German automobile manufacturer, Mercedes-Benz, which has been trailing BMW by a narrow 1,830-vehicle margin following record sales in November, has one month to overtake its German rival and retain its crown as the Number one luxury brand in the United States.
While Mercedes, led by the rebooted S class, sold 34,578 units in November for a one per cent gain from the previous year, BMW sold 31,019 vehicles in November, down 2 per cent from last year.
Last year, Mercedes edged out BMW to earn the luxury crown in the US by 3,248 sales. Autonews reports that luxury sales were flat in November in an overall US market that rose 5 per cent but the stage is set for a fierce sales duel between Mercedes and BMW in December.
Meanwhile, the fourth luxury maker, Audi, had the biggest percentage gain among luxury brands, up 22 per cent, eighth luxury maker, Lincoln, grew 21 per cent and sales at number three Lexus rose 7 per cent.
"It's going to be very, very close. They're going to pull out all the stops. They are going to be using incentives at an incredible rate right up through the end of the last day. They both want it. Frankly, it is going to be a great time for consumers to buy or lease one of the brands," said IHS automotive loyalty consultant, Tom Libby.
Also, CEO of Mercedes-Benz USA, Steve Cannon, said in a statement, "November was one for the history books at Mercedes-Benz. Beyond record sales, our rise to the top spot in J.D. Power's Sales Satisfaction Index shows our efforts on the customer experience front are resonating with owners."
Sales of the Mercedes S class rose 50 per cent in November after 2,863 units were sold. The M-class SUV posted a 20 per cent gain last month with off sales of 5,190, while C-class sales jumped 18 per cent to 9,259.
BMW's combined 3- and 4-series sales were up 12 per cent to 14,702. The 7 series rose 14 per cent to 704 units. X3 crossover sales fell 45 per cent to 2,221, the 5 series also waned, dropping 39 per cent to 3,105.
"The traffic in our showrooms was very strong in November, especially over the Thanksgiving weekend, and I expect that momentum to continue in December and carry us to an all-time sales record at the end of 2014," said the CEO of BMW of North America, Ludwig Willisch.
In a related development, Lexus recorded its best November sales ever after moving 27,472 vehicles. Lexus sales through November are tracking 14 per cent higher than it had in the previous year period.
Lexus Vice President for Sales and Dealer Development, Steve Hearne, said in a statement that, "Lexus set an all-time November sales record, thanks in part to the momentum surrounding the arrival of the newest edition to the line-up, the RC coupes.
Libby said Lexus' rise has been impressive because it was not competing in the booming compact crossover space until it launched the NX. The NX was slated to go on sale December 1, but a Toyota spokesman said a few units "got out early."
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