Mercedes boss Dieter Zetsche has set his company the target of being the world's largest premium car maker by 2020 - not just in terms of sales, but also in terms of brand strength, product quality and profitability.
No small task then. Especially when you consider the three-pointed star (1.26 million cars sold in 2011) is currently trailing BMW (1.66m) and Audi (1.30m). To overtake its rivals of course means doing a better job than them, because they're not exactly standing still.
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