Mercedes says it will top BMW in U.S. sales this year

Mercedes-Benz has vowed to dethrone BMW as the United States’ best-selling luxury brand in 2013. Mercedes narrowly lost out to its cross-country rival for each of the last two years.

Steve Cannon, CEO of Mercedes-Benz USA, predicts that Mercedes-Benz will be able to outpace BMW for the full year based on its new lineup. Cannon says Mercedes won’t be forced to turn to incentives to knock-off BMW.

“We’re going to have a great year,” Cannon told Automotive News. “And when we beat BMW, it will be based on natural sales [and] great execution.”

He added that Mercedes won’t need a “last-minute sale” to beat BMW.

Mercedes currently holds a 3,000 unit advantage over BMW, and Cannon says the company’s redesigned S-Class and all-new CLA will keep Mercedes in the lead for the remainder of the year. However, Mercedes also held a lead over BMW this time last year, before a strong December propelled BMW past its in-country rival.

BMW ended up beating Mercedes by 7,000 units last year, but it wasn’t without controversy. Mercedes execs accused BMW of padding its stats by counting loaner car sales to dealers.

BMW finished 2011 and 2012 as the U.S.’ best-selling luxury marque, ending Lexus’ 11-year run at the top.

Photo by Mark Elias. 

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