Is BMW poised to take the luxury sales crown from Lexus?
Lexus has been the undisputed king of luxury automotive sales in the U.S. for the 21st century. It hasn't even been close. BMW has played second fiddle the entire decade, but through the first eight months of 2009, the German luxury car maker has made some major gains on its Japanese luxury competitor. In fact, through August only 2,293 vehicles separate BMW from becoming the new king of the mountain.
BMW's climb to the top of the sales charts comes during a sales downturn the likes of which hasn't been seen in decades, yet the Bavarian automaker has weathered the storm much better than Lexus. BMW sales are down 33,000 units versus the first eight months of 2008, a 28 percent decline. Lexus is down an amazing 40 percent through eight months, a 40,000 unit decline. BMW owes much of its momentum to the venerable 3-Series, which is down 24 percent on the year yet still handily outselling the Lexus IS and ES. Lexus is staying in the lead on the back of its perennially successful RX crossover, which is down only four percent over the year.
While BMW has plenty to be proud of in a down year, catching Lexus is no sure thing. Lexus actually bested BMW by a substantial 3,600 units in August, proof that Toyota's luxury arm is getting stronger as the year progresses. In the end, top luxury sales is only good for one thing, and that's marketing. Lexus has been number one so long that it doesn't even need to brag any more, but if BMW manages to pull out the win in 2009, we're sure there'll be more than a couple celebratory commercials.
Gallery: 2009 BMW 3 Series
[Source: Free Press]
Reader Comments (Page 1 of 3)
dal20402 7:32PM (9/08/2009)
So, from an enthusiast's perspective, the formerly great marque that has lost its way in the last few years is catching up to the marque that never had a clue to start with.
Just remember, kids, the vast majority of Americans prefers soft, bland, fancy cars.
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sparrk 5:18AM (9/09/2009)
not a big deal , BMW was always ahead of Lexus world wide.
Invisible 10:07AM (9/09/2009)
Many Lexus are also sold as Toyotas in countries where the Lexus brand doesn't exist. If all those were counted as Lexus, how close world wide would they be?
Chris 7:35PM (9/08/2009)
Hope they do!
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Bryan 7:35PM (9/08/2009)
The truly rich, who aren't affected by the economy unless you count having to delay the construction of the second tennis court, buy BMWs. Lexus is a more "affordable" luxury brand, sought after by those who are actually affected by the economy.
Gotta love that widening gap.
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Hike15 7:51PM (9/08/2009)
The only BMW the unaffected wealthy might buy is the 7-series, but those buyers will likely consider the ls460 too. I would bet the ones who really are unaffected likely just go to Mercedes and get themselves an S-Class and an SL550
homunculus 9:26PM (9/08/2009)
what you said is total twaddle. merc and lexus are the top when it comes to the wealthy country club set.
bmw is favored by the young and flashy.
knightuc1992 7:39PM (9/08/2009)
Lexus = Luxury Camry driven by affluent zombies (or the living dead, if you prefer)...
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timwang2006 8:41PM (9/08/2009)
Or people that drive to work everyday. Seriously, driving dynamics don't matter for crap when your crawling through stop and go traffic during rush hour. Getting from my house to work at 7:00 in the morning, I would rather take the quietest most detached drive possible, and maybe a manual Bimmer for the weekend.
JDM Life 9:00PM (9/08/2009)
knightuc1992 = Fail
Chazz 7:58AM (9/09/2009)
Lexus = Luxury Camry driven by affluent zombies (or the living dead, if you prefer)...
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That's hilarious!!!
Isn't Lexus the Japanese equivalent to the Buick? - noting BUICK WAS HERE FIRST.
The folks I see driving Lexus are old codgers stepping out with their ladies from the old folks home and single women in the late 40s and 50s who are on their way home from a consult with the plastic surgeon.
timwang2006 9:17AM (9/09/2009)
Sometimes, they're driven by douchbags who drive like they think its a Supra. First get IS300 owners, I'm looking at you.
Louis 7:51PM (9/08/2009)
Stop with this non-sense now!
Lexus has took the lead in August and will keep it for good for the rest of 2009. With the HS250h going on sale and the GX replacement coming later this year I just don't see how BMW can get the lead back...
http://lexusnet.com/blog/2009-us-luxury-sales-crown-battle-august-update/
"The truly rich, who aren't affected by the economy unless you count having to delay the construction of the second tennis court, buy BMWs."
By the way, that statement is just about BS at best... Don't you know that half of the BMWs are LEASED? Which makes them VERY EASY TO OBTAIN due to the crazy lease deals that BMW comes up in order to move their money cows - 3er and 5er. Lexus on the other hand SELLS more cars than LEASE...
With the monthly payment for my entry level Lexus I can easily be driving a 550i if I want to go with the lease route...
So to you BMW fanboys, open your eyes, read up and look around, don't get your head stuck in your you-know-what too deep so you can't smell the roses...
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Adis 8:52PM (9/08/2009)
Very well said!
zamafir 10:30PM (9/08/2009)
What's the market saturation? I know you can't move a car in California unless you have a good lease program so I'm curious if both brands sell as well in the state (if you've got numbers that you're pulling from)? ie, does BMW lease more because they move a lot more cars in california or is it across the board?
anonymous j 10:49PM (9/08/2009)
hey zamafir
how much does bmw pay you? I'm looking to work from home as well.
zamafir 11:39PM (9/08/2009)
hey anonymous j, might want to read autoblog a bit more, i'm the resident Audi fanboy, read any BMW article. Thanks for playing.
Sal 7:52PM (9/08/2009)
Lexus LS is still the quietest of the bunch... Decibels wise, low and high frequency wise... Goes to show that they know luxury best and deserve to be on top.
Luxury is worth paying for. .. Performance otoh is not. Especially on the abomination that is the current state of roads. Not to mention the ridiculous low posted speed limits and cops out enforcing them... Having twin turbo or M badge aint fun with a cop writing you a ticket for going 5mph over the posted ridiculous speed limits.
Blocking out all the noise and pampered by luxury suspensions otoh is... Lexus unlike the rest knows the traditional meaning of luxury better than most... Light steering that requires minimal effort.. excellent ergonomics and top notch materials along with tight gaps.. all are the hall marks of a great car.
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JDM Life 9:05PM (9/08/2009)
Lexus is Top luxury. Period. BMW is not going to past them any time soon. Believe me.
Sal....you cant forget Lexus do make the harsh, brute, Loud and hella fast IS-F.......
pirooz 7:55PM (9/08/2009)
yea right, bmw has nothing on toyota. take the none sense out of here. more than 90 percent of toyotas vehicles arent even in the united states the toyota alphard and other super saloon vehicles put bmw to shame. take a seat inside a alphard royal and you will barf on a bmw 750.. nothing can touch toyota!
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