Mercedes Aims to Lead US Luxury Market with Ambitious 400,000 Annual Sales Target
Mercedes-Benz is setting its sights on more than just overtaking BMW in the American luxury car market—it wants to establish clear dominance. The German automaker from Stuttgart is targeting an impressive 400,000 vehicle sales per year in the US, excluding fleet purchases, within the next few years.
During a recent dealer conference held in Las Vegas, which Automotive News first revealed, Mercedes-Benz USA’s CEO Adam Chamberlain shared insights into the company’s plan to hit this ambitious milestone. Central to this strategy is a robust lineup of new models slated for launch.
The brand is preparing to introduce a variety of new vehicles to the US market, spanning both traditional gasoline engines and electric powertrains. Highlights include a new CLA sedan, an electric version of the GLC SUV, a compact variant of the iconic G-Class, and a high-performance sedan boasting over 1,000 horsepower. Updates to the GLE and GLS SUV models are also in the pipeline, expected to arrive in the upcoming years.
Chamberlain emphasized that the refreshed and newly designed SUVs—namely the GLC, GLE, and GLS—are projected to represent around 55% of Mercedes’ US sales by decade’s end, a significant increase from last year’s 40%. He remarked, "These models present a tremendous opportunity to fuel our growth."
Despite the optimism, achieving 400,000 annual sales will be challenging. Last year, Mercedes sold roughly 325,000 passenger cars in the US, including fleet sales, trailing behind BMW’s 371,000 units and Lexus’s 345,000. Mercedes has not led the US luxury segment since 2018.
If Mercedes successfully launches these upcoming vehicles, it stands a strong chance of reclaiming the luxury sales crown in the near future. For now, the industry and consumers alike will be watching closely to see how the automaker’s bold plan unfolds.
