It is a battle to the finish line between German auto giants BMW and Mercedes, competing for the top spot in the U.S. luxury automobile market.
BMW is just ahead of Mercedes by a slim margin for the month of June, selling just 2,600 cars more than the Daimler-owned, German luxury brand. June. Pundits predict a close race to the finish. Mercedes remains a nuisance to BMW, the leader in the market since 2010.
There are more than bragging rights at stake. Both companies are trying to lock in younger buyers with smaller, cheaper models, on the assumption that they will stay loyal to the brand as they age and grow wealthier. You’ve heard of starter homes—think starter luxury cars.