Audi's models A7 and S7 have been discontinued, potentially giving BMW's 7 Series a significant market advantage.
In the competitive world of luxury automobiles, the Audi A6 and BMW 7 Series are making waves in the full-size luxury sedan segment.
Over the past year and a half, less than 3,000 Audi A7 models were sold in the US market, leading to a significant shift in Audi's strategy. As a result, the Audi A4 has been folded into the Audi A5, positioning it to compete with the BMW 3 Series, while the remaining sedans in the US market will be the A6 and the RS 7.
The Audi A6, priced around $70,000, offers a more affordable option compared to the BMW 7 Series. This pricing strategy may boost A6 sales and further increase BMW 7 Series sales, as both models now compete directly in the stock market today.
BMW, on the other hand, has been leading US sales among the Germans, selling 36,000 more units than Mercedes in the first half of the year. The BMW 7 Series continues to dominate the full-size luxury sedan segment, with 5,707 units sold in 2025 alone.
The BMW 7 Series is available in 7 different versions, including gas-powered models, electric i7 models, and a hybrid BMW 750e xDrive. The BMW 7 Series shoppers have a variety of powertrains to choose from, providing flexibility in their purchasing decisions.
The Audi A7 and S7, with starting prices of $72,000 and $85,700 respectively, are no longer available in the US market. This reduction in Audi's limousine portfolio has opened up opportunities for other automakers, such as MG (Morris Garages), who expect a sales increase in the large luxury sedan segment.
Some Audi loyalists who can't afford or don't want the high-performance RS 7 or the expensive A8 may consider moving to BMW. The Audi RS 7 now costs $132,000, positioning it closer to the BMW 5 Series than the 7 Series.
However, the sales data for the Mercedes S Class is currently uncertain, making it unclear how it fits into the competition between the Audi A6 and the BMW 7 Series in the stock market today. As the market continues to evolve, it will be interesting to see how these luxury sedans fare in the coming years.
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