DETROIT ( TheStreet) -- At the Detroit Auto Show, TheStreet asked the top U.S. executives from three luxury automakers to talk about the new cars they're most focused on. Jim O'Donnell, CEO of BMW North America, said the automaker's new 650i convertible (pictured above) is so alluring that he plans to buy one for himself , rather than just driving a company car. "For ten years I have taken a car from stock," O'Donnell said, in an interview. "This year I've ordered one." At the auto show, BMW had the world premier of the 6-Series convertible. "We do about 60% of the world volume for that car in the U.S.," O'Donnell said. The car, which will be available to consumers in May, will cost about $80,000. "I can see people, because of the depression in the economy the past few years, spoiling themselves," he said. BMW finished second in the luxury car segment in 2010, behind Toyota's ( TM) Lexus but ahead of Mercedes. O'Donnell said BMW expects to compete with Lexus for first place this year. A second tier includes GM's ( GM) Cadillac as well as Infiniti, Acura and Audi. "They fight more among themselves. The mid-luxury (segment) takes customers from the volume (segment) and we take customers from them," said O'Donnell.