Audi Outranks BMW In Shopper Interest In 30 States Across The U.S.; BMW Leads In Big States

Audi Outranks BMW In Shopper Interest In 30 States Across The U.S.; BMW Leads
                                In Big States

Audi dominates luxury shopper interest across the north, giving it a wide base
of strength from which to challenge BMW's national prominence.

PR Newswire

ATLANTA, June 13, 2013

ATLANTA, June 13, 2013 /PRNewswire/ -- BMW may be duking it out with Mercedes
Benz for the luxury crown, but the automaker should be keeping a close watch
on Audi, which is gaining serious shopper interest across the nation.
According to a recent analysis conducted by, shopper interest
is higher for Audi than BMW in 30 states, mostly in the northern half of the
country. However, leads in several key states give BMW big geographic
strongholds from which to defend against the encroaching automaker.

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"While Audi trails BMW in sales, we are seeing definite encroachment in
shopper interest, which is a clear indication that Audi is capturing the
attention of more and more BMW shoppers," said Rick Wainschel, vice president
of automotive insights at "In the past, Audi has taken on
Mercedes very directly, but they have been more aggressive recently about
going after the positioning platforms that BMW has traditionally been known
for. Our data indicates that this strategy is working."

Though Audi still trails the national race,'s regional analysis
shows that the inroads they are making are fairly universal and have
effectively cut into BMW's national dominance. The analysis of shopper
interest shows that on the national level, BMW's lead over Audi shrunk by 47
percent year-over-year.

A segment-level analysis revealed several key areas where Audi is gaining

  oMidsize Car Segment
    In the midsize car segment, Audi is posing a significant threat to BMW,
    with three of its four segment entries (A6, A7 and S6) growing. Analysts
    zeroed in on the A6, as it is the most heavily cross-shopped with the BMW
    5 Series on Year-over-year, the 5 Series share of segment
    interest is down 13 percent, while the share for the A6 is up 36 percent.
    As such, the 5 Series' advantage in the segment dropped 46 percent against
    the A6, going from approximately eight points a year ago to four points in
    April 2013.

  oFull-Size Car Segment
    For full-size cars, Audi also posted notable gains with the A8 and the S8.
    BMW's 7 Series share is down 23 percent year-over-year, cutting BMW's lead
    advantage over Audi in this segment by 85 percent. analysts
    noted that the S8 has helped Audi gain significant momentum in this

  oMidsize SUV Segment
    Audi is also posing a challenge to BMW in the midsize SUV segment. The BMW
    X5 and X6 have all lost ground year-over-year. While the loss is not as
    dramatic as the sedans (the X5 is down seven percent and the X6 is down 21
    percent), BMW previously led this segment in shopper interest until
    January 2013, but it has now dropped to the No. 3 rank. The X5 share
    advantage over the Audi Q7 has declined 33 percent year-over-year, going
    from 4.2 share points to 2.8.

"While BMW has a strong lead in several key states such as California, Texas,
Florida and New York, Audi seems committed to working very aggressively to
keep the tides turning in their favor," Wainschel continued. "To defend its
national prominence, BMW will need to focus on strengthening its base in those
key states while defending more strategically in areas where Audi has
successfully captured more shopper interest."

This analysis is based on shopper interactions occurring on the
site among new vehicle prospects (shoppers interacting with the latest three
model years of vehicles, currently 2012 – 2014). Interactions are counted when
shoppers take a conscious action related to a vehicle on the site such as
clicking through to a vehicle detail page or performing a "build & price." The
Audi/BMW analysis was conducted using site behavior from April 2013 and, for
comparison, April 2012.

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reviews., which also operates the auto
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provide a full suite of software tools that help dealers and manufacturers
manage their inventory and advertising online: vAuto, HomeNet Automotive and
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Enterprises. Providence Equity Partners is a 25 percent owner of the company
and Kleiner Perkins Caufield & Byers is also an investor. For more
information, please visit


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