The all-out war between the German luxury automakers sees another battle in the first two months of 2014, which has been own by Audi this time.
Audi AG managed to deliver more cars than Bayerische Motoren Werke AG (BMW)’s namesake car brand, winning the tally over January and February by a mere 383 cars – Volkswagen’s subsidiary sold 242,400 units.
With Mercedes-Benz gaining momentum in the last year or so, but still a distant third to both BMW and Audi, with the first of them keeping its title of global best selling brand in the premium segment in 2013 with only 429 cars to spare.
“Both BMW and Audi will face increasing competition from Mercedes this year,” said Daniel Schwarz, a Frankfurt-based analyst at Commerzbank AG.
“Competition in the premium segment is more intense than ever,” said Audi Chief Executive Officer Rupert Stadler. “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 plans to invest around 22 billion euros ($30.5 billion) over the next five years and intends to rollout in 2014 no less than 17 new or refreshed cars.