Mercedes-Benz doesn’t just want to beat BMW in the US—it wants to dominate. The Stuttgart-based automaker aims to become the country’s top luxury brand within the next few years, targeting annual sales of 400,000 units, not including fleet deliveries.

 

At a recent dealer meeting in Las Vegas—first reported by Automotive News—Mercedes-Benz USA CEO Adam Chamberlain outlined how the company plans to reach that goal. A key part of that strategy is an aggressive product rollout.