by Plan to Regain Leadership
Once a dominant player in America’s luxury car market, Mercedes-Benz now aims to reclaim lost ground. Between 2016 and 2018, the brand was the most popular among premium brands in the US, outperforming all competitors. However, the situation has changed. Today, it trails BMW and Lexus, occupying third place. But the company does not intend to accept this.
The company has set an ambitious goal to return to the top, targeting 400,000 annual sales in the US by 2030, which is approximately 100,000 more than now. Clearly, achieving this goal will not be easy.
SUV Strategy
According to Auto News, Mercedes plans to rely heavily on its core SUV lineup, expecting that by the end of the decade, the GLC, GLE, and GLS models will account for 55% of total sales, compared to 40% today.
Driving this transition will be the upcoming fully electric GLC, as well as updated versions of the GLE and GLS. All are intended to increase sales volumes and modernize the brand’s presence in the US.
These are not all of the brand’s plans. During a recent conversation with Auto News, Mercedes-Benz USA CEO Adam Chamberlain stated that the brand will “spend significantly more time designing cars in America for America.”
This includes expanding the V8 engine offering for the US market and updating several smaller models with six-cylinder engines, adding diversity and power where it matters for American buyers.
AMG Plans Gain Momentum
Interesting developments are also happening within the AMG brand. The fully electric AMG GT four-door will arrive at dealers in late 2026 with over 1,000 horsepower, giving Mercedes a competitor to models like the Porsche Taycan and Audi e-tron GT.
AMG is also working on a mid-size electric crossover, which was recently presented during a key dealer meeting in Las Vegas, showcasing the direction of high-performance electric vehicles within the brand.
Advancing the Dealer Network
It’s not just the lineup of new models that will allow Mercedes-Benz to significantly increase sales in the US. Chamberlain says the company aims to improve relations with its 384 dealers across the country.
Last year, Mercedes ranked 25th out of 32 brands in the NADA dealer attitude study. Since then, it has risen to 13th place, and Chamberlain wants it to return to the top five.
“It’s a symbiotic relationship,” he said. “When we thrive, they thrive.”
Chamberlain described the automaker’s desire to achieve 400,000 annual US sales as
“A North Star, a call to unite”
, adding that
“there is no reason why we cannot add about 20,000 cars per year.”
According to one dealer who attended the Las Vegas meeting, Mercedes-Benz is doubling down on investments in the US as the company faces challenges in the Chinese market.
These strategic moves reflect global shifts in the automotive industry, where traditional markets like the US are gaining new importance against the backdrop of geopolitical challenges and changes in demand. The focus on SUVs and powerful engines could give Mercedes a competitive edge, but success will also depend on the effectiveness of the dealer network and adaptation to rapid technological innovations.
