Perhaps the signs were there early in the year when Mercedes and Audi started the year with much stronger sales than BMW. Perhaps consumers are getting tired of BMW? Perhaps BMW has lost some of the enthusiast market?
Keep in mind BMW equates sales figures with how well they are doing. They feel if they are number one in sales that means they are the number one brand. It's illogical as volume does not equal quality but that is the official BMW brand position. Just because one brand outsells another does not mean it builds better cars.
Table 1: New Vehicle Sales BMW of North America, LLC , December 2016
|%||YTD Dec. 2016||YTD Dec.
|BMW passenger cars||20,419||22,818||-10.5||209,231||244,767||-14.5|
|BMW light trucks||12,416||11,807||5.2||103,943||101,256||2.7|
When Mercedes and Audi release their figures we will know if either or both of them took the crown from BMW in 2016.