Mercedes Says Consumers Could Care Less Who Is The Best-Selling Luxury Brand

Mercedes-Benz concedes arch-rival BMW likely will remain as America’s best-selling luxury brand in 2012.

But Mercedes expects to ultimately claim the title, not that it matters much beyond industry bragging rights, says Steve Cannon, CEO of Mercedes-Benz USA.

“We don’t expect to be No.1 this year, and I’m fine with that,” he tells WardsAuto. “We’re not going to ratchet up incentives and do other things to get to the top. I’m a competitive guy and I’d take No.1, but I want to get there naturally.”

The home office in Stuttgart, Germany, feels the same way, Cannon says. “There has been zero pressure. They are happy with our performance in the U.S. No one is saying, ‘Steve, here’s a pile of money, go out and win a sales title.’”