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Merc beauties in comeback war?

autos Updated: Jan 04, 2010 21:39 IST
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In what promises to be the year of the most intense competition in the domestic luxury car market, Mercedes Benz on Monday threw the first punch launching two new cars — S500 L and SUV GL350 class — just a day ahead of arch rival BMW’s three launches.

For the first time in over a decade, Mercedes has lost its coveted leadership position in the luxury car space to BMW and is also being chased hard by another German carmaker Audi in the third place. While Mercedes Benz managing director and CEO Wilfried Aulbur will not admit it, the launches are a way to wrest the initiative.

"This is going to be a blockbuster year for Mercedes and we will grow in strong double digits," Aulbur said. "However our focus is not on leadership but on profitable growth."