BMW and Mercedes-Benz use prestige pricing and profitability. In using these two price objectives, let's look at the prestige objectives first. Prestige goals set a relatively high price for developing and maintaining an image of quality and exclusivity (Boone and Kurts 2013). Mercedes and BMW will forever maintain an order of prestige and respect when it comes to pricing. Both demonstrate dedication to German engineers. BMW's motto is the ultimate driving machine. They focus on clear performance and overall driving experience. BMW is aimed more at the aggressive and dynamic consumer. On the other hand, the Mercedes presents itself as the luxury model for those who are less interested in bite but more in class. They target the more expensive consumer of the older class. Both brands offer models capable of satisfying the competitive needs of this clientele (Bergado