It’s one of the most bitter battles in the American automotive marketplace, and it pits two of Germany’s luxury automakers in a grab for the brass ring. But this year, Mercedes-Benz is betting it can topple rival BMW to become the best-selling luxury automotive brand in the world’s largest high-end market.
But volume alone isn’t the measure of success, said Mercedes’ top American executive. The maker is looking at significant future growth that it hopes will also position it as the industry leader in terms of gross margins.
And key to that growth, said Mercedes-Benz U.S. Chief Executive Steve Cannon, is a wave of new products that will not only cover existing market segments but also some “white space” areas where the luxury maker currently doesn’t participate.