Because it doesn't offer enough crossovers? Really?
The year is not quite over, but BMW has already conceded that it will not be the top selling premium brand in the US for 2016. BMW sold 346,023 vehicles in 2015, which was a record for the company. In an interview with Automotive News, Ludwig Willisch, CEO of BMW of North America said that "It has been a tough year." Willisch blames these sales on a lack of crossover models to meet demand. The CEO claims that BMW would need to sell 15,000 more crossover models than it will be allocated to set a sales record. Clearly BMW is waving the white flag here.
On average, SUVs account for 45% of premium brand sales. BMW's SUV sales only comprise of about 39% of the company's business. For four out of the past five years, BMW has led the US in sales, but this year will be Mercedes' year. When we look at the Mercedes SUV lineup, it isn't hard to see why it beat out BMW. BMW currently sells the X1, X3, X4, X5 and X6. Mercedes sells the GLA, GLC, GLE, GLE Coupe, GLS, and G-Class. The Mercedes SUV lineup offers more diversity as well as AMG versions of almost every model. Willisch said "We have strong impulses on the model side, and one is the X2." Another SUV may help, but perhaps Mercedes is just making superior cars.