BMW prioritises profit over sales as second quarter earnings beat forecast

BMW said it would not sacrifice profitability in pursuit of leadership of the luxury car market, paving the way for Mercedes-Benz to overtake it as the top seller for the first time in 11 years. BMW sold 932,041 of its own brand luxury cars in the first half compared with Daimler-owned Mercedes-Benz's 1,006,619 cars. While BMW said it still wants to remain the world's leading provider of premium vehicles, it would not do so at all costs.