Autos: Can Mercedes Be a Star Again?

(5 of 5)

Even Mercedes' German rivals, while eager to exploit the sales opportunity, are rooting for a modest recovery. "In the end it's also a German brand," says Ralph Weyler, the board member responsible for sales and marketing at Audi. "Generally, it prompts the discussion, Are the Japanese better than the Germans? We're all thrown into the same pot."

These problems present a unique opportunity for new CEO Zetsche. If the quality and reliability issues have truly been dealt with--and the indications are growing that they have been-- Mercedes will once again take its place at or near the top of the heap. "It would be foolish to believe Mercedes' weaknesses will exist for very long," says Stuart McCullough, the European director for Lexus. The big question is how quickly those scared off by the quality problems will come back. The goodwill is clearly there. "I personally haven't given up on Mercedes-Benz," says Hurvitz, the financial-company president in Rockville who switched to a Lexus. "I loved the older ones and what I perceived the car stood for. I still hope that [the company] can turn itself around." Germany is hoping so too.