BMW lost its crown as the topselling luxury brand around the world to fellow German rival MercedesBenz. In 2012, the BMW brand led MercedesBenz in global annual sales, but MercedesBenz gained the top spot in 2016 and has held it since. Mercedes has also surpassed BMW in its home continent of Europe, a major market for both. BMW appointed a new CEO in August 2019 and has assured investors it is on its way to reinvigorating its brand, but progress could be a bit slow.

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Why BMW Is No Longer The Ultimate Driving Machine