The race for the number one position is getting only more exciting in the Luxury car market. Currently it’s being fought with the German car makers BMW, Mercedes-Benz and Audi.
After losing the crown of top luxury carmaker in India to BMW in 2009, Mercedes Benz has now seen fellow German company Audi overtake it to occupy second spot. Mercedes-Benz was the first to enter the Indian market which was the leader until 2009 when BMW overtook the German Marquee.
Mercedes sold 2,130 units in the first quarter of 2012 against 2,269 units sold by Audi. BMW stayed in the lead, selling 2,369 vehicles in January-March 2012. BMW and Audi have used some brilliant marketing and product tactics which have helped them to gain volumes.
BMW and Audi started their operations in India only in 2007, Mercedes has been present in the market for almost 15 years.
Audi is going to get only more aggressive when the company launches the Q3 SUV and the facelifted A4. BMW to plans to add more models to the Indian line-up and may consider new products under the X1. Audi also plans network expansion by entering cities like Coimbatore, Nagpur, Goa and Lucknow.
Mercedes-Benz is left out as the company has no products to take on the rivals and lower priced models like the corporate editions offered by Audi and BMW. Mercedes has chalked out an ambitious plan that includes launching two new models every year and pumping in nearly Rs 1,000 crore in fresh investment.
It’s just a matter of time before we have the fourth player Jaguar Land Rover in the race.
