Is Mercedes Next? Lexus Poised To Overtake BMW In US Sales Race

Assuming Lexus will beat BMW, it will be because BMW isn't in the game to win not because Lexus is on fire. Mercedes has the fire.

Unlikely. With Merc's trend to march ever downward (The Best or Nothing™ my ass) they continue to attract the exact type of buyer that they have shunned for years. Sullying the brand, IMHO.

"Ever downward". WTF? Mercedes releases a CLA and they're all of a sudden a non-premium brand? Please already. Maybe you forget that they also released the Maybach line and have added several more levels to the AMG-GT and are working on the AMG-GT4.

The luxury crown has been passed among brands a few times already. For many years Lexus was the top selling luxury make in the US.

It's not about sales, it's about profit.

It appears the article cites only U.S. sales for September 2017, which were affected dramatically (i.e., skewed?) by Hurricane Harvey's damage. No mention of year-to-date sales numbers, which are far more important. And as supermoto mentions, profit is of paramount importance, anyone can temporarily (non-sustainably) raise unit sales by blowing out inventory at fireside sale prices.

Who cares if Lexus outsells real luxury brands.. They are cheaper, look generic and feel like over priced Toyotas that share parts.

Define "real luxury brands", BMW 320/330, X1, 230, X3, MB CLA, GLA, GLA, GLC, Audi A3, A4 Q3, Q5 are real luxury?

Mercedes and BMW have the better balance of sales across their line than Lexus. I would even argue that Audi has better spread. Lexus relies very heavily on 3 vehicles (ES, NX, and RX) for their sales numbers. Why does this matter? It's about brand image. Yes, they might have successful sales, but do buyers really consider Lexus in the same league as the Germans? Based on direct sales comparisons of the IS, RC, GS, LS, and LX, the answer would be a resounding no and it's not even close. Based on the sales of the 3 aforementioned cars and their sales price points in comparison to their direct rivals, buyers may see Lexus as a value-alternative, not far removed from a Buick or Volvo.
Maybe the LC and LS will change that perception. Time will tell.

Mercedes ? probably not.. Looking at the rear of the The new Mercedes A class, I thought it weas a Lexus !!

As Audi takes sales from MB and BMW, Lexus will get the win. Though MB may fight back by further going down market.

Eight months later, Tesla is crushing both Mercedes and BMW in the USA. CRUSHING THEM.