Germany’s premium car manufacturers enjoyed record high prices for their luxury models in 2021 as a shortage of semiconductors restricted the supply of vehicles to major markets just as consumer demand was soaring.
Revenues per car at BMW, Audi and Mercedes-Benz increased by an average of almost 25 per cent when compared to pre-pandemic 2019, analysis carried out by Stifel bank for the Financial Times has shown.
The increase has been caused by a reversal of a decades-long trend, in which the industry produced more cars than it sold. Carmakers then offered ever higher discounts to push excess cars on to forecourts, so that sales volume targets could be reached in time for accounting deadlines.
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