Mercedes-Benz wants to reclaim its spot atop the luxury sales chart, beating BMW and Lexus.
Mercedes-Benz doesn’t just want to beat BMW in the US—it wants to dominate. The Stuttgart-based automaker aims to become the country’s top luxury brand within the next few years, targeting annual sales of 400,000 units, not including fleet deliveries.
At a recent dealer meeting in Las Vegas—first reported by Automotive News—Mercedes-Benz USA CEO Adam Chamberlain outlined how the company plans to reach that goal. A key part of that strategy is an aggressive product rollout.
Mercedes has several new US-bound models in the works, both gas-powered and electric. These include an upcoming CLA sedan, an electric GLC SUV, a compact “baby” G-Class, and a performance sedan with more than 1,000 horsepower. The company also previewed updated GLE and GLS SUVs, which are expected to debut in the coming years.
Chamberlain said refreshed and all-new SUVs like the GLC, GLE, and GLS should account for about 55 percent of US sales by the end of the decade—up from 40 percent last year. “We have a huge opportunity with those cars to drive some growth,” he noted.
Still, reaching 400,000 units won’t be easy. Mercedes sold only about 325,000 passenger vehicles in the US last year, including fleet sales, putting it third behind BMW (371,000) and Lexus (345,000). In fact, Mercedes hasn’t led the US luxury market since 2018.
If Mercedes is able to successfully bring those new products to market, there’s a strong chance it could reclaim the top spot in the next few years. For now, it’s a matter of watching how that plan unfolds.
