1

If you are considering a luxury vehicle, there are only two options that you should

consider. BMW and Mercedes-Benz. The essence of German menufecturing, these two

manufactures is the leaders when it comes to luxury vehicle. However, it is very difficult

to decide between BMW and Mercedes because both Mercedes-Benz and BMW are

well known for their premier vehicles. Fortunately, with the right information in hand like

history, variety and style, reliability and performance, technology and safety, you should

be able to easily choose the right luxury manufacturer for you.

Story of BMW (Andrew Noakes, 2005) starts in 1910s before the First World War

when company was set up in Munich to build aircraft engines and military aircraft

engines. In the late 1920s Germany of course was still banned from indulging in this

sort of activity. BMW look around and bought into a car company in Eisenach in another

part of Germany which was already building cars called Dixie’s. dixi’s were small, cheap

and cheerful little cars which were actually likely modified Austin 7s from Britain. BMW

had great ambitions. It didn’t take them long to decide to modify this car much further

and to put in the BMW design of engine that then became the staple of the1930s

product. Throughout all this period BMW was very careful to maintain its identity. Right

from the word go the badge had been the blue and white spinner and artistic impression

of rotating propeller which is to tell us that BMW started by making aero engines and

incidentally BMW in English it means quite simply Bavarian Motor Works. In a period of
 1

not more than three or four years a whole sequence a 300 series models appear the

most technically was the 3 to 8 sports car because here was a smart, smooth, 2-liter

and 2-seater machine with a very advanced engine. One of the main attractions of the 3

to 8 was that it looks very different from the average mid 1930s sports car. 1930s mg for

instance, very square-rigged upright front radiator grille separate headlamps. Suddenly,

here comes the 3 to 8 flowing front wings, smooth and rounded front and it just looked

somehow the future of motoring. By the late 1930s the whole idea of motorsports

supremacy in Germany was all important that they entered specially streamlined 3 to 8

for an event in Italy called the Mille Miglia. In 1940s, which was a year after World War

two started. When world War 2 broke-out BMW with three major factories was making

cars in one of them, motorcycles in one of them and aero engines in the biggest factory

of all in Munich. The crunch for BMW came in about 1959 when the company came

perilously close to being close down. In 1961 a completely new generation of BMW was

born it established BMW in the company that we now know. In the late 1990s once the

BMW 1600 went on sale in the early 1960s this signaled the birth of the modern BMW

Company. The motor car was very carefully thought-out a technically modern car for the

middle class’s distinctive style, a very modern engine and a very modern chassis and

suspension underneath. Everything that BMW tried to prove with that car has been

carried on with other models ever since. The German economic miracle was well and
 1

truly in place. BMW are exporting tens of thousands of cars all over the world and to

Britain and into North America. In the 60s and 70s BMW were much clear about their

image like the other German car Mercedes-Benz, they were very keen on presenting

technical excellence, solidity and safety but unlike Mercedes-Benz, they wanted to

present glamour. By the mid 1970s the smallest BMWs were 3-series, middle-sized

BMWs were 5-series, the large BMWs were 7-series and there was usually a coupe a

line as well. They were now covering a sporting market from 1.6 liters although up to 3

or 4 liters. In the late 80s the BMW M3 was introduced. BMW have a totally consistent

Teutonic reliable image. ‘’It’s wonderful image that the rest of the world wishes it could

mine and use for its own purpose but if you or I went out to buy BMW today we are

buying an image, we are buying performance and more than that we are buying the

ability to say to the world look at me I’ve arrived’’. – Graham Robson, BMW Historian.

However, Karl Benz (Trevor legate, 2005) was the son of an engine driver born in

cars or in Germany in the 1840s. After being apprenticed to a local foundry he

eventually started up his own little engineering workshop in Mannheim. Benz seemed to

have an obsession and spent more and more and more time in his workshop and there

came a fabled occasion in 1888 when his wife and children decided that enough was

enough. One day when Benz was away, they raided the workshop borrowed the car

and went through driving it. They went all the way from Mannheim to Pforzheim. It was
 1

a remarkable achievement and here was a perfectly practical machine or shall we say

unskilled people to go out and drive. Great minds think alike because while Karl Benz

was inventing his tricycle a rather older engineer called Gottlieb Daimler was also

having his first thoughts about mechanical transport. Emile Jellineck who was a

politician have become an enthusiast for Daimler cars in 1897. He then asked for

completely new type of car in 1901. He then said oh and by the way I want you to call

him after my daughter her name is Mercedes. After the world war, neither Benz nor

Mercedes could possibly survive without help and so by 1924 they were ready to join

together. In 1933 when Adolf Hitler came to Germany, he decided to show up German

technology in almost every way and want to introduce German cars in International

motorsports, to do this he offered Mercedes-Benz a big subsidy to get involved in Grand

Prix racing. The second World War devastated Germany but only seven years after it

ended, Mercedes-Benz introduced the world’s most exiting sports car. By the end of the

1950s the company had completely recovered its poise. It was no question, the most

important car maker in Europe and the company policy was clear. There would be two

ranges of passenger cars and maybe one sports coupe a along the way. As you would

expect from Mercedes-Benz, the flagship was a quite amazing machine. This was the

new type 600 and the new generation grosser if you like which when launched in 1963

was the biggest, the heaviest and the most complicated and the most modern super car
 1

in the world. “I don’t think that there is any doubt that by 1960s the Mercedes-Benz

motorcar was screwed together better than any other machine in the world. Perhaps it’s

wrong to say it was already the best car in the world but it was certainly the best built

car in the world”. – Graham Robson, Mercedes-Benz Historian. According to Guinness

Book of World Records, the Mercedes S class is the most reliable car in the world. Not

an astonishing fact considering the remarkable history of this motor company. With a

history like that one can hardly say that the company came from humble beginnings. Its

co-founders are accredited with the creation of the first automobile as well as the first

fuel powered engine, this company is teeming with historical significance. The iconic

Mercedes-Benz emblem is displayed prestigiously on luxurious automobiles produced

by one of the most historically important motor companies in the world .

When you shop for a luxury vehicle, it’s very important that you have access to a

wide range of choices. if your choices are limited, it can nearly impossible to find the

vehicle the best suits your needs. But, when you shop for either Mercedes-Benz or

BMW, you’ll be getting access to a variety of truly excellent models. With a

comprehensive (press club, 2019) updated and significantly extended model range and

the establishment of an independent product category, the premium manufacturer BMW

has redefined its position within the luxury segment. The spectrum at the top of BMW’s
 1

model range is wide than it has ever been. The model offensive is one of the central

field of action within the corporate NUMBER ONE > NEXT strategy for securing the

sustainable growth of the BMW group on the global automotive market. Two years after

the commencement of the model offensive in the luxury segment, BMW offers the most

discerning target groups in the luxury segment a unique variety of vehicles that combine

the utmost exclusivity and a superior driving experience. The two-door model was

developed alongside the long-distance racing car BMW M8 GTE and combines

outstanding dynamic with sporty elegance and cutting-edge luxury. With the new BMW

8 series convertible, one can now add fascinating open air pleasure to the unique

driving experience. The new BMW 7 series once again sets benchmarks in the luxury

sedan segment. With an avant-grade design and a both powerful and efficient plug-in-

hybrid drive system, the BMW i8 coupe has become the epitome of sustainable

sportiness. BMW also provide BMW M-line, BMW i-line, and the X and Z4 series.

However, as a “full-time” manufacturer, Mercedes-Benz offers sedan, convertibles,

coupes and SUVs. You can find diesel-engine models, roadsters, and a wagon, as well

as ultra-high performance AMG variants. There’s even a high-capacity van,

the Mercedes-Benz Sprinter. In short, you’ve got a lot of choices. As the driver, you

want a vehicle that best fits your driving habits, as well as one that meets the

requirements of you and your family. You’ll be able to choose from three classes of
 1

luxury sedan-C-Class, E-Class and S-Class-as well as the E-Class Wagon and the

ever-popular Mercedes-Maybach. C class Mercedes sedan includes C230, C280,

CLK350, CLK550. E class sedan includes E350, E550, E400, E250. S class sedan

includes S400, S550, S600, S63, S65, S430.

If you’re making the investment of purchasing a luxury vehicle, you want to make

sure that any model you (bimmer diy) choose is going to reliably perform for hundreds

of thousands of miles into the future. One of the only complain people ever here about

BMW is that they are unreliable. Interestingly enough, many people that have told me

that BMW are unreliable have never even owned one in the first place. BMWs are an

extremely popular and sought after vehicle because of their reputation as being

phenomenally drive-friendly cars, blending luxury with performance. The one caveat is

that BMWs have a reputation for being unreliable vehicle and extremely expensive to

maintain. A common grip has been that BMW is a little too comfortable with putting

plastic parts in its coolant system, including the older 3 series; it is now only one on a

list of many maintenance concerns. It is unfair to say that all BMWs are unreliable or the

cost of ownership is considerably more than most other vehicles. With the 2013 BMW 1

series receiving a 5 out of 5 for reliability. If you take care of your BMW and stick to the

maintenance schedule, the engine will last longer. Overall, its true BMWs are not the

most reliable cars in terms of cost of maintenance and frequency of components

breaking. On the other hand, the performance, design and comfort offset the fact that

for many BMW owners they are not the most reliable cars. Whereas, when you begin

search into the reliability of Mercedes-Benz, consumer re89ports are a really good

starting point. Reliability survey, newer Mercedes were awarded 3-star in the site’s 5-

star ranking. Reliability index report – one which takes into account the number of

problem owners experienced over the 12 months prior to the report, Mercedes placed

30 out of 40 manufactures in the listing. On one hand, we can applaud them for the fact

that they adopt new technology into their models quickly, but on the other, electrics are

a core issue they are reported for when it comes to common problem areas and,

therefore, a reason why they often have a low reliability score. However, they do have

an impressive score for build quality and overall performance. So it depends on what is

more important to you as a driver and buyer. Ultimately, Mercedes-Benz still makes

great cars that are worth the money, but we can’t ignore that the new technology could

lead to problems later down the line. A luxury vehicle, perhaps more than anything else,

should be a performance vehicle, and this is also one of the best reasons to choose

either a Mercedes-Benz or a BMW. These manufacturers have focused on producing

the performance-focused vehicles that consumers care about, making either of these

brands top choices. If you’re looking for a smaller luxury car, your best bet is a BMW.

The BMW lines of small luxury cars, like the popular 3 Series and 4 Series, regularly
 1

lead the luxury class when it comes to performance, as do their luxury SUVs. While the

Mercedes-Benz CLS-Class is one of the highest performing large luxury sedans on the

road today, the overall winner when it comes to luxury performance is BMW. Any

consumer looking for style and performance in the same convenient package should

choose a vehicle produced by BMW.

Another important area to consider when you’re comparing two premier

automobile manufacturers is what they offer in terms of technology features. Without the

right technology, you won’t be able to get full enjoyment of your luxury vehicle, so

closely considering this area is critical when purchasing a car. The signature piece of

technology that entices many consumers to purchase a Mercedes-Benz vehicle is the

mbrace® system. The mbrace system is a collection of technology designed

for Mercedes-Benz vehicles in order to give your driving experience a new level of

connectivity. Complete with features that offer entertainment, information, convenience

and more behind the wheel, this feature is a must-have for new Mercedes-Benz owners.

With this mbrace system you can control your car within your smart phones or

computers. On the other hand, BMW have use totally different technology. The most

important advantage is explained by the name itself: Head-up Display. It means that

your head or eyes don‘t have to be redirected to the instrument cluster in the dashboard
 1

to read important information. All driver-relevant data is displayed in brilliant resolution

in the driver's direct field of vision. The driver does not have to take their eyes off the

road, providing a big safety benefit. It also prevents the regular phenomenon of ‘flying

blind’: when a driver is distracted and not looking directly at the road, at a speed of

50kph they will still travels a good 14 meters per second. And what is useful in everyday

traffic can also be helpful on the race track. One of the most interesting systems is the

lane assistant program. It assists the driver in keeping the vehicle in the middle of the

occupied lane. Dedicated radars are used to monitor the lane. System ensures the

driver keeps their hands on the steering wheel at all times. Otherwise, standby mode is

switched on in order to prevent a collision. The lane assistant program designed by

BMW also takes care to avoid colliding with vehicles on the left and right, not just ahead

and back. In case the car precariously veers of its lane, driving direction undergoes an

automatic correction. When it crosses the broken line at a speed of over 70 km/h

without the turn-signal on, the system may begin vibrating the steering wheel in order to

signal to the driver the need to correct the course and avoid a collision or accident.

In conclusion, you know more about the different areas that matter in luxury

vehicles like BMW and Mercedes. It is very hard to choose among these two luxury cars

on the bases of history, variety and style, reliability and performance, technology and
 1

safety. Choice will be different according to preference but from my point of view both

BMW and Mercedes are winner in all the features.

Bibliography

Noakes A. (2005), The Ultimate History of BMW, Page no. 8-15, 17-22,112-133,

180-192

Legate T. (2005), The Ultimate history of Mercedes-Benz, Page no. 6-9, 98-104,

176-180

Press Club (2019) A unique variety of exclusive refinement: the BMW model

offensive in the luxury segment.

Bimmer Diy
 1

COMPARISON OF LUXURY AUTOMOTIVE BRANDS:

BMW AND MERCEDES-BENZ

Dhara Rakholiya

Laurentian University

18 November 2019

Author Note

This paper was prepared for EAP3 Fall 2019,

taught by Neil Swanson.