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Who will be Crowned “King of Luxury”? Sales volumes to date reinforce that Mercedes-Benz and BMW will be in a tight race for the 2012 U.S. luxury-vehicle sales crown. Less clear is how Mercedes-Benz and BMW are driving sales, and how susceptible each brand is to losing sales to other rivals, such as Lexus. This white paper will provide an overview of the luxury car market for the first quarter of 2012 and includes an analysis of the leading luxury brands in a head-to-head comparison of sales, shopper volume, competitive cross-shop and conversion.
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Tom Lucido is the Director of Client Services at Millward Brown Digital. He is a graduate of the MA program at Wayne State University in Industrial Organizational Psychology. Connect with Tom on LinkedIn