Between brands the fight is tighter than ever

Even if the climate is far from euphoric, the year 2009 ends better that she has begun for high-end German specialists. In France, sales in this area will have decreased by about 6 on the year, while all of the automotive market, more influenced by the positive effects of the premium in the case, was an increase of 7.6 over the first eleven months of the year (utilities excluded). A lesser wrong nonetheless since, in the fall, the segment still dropped 8.

Between brands, the fight is tighter than ever. Mercedes-Benz should retain his Crown of leader of the premium in France, but of a human hair. In the category special voi-Tures and its Smart cousin, the star brand has delivered in 18 December, about 48.700 vehicles in accumulated since January (a decrease of 3), is only a thousand more that its new challenger Audi, a subsidiary of Volkswagen, which manages to rise by 1.8 in this environment little. After having delighted to BMW the position of number two of the France, the brand with the four rings segment was more complex with the idea to dethrone the leader. "Our models A5 and Q5 is of very great success, that place us now not far from Mercedes." "And with the launch of the A1 small, expected at the end of 2010, could pass before", welcomes Marie-Christine Caubet, Chairperson of the Group Volkswagen France. At the headquarters of Audi, added however that the policy is not to become leader at any price. "It does not first place beating of volumes, it is not a particular challenge," said a spokesman for the brand. After all, if Mercedes, more long established on the French market, more Audi to tenders of the hire of cars or taxis, adds the same source, it is normal that its volumes exceed those of its German competitors.

In addition, Mercedes-Benz has not said its last word with his ambitious rival. In terms of deliveries, the months of November and December, returned positive for the brand. The new E-class, launched in March, has experienced an increase of 54 of its sales. And in the medium term, small class A and class B cede place to a family of 4 models to expand the offer.

Less favourable product cycles

In the BMW clan, where it is sold, to December 18, 6,100 fewer than Audi cars, are less easy in take-off of the last 3 series, from 2005 to 2007. Its large 4 x 4 "statutory" X 3, X 5, synonymous of high margins, were wrong this year by 29 and 40. Two weeks of the end of the year, the total counter displays a settlement by 12.7 over a year. A trend that will be responsible for correcting the novelties of the range, the X 1 and GT5, then the new variation of the 5 Series Sedan expected next March.

For reasons of less favourable product cycles, the Munich mark think deliver 44.000 vehicles this year in France (excluding Mini), against 48.800 for Audi. A difference which is not considered to be dramatic: the Q5 from Audi, more recent than the House X 3 product which will be renewed end of 2010, "alone accounts for 60 of the gap between Audi and BMW", relativizes Philippe Dehennin, President of the Executive Board of BMW France. As shown in the lengthening of delivery of some models, such as the 1 series, "we have already recovered adds leader, colors, and returning gradually in the pre-crisis situation." "Next year, will move closer to levels of 50,000 BMW and 20,000 Mini", he predicted. Attention at the same time not be spinning the profitability. As between the "range downhill" customers and tariff cuts on some models (excluding news), both related to the crisis, BMW France has seen its revenues erode of approximately 2,000 euros per car sold.

Swedish Volvo, sales increased 8 in France, with the recent arrival of the XC60, but its market share is 4 times lower than that of the three German tenors of the premium.