re ahead of our two main rivals in the first two months, but this doesn’t really interest me much. Our focus is on further growth.”
Audi’s global sales will live and die with the success of their nearly-entirely revamped 2014 lineup. The brand will roll out 17 new or redesigned models this year (including the new A3 and TT) as a part of its $30.5 billion commitment to sustaining sales growth. Audi’s February sales were the brand’s 38th consecutive month of record sales, with 117,500 models delivered for a 6.8 percent year-over-year increase.
While it’s far too early to call the race and Audi’s global sales lead is too insubstantial to call victory a sure thing, the brand is giving itself the best opportunity it can to throw a wrench in BMW’s plan for a decade of dominance.
Who do you think will top the luxury sales race in 2014 when all is said and done?