Dieter Zetsche, CEO Daimler, in 2017 E-Class

I like the very Apple approach Mercedes-Benz is taking as reported in Automotive News today:

"Daimler CEO Dieter Zetsche says the Mercedes-Benz brand will not sacrifice profit margins in its quest to overtake rival BMW and become the best-selling luxury car brand globally.

Zetsche has tasked Mercedes with becoming the leading premium carmaker by 2020 after it sold 1.87 million cars in 2015, leapfrogging Volkswagen Group's Audi on 1.80 million, but still trailing the BMW brand on 1.91 million.

"The volume lead should be the consequence of having the best offering," Zetsche said. "If we accomplish this, it is a natural consequence that more people will choose us."

source: Automotive News