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Mercedes' bold US push: 400,000 cars a year
Mercedes-Benz has announced an ambitious plan to retake the top spot in the US luxury market by targeting annual sales of 400,000 vehicles — a figure the Stuttgart brand says excludes fleet deliveries. The strategy, laid out by Adam Chamberlain, CEO of Mercedes‑Benz USA at a recent dealer meeting in Las Vegas, centers on a broad and aggressive product offensive designed to win back buyers from BMW and Lexus.
More models, more muscle — gasoline and electric
To appeal to American tastes, Mercedes is preparing a wide range of new and updated models. Highlights discussed include:
- A new CLA sedan targeting entry-luxury buyers.
- An all-electric GLC SUV to strengthen the brand’s EV appeal in a segment that matters in the US.
- A smaller, more accessible G‑Class variant to broaden the iconic model's reach.
- A headline-grabbing high-performance sedan with over 1,000 horsepower aimed at halo-car attention.
- Refreshed GLE and GLS SUVs carrying mid-cycle updates expected later this decade.
"These new SUVs and refreshed models give us a tremendous opportunity to grow sales," Chamberlain said, emphasizing the importance of volume models and premium SUVs in the US market.
SUVs: the backbone of the plan
Mercedes projects that SUVs like the GLC, GLE and GLS — either new or updated — should account for roughly 55% of US sales by the end of the decade, a big increase from last year. That reflects the continuing American appetite for luxury SUVs and crossovers, and Mercedes' focus on using both internal combustion and electrified powertrains to capture more market share.
Reality check: the road ahead
Hitting 400,000 units won’t be simple. Last year Mercedes sold about 325,000 passenger vehicles in the US, including fleet — trailing BMW (around 371,000) and Lexus (about 345,000). Mercedes last led the US luxury market in 2018, so reclaiming that crown will require strong product launches, dealer execution, and competitive pricing.
Key takeaways:
- Product breadth (gas and EV) is central to the plan.
- SUVs will remain the volume driver.
- A 1,000‑hp sedan functions as a branding and halo play.
If Mercedes can successfully time launches and deliver desirable vehicles across price points, the brand could realistically narrow the gap with BMW and potentially regain its former leadership in the American luxury market. For enthusiasts and industry watchers, the coming model rollouts will be the story to follow.
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