BMW takes on Mercedes by planning to launch 40 models over next two years

BMW AG, the luxury vehicle maker from Germany, has announced its plans to rollout 40 new and revamped models, seeking to gain the position it lost to rival Mercedes-Benz.

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In its biggest rollout so far, the Munich-based manufacturer will be launching these variants over the coming two years.

Last year, BMW’s profitability fell to a six year low, owing to sales trailing behind Mercedes for the first time in more than a decade.

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"We are launching the biggest model offensive ever," Chief Executive Officer Harald Krueger told Bloomberg. "We have started a transformation unlike anything our company has seen before."

Krueger is said to be focusing more on profitability than on sales so that resources for a costly shift to self-driving cars can be saved.

(Image source: AutoEvaluation)