• USA Today, Wednesday, June 20, 2007 11:30 AM

During the marriage of Daimler and Chrysler, the German executives running the company fought to keep Mercedes and Chrysler separate to preserve Mercedes' luxury image. But Mercedes appears to have taken one key thing from the union: It gained insight into the American consumer and is better poised to woo U.S. buyers.

Germans are used to waiting weeks for their cars to arrive, while Americans want to buy cars off the lot. Germans love technology and don't mind wading through gigantic manuals to figure out their cars. Americans want things easier. Americans love a car with oomph when you step on the gas; Germans care more about road handling. We love cup holders; Germans don't know why we'd want to do anything in our cars but drive.

The automaker seemed indifferent to American tastes before, admits Skipper Beck, a Mercedes dealer in Charlotte, but that's changed. "They definitely have their eye on what it takes to be successful here," he says.

Read the whole story at USA Today »