Mercedes-Benz is one of the most recognized luxury brands on the planet, but the company isn’t content to simply rest on its laurels.

The famed German automaker is planning to launch a new advertising campaign, as well as a redesign of its traditional logo. The company’s new slogan will be “the best or nothing,” according to the Wall Street Journal.

“Our claim has to reflect that we want to be the best in all disciplines,” sales chief Joachim Schmidt told the news source.

Mercedes hopes to hit 1.5 million car sales annually by 2015. They moved 974,700 cars in 2009, but executives are optimistic that the recovering economy coupled with their overhauls will propel the brand to success in the future. The company’s May sales were a 14% increase over the previous year’s totals.

Buying a Mercedes-Benz new can be a costly venture, but that doesn’t mean that drivers who want a Benz have to break the bank. The cars are known for their longevity, so savvy consumers can buy a used Mercedes at a fraction of the new car price.