Daimler CEO says Mercedes-Benz may not grab US luxury sales crown

Article by Anita Panait, on July 15, 2013

As early as this time of the year, Daimler chief executive Dieter Zetsche is admitting that Mercedes-Benz may not be able to become the best-selling luxury brand in the United States. Zetsche remarked that he does not think that Mercedes would be No. 1 at the end of 2013, adding “that’s ok.” He said they “won’t play any games.”

Zetsche CEO was in Canada for the North American introduction of the revamped S-class sedan. At the end of the first half of 2013, Mercedes is still leading the US sales race by 1,519 vehicles against main rival BMW, the best-selling luxury car in the past two years.

Mercedes posted a 10-percent gain in sales in the US in the first half of 2013 to 141,950. BMW, on the other hand, posted an 11-percent surge in the period to 140,431. The figures don’t include Daimler’s cargo vans and Smart cars and BMW’s Mini brand, since they are not luxury vehicles.

BMW managed to capture the top spot in 2012 after posting a huge December increase in sales. In terms of vehicle registrations, Mercedes won against BMW in 2012, according to researcher R.L. Polk & Co. Zetsche is aiming to have Mercedes to surpass both BMW and Audi in global sales and profit by 2020.

In the first quarter of 2013, Mercedes has an operating profit that was 3.3 percent of sales, compared with 11.1 percent for Audi and 9.9 percent for BMW.

If you liked the article, share on:


Login or Create new account to add a comment!


Many have been excited with the impending arrival of the next-generation Jeep Wrangler and the new 2019 Jeep Grand Wagoneer, which is slated to be the brand’s new range-topping model....
by - October 21, 2016
Chevrolet has taken the wraps off its new Chevrolet Colorado ZH2 at the fall meeting of the Association of the United States Army (AUSA). Tagged as the most extreme fuel-cell-powered...
by - October 21, 2016
Honda has unveiled the fifth generation of its hot-selling SUV – the 2017 Honda CR-V. The latest iteration of the CR-V should help it maintain its benchmark status in the...
by - October 21, 2016
Many are already expecting BMW to launch an ultra luxurious SUV that will serve at its new flagship by late 2018. Larger than the X5 and X6, the new X7...
by - October 21, 2016
Most of you may have heard or already have one of those autonomous home appliances doing the house chores. Thus, it’s not anymore unusual to see a car going places...
by - October 20, 2016