The all-new 2014 CLA-Class is having the impact that Mercedes-Benz was hoping it would on the global luxury car market. Mercedes-Benz outsold Audi in November to become the world’s second-largest luxury car brand. Mercedes has a goal to be the number one luxury brand in the world, and they’ve moved another notch closer by passing Audi. The next goal will be to pass BMW by 2015. How is Mercedes-Benz doing it?
Mercedes launched a new lineup of luxury compacts that is luring new customers to the brand. The all-new 2014 Mercedes CLA-Class four door coupe is having a major part in the success this year. It was launched first in Europe in April, and in the U.S. in September. The A-Class hatchback has also been selling well around the world. Mercedes has seen a A 54 % surge in demand for the new compact models.
Overall global sales saw Mercedes sell 133,440 cars and sport-utility vehicles in November, an 11 % jump from last year. That beat the 132,050 cars sold by Volkswagen AG’s luxury brand Audi. And Mercedes outsold both Audi and number one BMW in November making it the fifth month in a row beating the two luxury brands.
Mercedes continues the product offensive and has the other two brands wondering how to keep up. In the article from InAutoNews, Sascha Gommel, a Frankfurt-based analyst at Commerzbank AG said, “The current model cycle is very beneficial for Mercedes. Audi and BMW have to invest in new production capacities and the development of new models. Mercedes’s investment cycle has peaked and they are entering a phase of out performance.”
Mercedes has vowed to pass both Audi and number one BMW by the year 2020. They are well on their way now with the successful launch of the CLA-Class. Last month, Mercedes reported it sold 3,623 CLAs, and year-to-date U.S. sales for the model were above 10,000. The new stylish CLA will likely continue that trend in December to push Mercedes past BMW for the top luxury car brand in the U.S. Mercedes already holds a lead over BMW, by 7,610 vehicles after November.
The next goal for Mercedes will be to pass BMW for the top global spot. How will they do it by 2020? Next year Mercedes will launch the all-new GLA-Class premium compact SUV. The first models will reach European showrooms in March 2014 and in the U.S. by the end of the year.
Mercedes also plans to launch 13 more all-new vehicles over the next eight years. If they are as successful as the new 2014 Mercedes-Benz CLA-Class is, and the new 2015 GLA luxury compact SUV is expected to be, BMW should be worried. The new CLA shows why the brand will be number one.