[SmartCat]

Report can be downloaded from:
http://www.indianbluebook.com/storag...gment-2016.pdf




Highlights:

1) Although luxury sales constitute 1% of total new car sales, searches are 7% of total volume - implying that luxury car buyers do significant amount of research online before buying

2) Mercedes has 53 service centers, Audi 39 and BMW 30.

3) Mercedes 4 year service contract is 24% and 29% cheaper than Audi and BMW.

4) All three brands have roughly the same resale value. Mercedes holds 47% value after 4 years (Audi 45%, BMW 43%)

5) All three brands have roughly the same total cost of ownership (Mercedes lowest, Audi 1.3% higher than Merc, BMW 4.6% higher than Merc)

6) Mercedes marketshare has risen from 28% in 2012 to 43% in 2015.

[lamborghini]

Originally Posted by smartcat

Highlights:

1) Although luxury sales constitute 1% of total new car sales, searches are 7% of total volume - implying that luxury car buyers do significant amount of research online before buying

3) Mercedes 4 year service contract is 24% and 29% cheaper than Audi and BMW.

5) All three brands have roughly the same total cost of ownership (Mercedes lowest, Audi 1.3% higher than Merc, BMW 4.6% higher than Merc)

6) Mercedes marketshare has risen from 28% in 2012 to 43% in 2015.

Would be interesting to see, in %age terms how much the depreciation and maintenance would differ as compared to the more mass market cars.

Their TCO seems to be greatly impacted by the vehicle's residual values, of which BMW seems to be losing the most (but to be fair, their discounts are the highest too!)

Re the highlights:
1) This doesn't come as a surprise as these people are very well educated, and are keener on conducting research before spending so much money, as opposed to going on word-of-mouth.

3 & 5) This is a surprise - From our personal experience, and the situation a couple of years ago: the BMW is the cheapest to maintain, followed by the Mercedes, and then the Audi (E60 5 series, v/s w211 E Class, v/s current A6). However, number's don't lie - according to the website, Mercedes' C220d premium maintenance package works out to 2.xx L for 5 years including wear and tear items and consumables. Quite affordable if you ask me (5% of total OTR cost over 5 years).
BMW's position in this aspect is disappointing as they pioneered the maintenance package scheme in this segment with the BSI program (at a time when Mercedes didn't even offer extended warranty!)

6) Not surprising! BMW's have become the most expensive vehicles to buy (the E90 320D CE was the cheapest in it's segment post-discounts, and significantly so!), and don't have the looks or ride quality to match Audi and Mercedes. Plus, Mercedes has the charm to draw in a lot of buyers - ask any senior citizen and they will not even look at an Audi or BMW!

EDIT: Just thinking out loud how these new lighter Mercs/Audis/BMWs would fare were it not for the maintenance package. Our new c220d with 800kms on the odo is already rattling, and the passenger seatbelt sensor is a little wonky. Similarly, for our A6 (5 years and 35Kkm) - Audi wants us to pay INR 1.1L for the rear windshield blind motor which is making squeaking noises, and the car also had work carried out on the air suspension under warranty. BMW @ 8 years and 60KKm is still going strong with mainly wear and tear items needing replacement.

[pnredkar]

Originally Posted by smartcat

1) Although luxury sales constitute 1% of total new car sales, searches are 7% of total volume - implying that luxury car buyers do significant amount of research online before buying

People tend to search/read about things that hold aspirational value for them. I am a C segment car owner. I never search for A-segment cars, but do so sometimes for D+ segment cars even though I am not in market for any. Such searches may contribute some percentage to the above. Is it a significant percentage, I do not know!

[GTO]

Originally Posted by smartcat

Mercedes has 53 service centers, Audi 39 and BMW 30.

That explains why Mercedes appointments are easy to get, but BMW owners complain of long waiting periods.

All three brands have roughly the same resale value. Mercedes holds 47% value after 4 years (Audi 45%, BMW 43%)

This might be true for entry-level models. The 50+ lakh sedans depreciate faster.

Mercedes lowest, Audi 1.3% higher than Merc, BMW 4.6% higher than Merc

Disagreed. Lamborghini is spot on. Both my 530d's services in 2015-16 have been cheaper than the C220 (in 2005-06!), despite the C220 being from a lower segment.

Originally Posted by lamborghini

Our new c220d with 800kms on the odo is already rattling

Are you serious? My C220 had nary a rattle even at 100,000 km. That car was built very well.