German auto major Mercedes Benz has decided to introduce up to 10 new brands in the next three years to regain the numero uno position by 2015, Economic Times reported.

The company aims to hit back at its rival which has toppled it from the top position in the Indian luxury segment. BMW is not ready to give away its position soon and would redefine leadership by taking it to a new level of brand positioning, customer satisfaction, technology and also being an employer of choice.

"Our entire product portfolio relevant to the Indian market will come here in the next three years... I think, we will have 9 to 10 new brands by then," Mercedes-Benz India Director (Sales & Marketing) Debashis Mitra said. 

The new products will also include the company’s smaller cars. “We are the market leader in all the segments we are present, except the E-Class… The actual game of numbers will start when all luxury manufacturers will have their products here,”said Mitra on losing its numero uno position in the luxury car market in India.

When the company has its full range of products in the next three years, Mercedes Benz would try to regain the number one position in the Indian luxury car market by 2015, he added. 

In 2009, Mercedes Benz India lost its leadership position to BMW in 2009. Mercedes Benz had sold 3,247 units as against BMW’s 3,619 units. 

In 2010, Mercedes Benz sold 5,819 cars compared to 6,246 units of BMW. Mercedes Benz’s aim at present is to have a “profitable growth”, adding BMW had gained in volumes due to the entry level SUV 1 and not necessarily due to growth in other core segment of luxury cars. 

Mercedes-Benz is a German manufacturer of automobiles, buses, coachesand trucks. It is a unit of its parent company, Daimler AG.