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BMW, Mercedes Chase U.S. Luxury Sales Crown

For 1st time, two German makers vie for lead.

by on Dec.05, 2011

Mercedes is hoping the new C-Class Coupe will generate enough sales to give it a boost over BMW.

For the first time ever, two German camakers, Mercedes-Benz and BMW, are dueling for the honor of being the top luxury brand in the United States.

Lexus, Toyota’s high-line marque, has held the title for the past several years. But it is expected to surrender the title as the best-selling luxury brand in the U.S. — the world’s  largest market for expensive cars – due to production cuts resulting from the March earthquake and tsunami that devastated Japan.

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“I anticipate Lexus will push its iconic ‘December to Remember’ message hard next month in the hopes of closing the gap with Mercedes-Benz and BMW,” said Jessica Caldwell,  the senior analyst at, “though there is no chance Lexus will keep its leader status this year.”