Why BMW is losing its top spot to Mercedes-Benz

BMW has trailed German rival Mercedes-Benz in global sales for years. In 2012, the BMW brand led Mercedes-Benz in global annual sales, but Mercedes-Benz gained the top spot in 2016 and has held it since. Mercedes has also surpassed BMW in its home continent of Europe, a major market for both. The German automaker appointed a new CEO in August 2019 and has assured BMW investors it is on its way to reinvigorating its brand, but progress could be a bit slow.
Fri, Jan 3 20209:50 AM EST