BMW Vs. Mercedes-Benz: The Oldest Rivalry In Automotive History (2024)

Feb. 14, 2024 8:00 PM ET by Lucia Forlini Cataldo Comparison / 16 Comments

BMW and Mercedes-Benz are likely the most well-known German automakers globally. Their rivalry is legendary; from their ongoing sales war to the race for innovation and technological development, these two automakers have been at the forefront of the automotive industry for the better part of the last century.

So, is Mercedes-Benz better than BMW?

Well, it's ultimately a question of personal preference and what you want to get out of your car. Let's dive into the history of the two brands, their different philosophies, and what's on offer in their lineups today.

The origins of the company we now know as Mercedes-Benz are closely tied to the beginnings of the motor car. In the late 19th century, Gottlieb Daimler and Wilhelm Maybach started their own company, DMG. Around the same time, Karl Benz built the Patent Motorwagen.

In 1924, Benz, Daimler, and Maybach began collaborating, forming a joint venture known as Daimler-Benz AG. The cars it produced took on the name Mercedes-Benz, named after Mercedes Jellinek. Her father, Emil Jellinek-Mercedes, registered a trademark DMG for the "1901 Mercedes 35 HP" in 1901. That's where the brand officially started, as it was the first patent to include the name "Mercedes."

After World War II, Mercedes enjoyed a period of growth throughout the '50s and '60s. The '60s also saw two significant developments for the brand. The first was the acquisition of the Maybach premium brand, which is still active today. The second was the origin of the AMG brand.

In the late '90s, Daimler merged with Chrysler, the largest cross-border commercial deal ever at the time. This lasted until 2007 when the two companies parted ways.

BMW started as an aircraft engine company (Its first plane had a straight-six engine) in 1916 under the name Bayerische Flugzeugwerke. Motorcycle engines, household appliances, and farming equipment followed shortly afterward. In 1922, the company acquired its current name, Bayerische Motoren Werke, and the following year, the R32 motorcycle debuted.

BMW started producing cars in 1928 when it purchased a factory that made Austin 7s. BMW made some changes to the 7 and sold it as the Dixi, wearing a BMW badge. After the war, BMW began to work its way back towards producing new vehicles, and the first post-war BMW car (the 501) hit the market in 1951.

Over the following decades, BMW grew into the market-dominating automaker they are today, expanding globally in the '70s and establishing the legendary BMW Motorsport division. In 1994, the first BMW factory in the United States opened in South Carolina.

In the same year, the company acquired the Rover Group. However, the original plan to include all Rover Group brands in the BMW family could not be achieved. BMW sold the Rover Group, retaining only the Mini brand. A year later, the successful acquisition of Rolls-Royce was completed, further expanding the BMW Group.

Today, BMW is one of the most popular car brands worldwide, staying true to its roots with a strong presence in motorsports and a focus on performance.

BMW and Mercedes-Benz still have had an ongoing healthy rivalry for decades, playfully mocking each other through their marketing campaigns. One notable example is BMW's mid-2000s "front-wheel-drive animals" ad series, where animals usually propelled by their rear legs were edited to give them a "front-wheel-drive" appearance with the caption "That's why we don't have front wheel drives." A few years later, BMW realized Mercedes was right and started producing FWD cars. Awkward. It's all in good spirit, however. When Dieter Zetsche retired as Mercedes-Benz's CEO in 2019, BMW made an ad dedicated to the man who spent most of his adult life working for the competition. This came after Mercedes-Benz made a commercial thanking BMW for 100 years of competition.

The BMW and Mercedes-Benz rivalry involves every aspect of their design, production, and sales process, stemming from the different philosophies that drive their vehicles: the track beast and the executive chariot, the racing driver and the chauffeur.

Let's explore some differences between the two brands that constitute the driving force of their historical rivalry.

BMW and Mercedes-Benz have different approaches to design. Mercedes' design philosophy is grown-up and sophisticated, with the primary focus firmly on luxury and comfort. This is reflected in their cars' styling cues, with softer, sleek lines and rounded contours. B

BMW approaches car design with performance as the main driving force. The result is a style characterized by more angular, aggressive lines that match the car's driving experience. In the M series of high-performance models, additional styling elements, such as a different grille style and vivid M colors, emphasize the connection with the world of motorsports.

Mercedes' AMG models used to be understated and elegant cars, and you had to look very carefully to differentiate them from the cars they were based on. In later years, AMG also started adopting a more aggressive approach. The first standalone AMG product, the SLS, is as exuberant as they come. Naturally, AMG also has close ties to racing, and multiple examples of racing technology have made its way to the road. The most obvious example is the AMG One, equipped with a Formula 1 engine.

The two brands offer different driving experiences, one focused on performance and the other emphasizing comfort and luxury.

BMW's primary focus has been exceptional performance for most of the brand's history, with advertising taglines such as "The Ultimate Driving Machine" and "Sheer Driving Pleasure" that have become famous worldwide. With its lineup consisting almost entirely of rear-wheel-drive cars until recent years, BMW has long been the favorite among driving enthusiasts, and its strong participation in motorsport helped establish the company's image in that regard. BMW is also intrinsically linked to the straight-six engine, though (arguably) the best M car of all time was equipped with a naturally aspirated V8.

The Mercedes-Benz user experience has a slightly different focus. Though both BMW and Mercedes offer luxury cars, Mercedes emphasizes a plush ride and high-quality materials throughout the interior as the defining feature of their vehicles.

When it comes to AMG-badged cars, Mercedes followed a strict protocol for two decades. It equipped whatever car with an overpowered engine and gave it a loose rear end. BMWs have traditionally set faster lap times, while AMGs have been more fun to drive. Sideways.

Mercedes AMG is undisputedly connected to the V8, whether naturally aspirated, turbocharged, or supercharged. Lately, it has been downsizing quite a lot.

BMW and Mercedes-Benz offer various advanced features to ensure a safe and comfortable driving experience.

BMW compromise between purely touchscreen-based infotainment and physical controls: BMW's Live co*ckpit Plus, an infotainment system with built-in satnav, can be used via a touchscreen or a rotary dial on the center console. Tech Packs are also available for several models, adding further high-end technological features.

BMW's infotainment system is called iDrive and has been standard on most BMW models since being introduced on the 7 Series in 2001; ever since then, it has grown increasingly sophisticated, with features such as Apple CarPlay and Android Auto integration, Bluetooth connection, and dynamic navigation that adapts to traffic conditions.

Mercedes, on the other hand, offers the MBUX system (introduced in 2018 with the fourth-generation A-Class), which uses artificial intelligence to learn your personal preferences, from frequently taken routes to choice of radio station.

BMWs are packed with safety features, many of which come as standard equipment; these include lane-departure warning, speed limit assist, active lane-keeping assist, and automatic emergency braking. The optional Driving Assistant package, available on some models, adds extra features such as adaptive cruise control and rear cross-traffic warning.

Mercedes vehicles are equipped with similar levels of safety tech, including features such as active brake assist and fatigue monitor. The optional Driving Assistance package adds active braking assist, active blind spot assist, active distance assist, and an exit warning function.

Both manufacturers build solid cars and have both secured Top Safety Pick Plus awards from the IIHS.

Both brands offer a wide range of models, from luxury vehicles to compact cars, sports cars, and everything in between.

On the Mercedes side, the C-Class offers a compact package of practicality and comfort; the E-Class is a midsize luxury car with an upscale interior, and the S-Class is Mercedes' flagship full-size luxury car, with plenty of room for passengers to stretch out in total comfort.

BMW has an advantage in the sports car segment by offering the Z4, the only roadster in both brands' lineup; the Mercedes equivalent, the SLC, was discontinued in 2020. The 2-, 3-, and 4-Series are at the more compact end of the spectrum, providing the high-performance driving experience expected of a BMW in a more compact vehicle; further down the lineup, the 5-Series is a midsize luxury sedan that will soon be joined by the new M5 Wagon. The 7-Series is BMW's flagship large luxury car, loaded with premium features like the BMW Theatre Screen.

Many of the models in BMW's lineup are also available in an M variant ("M" being the legendary BMW performance division), providing further enjoyment for car enthusiasts and staying true to the philosophy of "Sheer Driving Pleasure."

The Mercedes-Benz family of SUVs includes the GLA, a compact crossover-style vehicle, the GLE as a midsize option, and the GLS, a full-size SUV with three rows of seating and plenty of cargo space for busy families. The G-Class is the most iconic and luxurious Mercedes SUV, colloquially known as the "G-Wagen." With its characteristic angular lines, rugged looks, and luxurious cabin, the G-Wagen has long been the off-roader of choice for VIPs worldwide.

BMW offers a wide range of SUVs, from the sub-compact to full-size, through its X range (X1 to X7). For the X3, X4, X5, and X6, an M version is also on offer for buyers who need the practicality and space of an SUV but don't want to compromise on the high level of performance that characterizes the BMW brand.

BMW's alternative to the G-Wagen is arguably the XM. While the latter can't off-road, you'll hardly ever see a G-Class off the beaten track. The XM was designed to be obnoxious and draw attention; in that regard, it's a worthy competitor to the G63.

Like most major automakers, both Mercedes-Benz and BMW are embracing the global move towards electrification: both brands offer several electric vehicles as part of their lineup.

The BMW i7 is the most luxurious among BMW's electric cars, and it shows that driving an all-electric vehicle doesn't have to mean giving up on comfort and high-end features. In the Mercedes camp, the EQS sedan is at the top of the lineup, with an AMG version available and a host of luxury features such as a 64-color ambient lighting system and high-quality materials throughout the interior.

Both Mercedes and BMW have a robust electrification strategy in place. The Mercedes-Benz plan, dubbed "Ambition 2039", is to make the entire fleet of new Mercedes cars carbon-neutral throughout every production stage by 2039. Mercedes plans to make its entire lineup fully electric by the end of this decade.

BMW's plan is for electric vehicles to constitute 50% of all deliveries by 2030. Instead of going the all-electric route, BMW's Neue Klasse plan includes electric, gas-powered, and hydrogen fuel-cell vehicles. In short, BMW is not putting all its eggs in one basket.

BMW and Mercedes have been engaged in a sales war ever since BMW established itself as a serious presence in the automotive world.

As the two most prominent names in the German automotive industry, competition between them is fierce. In the three years before the Covid pandemic, Mercedes was in the lead regarding the number of cars sold globally; however, post-pandemic, the balance has tipped in favor of BMW.

Here is an overview of both BMW's and Mercedes' sales figures (US and global) for the years 2018-2022.