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U.S. Luxury Auto Brand Market Share – April 2012

Mercedes-Benz Sprinter
Keeping in mind the fact that 8% of the Mercedes-Benzes sold in America in April 2012 were Sprinter vans (to their credit), the U.S. luxury market played out with yet another dominant performance from the Germans. Audi, BMW, and Mercedes-Benz combined to own 46.1% of the so-called U.S. premium market in April, or 45.3% without Sprinter.

We don’t deny Chevrolet the opportunity to include the Express or Ford the E-Series, however, so we’ll let the Sprinter’s non-luxury standing slide, as always. Compared with last month, the German trio gained more than one percentage point in American luxury auto market share. Acura reported a huge improvement, as well, moving up from 8.2% (less than Audi) to 9.9% (more than Audi). Infiniti and Lexus both fell back.

Cadillac’s 25% year-over-year sales volume decline and Lincoln’s 13% drop did them no favours in terms of market share. Compared with March, Lincoln’s share of the premium brand market fell to 5.1% from 6.5%. Cadillac actually made gains compared with March, but considering the brand’s 11% share in April of last year, all is not rosy. By the time the XTS and ATS reach Cadillac showrooms, the tide should begin turning. 

Cadillac is presently a brand which offers up one sedan, one coupe, one wagon, one crossover, two versions of one SUV, and an SUV-ish pickup truck. Mercedes-Benz? They sell their entry-level model in sedan and coupe bodystyles, their midsize E-Class in four bodystyles, two more high-end sedans, one big coupe, one small roadster, another big roadster, one supercar, four SUV nameplates, and even a minivanesque tall wagon. That’s called covering all eventualities. Not much wonder Mercedes-Benz was America’s best-selling luxury brand in April, even without the Sprinter.