For the final 20 years, Audi has been top dog in the Chinese luxury auto market. Now, its reign may be threatened as BMW and Mercedes-Benz begin to increase traction in the emerging market.
Mercedes and BMW have more upside than Audi in rising markets, so it will be hard for Audi to achieve its target,London-based automotive psychoanalyst Arndt Ellinghorst told Automotive News.
As the world's single largest automotive market, Chinese customers are increasingly significant to BMW and Mercedes. As a result, both have crafted vehicles specially aimed at the Chinese market. Tomorrow at the Beijing auto demonstrate, BMW will unveil an extended 5 Series, while Mercedes is set to debut its latest longer E Class. The reasoning for extended wheelbases is that the wealthier Chinese population is usually chauffeured.
Former this month, Audi posted its first quarter sales figures. With a strong start to 2010, Audi was capable to secure the second place spot in global luxury sales, bumping Mercedes down to third. The Ingolstadt based automaker hasn't fared so healthy in China lately. Over that preceding 6 years, Audi's market share has slipped from 66 percent losing to 46 percent. BMW has climbed from 16 to 23 percent, though Mercedes more than doubled its share, from 7 to 16 percent.
Audi had 159,000 deliveries in 2009, but has a target to sell 200,000 this year. On track for that goal, it sold 51,449 in the first quarter this year. Previous year BMW sold 90,500 vehicles, but is on track to surpass that mark, with 34,179 sell through March. Mercedes sold 24,100 vehicles in the first quarter of 2010, and should meet its 100,000 sales target. BMW is investing $749 million in a new Chinese factory to double capability to 100,000 units annually. Mercedes previously has a 100,000 unit production capacity in China.
The possible of the Chinese market remains enormous, and our targets are correspondingly ambitious, Daimler CEO Dieter Zetsche said very last week.
Mercedes and BMW have more upside than Audi in rising markets, so it will be hard for Audi to achieve its target,London-based automotive psychoanalyst Arndt Ellinghorst told Automotive News.
As the world's single largest automotive market, Chinese customers are increasingly significant to BMW and Mercedes. As a result, both have crafted vehicles specially aimed at the Chinese market. Tomorrow at the Beijing auto demonstrate, BMW will unveil an extended 5 Series, while Mercedes is set to debut its latest longer E Class. The reasoning for extended wheelbases is that the wealthier Chinese population is usually chauffeured.
Former this month, Audi posted its first quarter sales figures. With a strong start to 2010, Audi was capable to secure the second place spot in global luxury sales, bumping Mercedes down to third. The Ingolstadt based automaker hasn't fared so healthy in China lately. Over that preceding 6 years, Audi's market share has slipped from 66 percent losing to 46 percent. BMW has climbed from 16 to 23 percent, though Mercedes more than doubled its share, from 7 to 16 percent.
Audi had 159,000 deliveries in 2009, but has a target to sell 200,000 this year. On track for that goal, it sold 51,449 in the first quarter this year. Previous year BMW sold 90,500 vehicles, but is on track to surpass that mark, with 34,179 sell through March. Mercedes sold 24,100 vehicles in the first quarter of 2010, and should meet its 100,000 sales target. BMW is investing $749 million in a new Chinese factory to double capability to 100,000 units annually. Mercedes previously has a 100,000 unit production capacity in China.
The possible of the Chinese market remains enormous, and our targets are correspondingly ambitious, Daimler CEO Dieter Zetsche said very last week.
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