For 2020, all three German premium automotive brands aim to become No. 1 in sales. In fact, worldwide demand for premium cars by far outgrows the global market, mainly due to the strong demand for premium vehicles from China and the US. For premium OEMs, the resulting challenge is to conquer new, additional customer segments while simultaneously transmitting authentic brand values to existing customers. This viewpoint presents six key levers in order to lead the marketing and sales models to strategic and operational excellence. 

pdf 2013