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In general I'd say the Mercedes. They don't produce a single vehicle that isn't loaded with luxury, even their cheapest models. BMW on the other hand, you can have some pretty plain-jane models with 1/2 the luxury of Mercedes in their lower 3 series, etc. Once you start moving up to the 7 series though, then things get interesting, but I think BMW focuses more on sportiness, whereas Merc's primary focus is luxury.
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