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At the beginning of 2024, car manufacturers started announcing their global sales figures for 2023. The luxury segment remains the most sought-after, with three German representatives – BMW, Mercedes-Benz, and Audi. This year, BMW once again held the top spot with a lead of over 200,000 cars compared to Mercedes-Benz.
Specifically, in 2023, BMW sold 2,253,835 cars, a 7.3% increase compared to its sales in 2022. This figure does not include the number of cars from its subsidiary brand, MINI. On the other hand, Mercedes-Benz reported sales of 2,043,800 units, which includes the quantity of cars sold under the Smart brand.
| Race of the three German luxury car brands | ||
| Brand | Total cars sold in 2023 | |
| BMW | 2253835 | |
| Mercedes-Benz | 2043800 | |
| Audi | 1895240 |
Compared to 2022, BMW did not achieve the expected growth as it stayed at 0%. On the contrary, Audi had a successful year with sales of 1,895,240 units worldwide, resulting in a growth rate of 17.4% compared to 2022.
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The race between the three luxury brands from Germany is expected to become more exciting in the coming years as they will introduce a range of electric vehicles. Audi even stated that they will only launch fully electric products starting from 2026, with an end to the production of internal combustion engine vehicles by 2032 (or 2033 in China). Mercedes-Benz can only transition to a 100% electric product lineup as early as 2030 “when market conditions allow.”
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In the past year, the BMW Group (including MINI and Rolls-Royce) successfully reached its goal of electric vehicles accounting for 15% of total global deliveries. The target for 2024 is 20%, and it will increase to 25% by 2025.
In the long term, the group’s goal is for electric vehicles to make up more than half of its annual sales by the end of this decade. The Munich-based brand hopes that the driving force behind the surge in demand for electric vehicles will come from the Neue Klasse platform, which was launched in May 2021.
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According to the plan, BMW will release at least 6 electric vehicle models based on the Neue Klasse architecture from 2025 to 2028. The first product is expected to be launched in 2025, with a design similar to the iX3, which will be produced at the new plant in Debrecen, Hungary.
In 2026, the company will continue to introduce a sedan model in the style of the 3 Series, which will be produced at the plant in Munich, Germany. Some electric models will be produced in Shenyang, China starting from 2026, and in San Luis Potosi, Mexico starting from 2027.
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