BMW faced competitive rivalry in the United Kingdom most especially from Mercedes who are their biggest rivals. Mercedes have the second largest market share of cars in the United Kingdom, hence making them a strong competitor against BMW who are the first in market share in the United Kingdom. Besides that, there are introduction of new entrants into the car manufacturing industry in the United Kingdom. The new competitor that enters into the market was taken over some of the market share that was previously owned by BMW due to the quality and affordability of the cars that they bring into the United Kingdom. However for our case study we just focus on the main competitors for BMW in the United Kingdom are Mercedes car group, and Audi. They will compete with each other in almost all market segments.
Mercedes- Benz is the second largest market share of cars in the UK and making them be a strong competitor to BMW. Mercedes is a multinational division of the German manufacturer Daimler AG, and the brand is used for luxury automobiles, buses, coaches, and trucks. Mercedes-Benz is headquartered in Stuttgart, Baden-Württemberg, Germany. The name first appeared in 1926 under Daimler-Benz but traces its origins to Daimler's 1901 Mercedes and to Karl Benz's 1886 Benz Patent Motorwagen, widely regarded as the first automobile. Mercedes-AMG became a majority owned division of Mercedes-Benz in 1998. The company was integrated into DaimlerChrysler in 1999, and became Mercedes-Benz AMG beginning on 1 January 1999. Between 2003 and 2009, Mercedes-Benz produced a limited-production sports car with McLaren Cars. The resulting Mercedes-Benz SLR McLaren was an extension of the collaboration by which Mercedes engines are used by the Team McLaren-Mercedes Formula One racing team, which was then part owned by Mercedes. McLaren ceased production of the SLR in 2009 and went on to develop its own car, the McLaren MP4-12C, launched in 2011. Besides its...
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