Mercedes-Benz Maker Daimler AG To Be 2016’s Biggest Luxury Automaker?

Dec 11, 2016 07:03 AM EST | Joanne Zamora

With more than 1,893,000 vehicles sold since 2016 began, Mercedes-Benz, a division of the German car company Daimler AG, has already surpassed its expected sales (the total sales it garnered in 2015) in the first 11 months of this year. The brand, founded in 1926, is known for its luxury vehicles, buses, coaches, and trucks.

Mercedes-Benz is one of the most recognized brands worldwide, with its headquarters stationed in Stuttgart, Baden-Württemberg, Germany, The luxury brand is epitomized by its iconic slogan: "The best or nothing." Daimler AG CEO Dieter Zetsche reflected on the company's 2020 target of becoming the world's biggest premium automaker, according to Automotive News. He then proceeded to make the bold pronouncement that the company would achieve the feat four years ahead of time, thanks to brands like Mercedes-Benz.

The goal was announced by Zetsche in 2011. Back then, Zetsche said, everyone laughed at the announcement. The Mercedes-Benz brand would be back on top for the first time since 2005, when it lost the crown to BMW, if that target were achieved.

In the first ten months, the sales of Mercedes-Benz grew 12 percent to 1.71 million vehicles, outdoing its rivals. A 5.5 percent increase of sales to BMW brought 1.64 million units while Audi landed third-place with a 4.2 percent rise to 1.55 million units.

In November, Mercedes-Benz increased its unit sales by 12.7 percent to 182,602 vehicles, achieving its 45th consecutive record month. BMW and Audi have yet to report their brand sales for November. Mercedes-Benz is on its way to meet its 10 percent return on sales target and strike back because of an aggressive product movement that included the expansion of its compact car range. 

Last month, Mercedes-Benz was the brand with the most new car registrations in Germany, France, Switzerland, Austria, Japan, Taiwan, Canada, Mexico and the USA, according to DaimlerMercedes is also on track to win the U.S. luxury sales title, concluding the year-to-date through November at 18,000 unit sales ahead of Lexus and 28,000 vehicles ahead of BMW.

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