The brand perception of Mercedes Benz and BMW has been thoroughly debated over the past couple of decades. Brand perception crosses across several categories of criteria, with one or two brands dominating the discussion in those categories. For example, Volvo has long been considered the leader in safety with its consistent innovations, such as being the first to offer side air bags and child-proof locks. Honda has scored well in value. Here is a closer look at how Mercedes and BMW compare head-to-head in different categories.
Growth through the years
BMW has largely been a wise, conservative estimator compared to the Mercedes Benz. In the early 2000´s, BMW enjoyed tremendous growth, particularly from its share sell of Rolls Royce.
Safety
In safety, Mercedes has arguably had a better history. Like Volvo, Mercedes innovated with crumple zones and were one of the first to introduce anti-lock brakes and airbags to the North American market.
Audiences
In this subjective conversation, the BMW X, X3, and X5 models tend to fare well with families looking for space and interior customization options to increase size. The 3 Series and 5 Series are perfect for the eligible bachelor, along with the Z4 and the 1. Outdoor enthusiasts would benefit greatly from the BMW X series and the Mercedes Benz M series.
Total cost of ownership
BMW one-ups the Mercedes Benz with overall lesser maintenance, tax, repair, and fuel costs. In a nutshell, this is referred to as the TCO (total cost of ownership). In a side by side comparison, comparable BMWs cost up to 10% less to own in the long term. The most expensive Mercedes to own are its CLK and SLK convertibles which are 12% and 15% more expensive to own than BMW´s convertible models.
Hybrids
BMW has arguably earned more respect than Mercedes Benz with its Mini brand model. Mercedes Smart brand with its ForTwo engine has suffered reputation-wise. The BMW is also being acclaimed for its Project I family expansion set in 2 years, a new fleet of cars specializing in low emissions and city driving. Mercedes Benz is behind with the Smart car, which has arguably run its course.
All in all, the 50 year history of the Mercedes Benz and BMW rivalry has presented many pros and cons. Both brands have had a rich history of pure driving experiences, with the BMW more renowned for its sport and dynamic performance to the Mercedes Benzs more exclusive and upscale reputation. In the battle of who is better, there is too much criteria to consider. A clear ¨winner¨ is denied.
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