Autometronicschool. - This is information for you from the article from Reuters with the title BMW prioritises profit over sales as second-quarter earnings beat forecast.
BMW (BMWG.DE) said it would not sacrifice profitability in pursuit of leadership of the premium car market, paving the way for Mercedes-Benz to overtake it as the top seller for the first time in 11 years.
BMW has held the annual sales crown since 2005 but has already surrendered the top spot when measured by first half sales. It sold 986,557 of its own brand cars in the period compared with Daimler-owned (DAIGn.DE) Mercedes-Benz's 1,006,619 cars.
While BMW said it still wants to remain the world's leading provider of premium vehicles, it will not seek to push sales at all costs, amid pressure on pricing, particularly in the United States.
"We are convinced that profitable growth means much more than just being number one in sales and volume, especially now that players in the premium segment are increasingly using price discounts to gain a competitive edge," the company's new Chief Executive Harald Krueger said on a call to discuss second-quarter results.
Increased competition for market share had hit prices by about 40 to 50 basis points, when compared with the year-earlier period, Chief Financial Officer Friedrich Eichiner said.
BMW has held the annual sales crown since 2005 but has already surrendered the top spot when measured by first half sales. It sold 986,557 of its own brand cars in the period compared with Daimler-owned (DAIGn.DE) Mercedes-Benz's 1,006,619 cars.
While BMW said it still wants to remain the world's leading provider of premium vehicles, it will not seek to push sales at all costs, amid pressure on pricing, particularly in the United States.
"We are convinced that profitable growth means much more than just being number one in sales and volume, especially now that players in the premium segment are increasingly using price discounts to gain a competitive edge," the company's new Chief Executive Harald Krueger said on a call to discuss second-quarter results.
Increased competition for market share had hit prices by about 40 to 50 basis points, when compared with the year-earlier period, Chief Financial Officer Friedrich Eichiner said.
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