Can BMW repeat the mojo it used to notch a come-from-behind win over Mercedes-Benz in 2012? The two brands were nearly neck-and-neck going into the fourth quarter, with Mercedes eyeing a third consecutive year atop the U.S. luxury market.
| Mercedes-Benz has a narrow lead over BMW in its quest for a 3rd consecutive U.S. luxury crown. | |
| 9-month leader | Full-year winner |
| 2012 Mercedes by 5,241 | BMW by 7,376 |
| 2013 Mercedes by 2,505 | Mercedes by 3,248 |
| 2014 BMW by 3,380 | BMW by 9,347 |
| 2015 BMW by 66 | BMW by 1,422 |
| 2016 Mercedes by 13,011 | Mercedes by 9,009 |
| 2017 Mercedes by 22,075 | Mercedes by 31,561 |
| 2018 Mercedes by 319 | ? |
| Source: Automotive News Data Center | |
Nine months into 2018, Mercedes had outsold its rival by just 319 vehicles, excluding commercial van sales. In each of the past five years, the brand leading three quarters of the way through the year ultimately finished first. But six years ago, BMW pulled out a victory after trailing by more than 5,200 vehicles going into October.
With a redesigned 3 series and a strong lineup of crossovers in a market hungry for them, "BMW really has a legitimate shot at jumping Mercedes," Edmunds analyst Jeremy Acevedo told Automotive News. "They're definitely poised to close strong."
Mercedes has been hampered in recent months by delays in availability of some 2019 models but said it expected improved inventory in the fourth quarter.
Three years ago, the luxury race was even tighter, with BMW holding a 66-vehicle advantage on Oct. 1, 2015. It held on for a 1,422-unit victory — not over Mercedes but over Lexus, which made a late charge during its annual "December to Remember" sale.
But as 2012 showed, the race can remain up for grabs right down to the wire. That year, Mercedes entered December more than 1,800 vehicles ahead of BMW, but BMW rode a 39 percent December surge into the victory circle.