NEW DELHI: More than three years after losing the market leadership in luxury cars in India, Mercedes Benz has managed to regain the top slot again as it edged past rivals Audi and BMW to become number one in July.The company, which had moved past BMW in the first quarter of 2013 to become the second-biggest player in the segment, managed to bag the top position by selling 810 units in July, ahead of Audi's 705 units. BMW, which has stopped sharing its sales data, is understood to have finished third. Mercedes Benz's July sales jumped 53%, while Audi's sales rose 4%.
While a one-month lead may not be a clear indicator about overall segment leadership, industry analysts said Mercedes Benz is going aggressive on the back of new product launches, especially with compact models like the A- and B-Class.
When contacted, Eberhard Kern, MD of Mercedes Benz in India, said the company will continue to introduce new products to sustain its lead. "We are not surprised by our strong performance. We always maintained that we are sticking to our fundamentals and working towards a profitable and sustainable growth and as the product gaps start getting addressed, numbers will merely be a gradual outcome," Kern told TOI.
The company is set to drive in new models, which include an entry sedan and a compact SUV. "The product offensive that we initiated in 2013 is just the beginning of a range of unique initiatives," Kern added.
While Mercedes managed to score higher in July, Audi still maintains a lead in overall sales this year. The company has sold 5,551 cars in January-July, 2013 period, showing a growth of 19%, while Mercedes sold 4,575 units (up 22%) in the same period.
The market for luxury vehicles is still at a nascent stage in India and stands at over 30,000 units annually. There has been a big churn in the leadership positions over the last few years as the German companies — which account for the majority of sales in the segment — enhance network and engage in market expansion strategies, including through discounts and new model launches.
BMW had started the trend when it overtook Mercedes Benz in 2009, ending its compatriot's near-decade leadership. While BMW kept going strong since then, it lost the crown early this year when Audi overtook it in the first quarter to become the number one seller. Analysts said the leadership position will remain precarious as the market picks pace and new models hit dealerships.
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