Mercedes Still Trailing Behind BMW and Audi in Premium Sales Race for Number 1 Spot

A year ago, Mercedes-Benz CEO Dieter Zetsche sent a letter to his employees claiming that the three-point star brand must regain the top spot that it lost in 2005 in the premium segment.

“We are Daimler – we should be ahead of the pack!” proclaimed Zetsche who added at the time that in no way should they “be content with a solid second or even third place”.

Unfortunately, Mercedes’ global domination plan doesn’t seem to bear fruit. If anything, the company has fallen even further behind BMW and Audi, which are the number one and two premium carmakers in the world respectively.

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