Mercedes noticed its gross sales in the US rise by 9% final yr to 324,528 models. Nevertheless, that also wasn’t sufficient to beat BMW, which grew by 2.5% to 371,346. The three-pointed star has a plan to soften that 46,818-car hole after which some. It not solely goals to match its archrival but in addition transfer effectively forward by promoting 400,000 automobiles in a single yr.
How? By launching a full product onslaught. Automotive Information reviews that Mercedes-Benz USA CEO Adam Chamberlain outlined a serious plan throughout a supplier assembly held over the weekend. It’s stated to be the biggest new-model offensive because the firm established its U.S. presence in 1965.
The purpose is to hit 400,000 annual gross sales by the top of the last decade. Apparently, Mercedes is aiming even increased than that quantity suggests, as Chamberlain clarified that the goal excludes fleet deliveries. That may make the expansion much more spectacular, provided that final yr’s figures included each retail and fleet gross sales.
So how did Mercedes lose floor within the U.S.? One supplier advised Automotive Information that BMW and Lexus expanded their market share with extra reasonably priced fashions. Mercedes, against this, leaned into higher-priced autos that ship higher revenue margins however fewer gross sales.
The third-generation CLA kicks off a brand new wave of merchandise that can embody an electrical GLC and updates to the bigger GLE and GLS. AMG is getting ready a smooth electrical sedan for late 2026, adopted by an SUV a yr later. On the combustion aspect, extra V8 fashions are coming, together with updates to current inline-six autos.
However reaching that purpose gained’t be straightforward. Opponents aren’t standing nonetheless whereas Mercedes tries to reclaim market share. BMW continues to develop, and Lexus can also be on the rise. Toyota’s luxurious model completed final yr forward of Mercedes in second place, with 345,669 gross sales, its finest yr within the U.S. since its founding in 1989.
It’s been a minute since Mercedes held the U.S. luxurious gross sales crown. The final time was in 2018, however now the model is assured it will possibly reclaim the highest spot by 2030.
Supply: Automotive Information
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