When asked if Toyota's safety recall issues would lead to Mercedes-Benz and BMW trying to grab sales from luxury rival Lexus in the United States, both carmakers showed no enthusiasm for such a move.
Ian Robertson, BMW's sales and marketing chief, said: “I will not, and I mean that seriously. It's not what we do.” Robertson said Toyota will recover from the recall crisis. "At the end of the day they are still a good company."
Joachim Schmidt, Mercedes head of sales and marketing, said: "That's not the way we do business."
Schadenfreude would be dangerous for Mercedes. Four years ago the brand's image was badly hurt by a global recall of 680,000 Mercedes-Benz cars equipped with a brake-by-wire system it touted as revolutionary.
Even Toyota's rivals in the mass market are not enjoying the Japanese carmaker's misfortune.
Opel/Vauxhall marketing chief Alain Visser said: "I'm sure that the Toyota team are seeing some customers disappearing and I am sure that some of these customers go to other brands including ourselves. But we have no data to show that we are capturing more Toyota customers than before."
He added: "We think it's a very serious issue and you can only hope that it never happens to you."