Mercedes Stomps on the Pedal in March

There’s a fairly extensive entire body of analysis that suggests customers are place off by too many alternatives. But that might not apply to swanky German autos.

With a fast-expanding fleet of machines, Mercedes just booked a substantial chunk of company in March–it’s ideal month ever, in truth. Daimler (DAI:GY) sold 158,523 cars worldwide, 13 % far more than it sold in March 2013.

Neither BMW (BMW:GY) nor Volkswagen’s Audi, the worldwide luxury leader this 12 months, have reported final month’s product sales nevertheless. But the Daimler data represents a 14 percent increase above what Audi sales in March 2012, and a 6 percent improvement over BMW’s yr-earlier overall performance.

In quick, it was a bonkers bit of enterprise.


In the auto-selling game, that type of bump usually implies shenanigans–specifically, enormous incentives that are fantastic for moving metal, but not so potent at fueling revenue. It is also quickly to inform just how significantly money Daimler dealers had been placing on the hood of their new sedans and SUVs last month, but what’s exciting is that in the U.S., at least, the firm has been dialing down revenue sweeteners recently, minus a slight uptick in February.


It is attainable that Mercedes is merely generating excellent cars and a higher variety of them. As element of a plan to unveil thirty new versions by way of 2020, it has rolled out in latest months the relatively cost-effective CLA sedan, the compact A-class hatchback and a compact crossover, the GLA. These smaller, less expensive options seem to be driving the blue-chip brand in China, Japan and the United Kingdom, where Mercedes created its most significant gains.

In the U.S., the company now sells about 15 models to BMW’s 10.

The other chance is that Daimler is burning up its revenue margins in its rush to get out front. We’ll know if that’s the case when the business announces earnings April 30.

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