REPORT: BMW threatening to oust Lexus as #1 luxury automaker in U.S.
2010 BMW 5 Series Gran Turismo - Click above for high-res image gallery
Life is hard at the top, whether that precipice happens to be at the zenith of the overall sales chart or of a specific market niche, such as Lexus' position as the best-selling luxury automaker in the United States. Toyota's posh brand has held the top spot since the year 2000, with BMW perpetually trailing in second place. Could 2009 finally be the year that BMW breaks through to number one?
So far this year, Automotive News is reporting that BMW's 76,819 total sales in the States puts the German brand slightly ahead of Lexus, which has moved a total of 73,186 units thus far in '09. Both brands are down somewhat from 2008, though BMW's 30.5% decline is not quite as severe as Lexus' 37.2% fall. Neither automaker is interested in boasting of its successes in this market, though BMW will gladly accept the extra market share. Speaking to Automotive News, Jan Ehlen, a spokesman for BMW of North America, said:
This year's emphasis is on maintaining our market share and even growing our share a bit. If this results in remaining in the top spot of the premium market, that would be a nice bonus.
Gallery: 2010 BMW 5 Series Gran Turismo
[Source: Automotive News]
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Reader Comments (Page 1 of 4)
Auari 1:38PM (6/30/2009)
maybe it's just me, but I've test drove a few BMW's and I think they are a stiff and a very uncomfortable ride, sure they are the most fun to drive, but luxury wise they don't come close.
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Luis 1:48PM (6/30/2009)
I love the responsiveness of my 3. Nothing compares.
Red 2:07PM (6/30/2009)
@ Auari,
I agree. I think recently Mercedes seems to consistently find that perfect middle ground between responsive handling and cushy ride. BMWs tend to be sprung a bit stiff, Lexus' are sprung too soft. You either emulate Lexus (Hyundai/Lincoln) or you emulate BMW (Audi/Infiniti/Acura/Cadillac).
no. 1:57PM (6/30/2009)
That's always been BMW's signature element...the harsh ride that provides full road feedback.
If you want to drive a mattress and fall asleep, get a Lexus.
jg 2:08PM (6/30/2009)
Lot's of people buy Lexus or Acura because they got sick of the harsh ride in a bimmer. Personally I like it but I can see how it would annoy. You fell every seem in the road, everyone.
JZeke 2:11PM (6/30/2009)
A lot of the models on dealer lots are specced to look good - not necessarily the best combo for a good drive.
Sport packages and optional rims look awesome, but are comfort killers... I've found that base 3s, (or 5s) on smaller rims might look less cool, but ride quite nicely.
Unfortunately, most (all?) new BMWs are running runflats, and they ruin the ride even if u have ballon sidewalls.
Azael 7:05PM (6/30/2009)
All I know is, if I were robbing a bank, I would definitely pick a BMW over a Lexus as my get-a-away car. The (relatively) stiff suspension makes a lot of sense in some applications. Personally, I like the stiff set up in my BMW, I drove an E Class Mercedes and I felt very lost without being able to feel the road.
http://www.youtube.com/watch?v=Z8XqwRc74bA
the4thheat 3:37PM (7/01/2009)
I think one of the problems in a down economy is that people just keep their old cars longer, and Lexuses tend to stay pretty much the same so there isn't as much penalty for not just keeping an older car. I've ridden in a 10 year old LS and it didn't have a single rattle and was actually quieter than my much newer car =(
Anyways I also think Toyota cannibalized a whole bunch of Lexus RX sales with the Venza, and the RX is their best seller so it probably hurt their Lexus numbers.
Johnnie 1:40PM (6/30/2009)
LOL...it will never happen.
Americans in mass quantities want comfort and convenience over "the ultimate driving machine". I don't see this changing. BMW has no chance IMHO.
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zamafir 2:44PM (6/30/2009)
"Americans in mass quantities want comfort and convenience over "the ultimate driving machine"."
Just curious, have you read anything pertaining to BMW over the last few years? Or talked to anyone at BMW? Or driven any of their cars? BMW has been focusing on comfort and convenience. That's why the new Z4 is hundreds of pounds heavier and softer, that's why the new M3 no longer aims for the 911 mark like previous generations did. BMW has been very openly making their cars more comfortable and convenient explicitly to increase volume sales, the M3 became a volume seller a long time ago. These figures confirm, rightly so, that their move towards less extreme, less unabashedly driver focused cars, and closer to lexus territory than they've been before, is paying off in terms of volume.
audi_arena 3:03PM (6/30/2009)
^Thats absolutely true, Zama; BMW has been abandoning the roots the brought them the popularity that they are enjoying right now (a focus on performance, product, and quality), and instead adopting a more watered down approach focusing on appealing to the masses and value rather than quality.
Personally, I think this will be thier downfall. I haven't enjoyed a single BMW product in the past two years, and if thier balance sheet is any indication, it seems that thier stellar reputation is begining to fade.
cyanide 5:09PM (6/30/2009)
In SoCal this is already true. BMW:LEXUS = 3:1. Here in Irvine, everybody and their uncle seems to have a BMW. Hell, even the high school students drive 1 and 3 series. Of course, BMW is the most lease-heavy automaker, so most of these people are probably frontin'.
akatsuki 8:14PM (6/30/2009)
Sure it'll happen. look at how bloated the 3 series already is. It got so big they had to bring back the old 3 and call it a 1, and then they couldn't even keep the price low enough. The seats are already wider for American asses, and a bit softer, and the ride is definitely more compliant than the older ones.
dm789 11:26PM (6/30/2009)
Agree with Johnnie cuz the reason Lexus become number 1 in USA because american love comfy ride, just look at Lincoln, Buick and Caddy and Mercedes just look at the best selling car in USA, a Toyota Camry. Camry is very comfy compare to Altima, Accord and everything in the same class. While in other hand Lexus is NOT the best selling lux car OUTSIDE USA.
Tourian 1:42PM (6/30/2009)
Considering most of what Lexus sells are hopped up versions of Camrys (ES and RX) I really don't think of them as the number one luxury automaker anyway. Real luxury, in my opinion starts at like 45 maybe 50 grand. Making probably M-B the #1 luxury car maker.
But no matter. Maybe slipping to number 2 will make Toyota/Lexus sweat a bit and make some cool enthusiast oriented cars like they used too. Or hell, just something that's not cut and paste blandtastic like most of their lineup.
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urdaddy 1:57PM (6/30/2009)
Not wasting time and money on "enthusiast oriented cars" that only a few gear heads will actually buy is what got Lexus to where they are. They're better off continuing what they're doing and get better at it so they can continue to print money as opposed losing money pandering to a couple people who think they need a F1 car to drive to work every day.
Wii60 2:11PM (6/30/2009)
I don't know about you, but I love the es line. I test drove one and loved it. Sadly, I'm 6'3" and Toyota doesn't seem to get that people in the US are taller than 5'10". I have to open the moon roof to use them.
Tyler 2:14PM (6/30/2009)
@Wii60
Toyotas are for short people, indeed. Have you looked at Honda/Acura? I'm 6"3' also, and I fit best in Hondas (and BWM, incidentally).
And if you'd give it a shot, I've had good luck with the Hyundais.
Tourian 3:38PM (6/30/2009)
@urdaddy
So then what got BMW to where it is today? the same mission statement? No. They build enthusiast oriented cars, throughout their lineup. I said nothing of wanting an F1 experience in a Lexus. Hyperbole indeed.
Polly Prissy Pants 4:07PM (6/30/2009)
"Real luxury, in my opinion starts at like 45 maybe 50 grand."
I love how so many people equate luxury and quality with price. I guess those Madison Avenue advertising execs don't make the big bucks for nothing.
Having owned a $50,000 BMW and a $25,000 Hyundai, I'd have to say that the Hyundai was more luxurious and a higher quality vehicle. But then the Hyundai didn't cost as much as the BMW so it's definitely not as good.