Sales Of Premium Midsized Sedans Decline In Europe

It’s no secret that European premium car manufacturers are facing difficult market conditions. The segment they once dominated, known as mid-range luxury sedans, is now bearing the brunt of the changes. These models are now sliding down the sales ladder due to changes in customer preferences and increasing competitive pressure. For brands like BMW, Audi, and Mercedes, the latest figures make pretty sobering reading.

Sales in the premium midsize sedan category fell by as much as 19 percent in the first 10 months of this year, bringing total sales to 241,096 units. Although the BMW 3 Series continues to lead the segment, it has not remained immune to negative trends. Registrations of this model fell by an alarming 23 percent compared to the previous year, reaching 60,237 units.

In second place is the new Audi A5, which replaced the old A4, achieving a solid result this year with 53,483 units sold. Unfortunately, the same cannot be said for the rest of the competition.

Dataforce data shows Mercedes C-Class sales fell 14 percent to 41,335 vehicles, while even the all-electric BMW i4 saw a 1.6 percent drop, with 36,982 units sold. The problems extend beyond the German trio—sales of the Volvo S60 and V60 plunged 35 percent (16,476), the Polestar 2 saw a 26 percent drop (14,099), and BMW 4 Series sales fell 12 percent (10,081). Even the Alfa Romeo Giulia had a tough year, with 20 percent fewer units sold.

Analysts say that customers have started to turn to other segments. For example, there is strong demand for mid-size SUVs, including those with plug-in hybrid powertrains like the BYD Seal U, further threatening traditional sedans.

Still, there is hope that the premium sedan market could recover. Manufacturers are turning to electrification as a key solution. BMW is working intensively on the next generation of the 3 Series, which will be sold both in a version with ICEs and as a fully electric model, called the i3. The electric model is expected to be particularly important, debuting with similar powertrain options and specifications to the new iX3, offering significantly improved performance and greater range.

Similarly, Mercedes-Benz plans to launch a new all-electric C-Class next year, which will be based on a new platform it will share with the GLC SUV.

Germany remains the largest single market for these sedans, holding a commanding 37 percent share. On the other hand, sales fell significantly in the United Kingdom, by as much as 26 percent, reducing that country’s market share to 16 percent.

• Read More: Plug-In Hybrid And Electric Car Sales Rose By 23% Worldwide