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Audi passes BMW in global sales to take lead in luxury race

Audi AG delivered more cars than Bayerische Motoren Werke AG's namesake brand through the first two months of 2014 to nab the global lead in luxury sales.

Audi sold 242,400 vehicles through February, 383 more than the BMW brand, according to data from the German automakers. At the same time last year, Audi trailed BMW, which has been No. 1 in the segment for nine straight years, by 429 autos.

The Volkswagen AG brand's gains signal a tightening race for the title of the world's biggest maker of premium vehicles. Mercedes-Benz, the global No. 3, has grown at a faster pace in recent months than its two larger rivals. All three vow to hold the luxury sales crown at the end of the decade.

"Competition in the premium segment is more intense than ever," Audi Chief Executive Officer Rupert Stadler said today at the marque's headquarters in Ingolstadt. "We are ahead of our two main rivals in the first two months, but this doesnot really interest me much. Our focus is on further growth."

Audi, which has never held the top post for an entire year, will introduce 17 new or revamped models in 2014, including a remake of the iconic TT sports car. The rollouts are part of a plan to invest 22 billion euros ($30.5 billion) in the next five years to sustain growth.

Audi's February sales were lifted by a 43 percent jump for the A3 compact and 32 percent gain for the Q7 sport-utility vehicle. The VW marque sold 9.3 percent more cars in the first two months, compared with BMW's 8.9 percent rise. Deliveries at Daimler AG's Mercedes surged 17 percent through February, propelled by the CLA coupe and revamped flagship S-Class sedan.

(Bloomberg)