Which Brand Will be Crowned the 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 six leading luxury brands in a head-to-head comparison of sales, shopper volume, competitive cross-shopping and conversion.

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