Mercedes tells U.S. dealers its plan to beat BMW in luxury sales

Aiming for 400,000 annual sales

Mercedes tells US dealers its plan to beat BMW in luxury sales. The primary objective is to achieve annual retail sales of 400,000 vehicles in the U.S. by the end of the decade, which is 2030.

This high target is notable because it excludes cars sold to rental companies or other fleets. To achieve this goal, Mercedes-Benz needs to increase its sales by at least 75,000 cars annually over the next four years. Mercedes-Benz last held the top luxury sales spot in the U.S. market in 2018.

The current sales race standing

To claim the top spot, Mercedes-Benz must overcome a significant sales gap with its main rivals. In 2024, BMW was the best-selling luxury brand in the United States, delivering a total of 371,346 vehicles.

Mercedes-Benz sales in 2024 reached around 325,000 units. This total placed Mercedes-Benz behind BMW and also behind Lexus, which sold 345,000 vehicles in the U.S. in 2024. To reclaim the top spot, Mercedes must add volume, especially after focusing only on pricier, high-end models for a time.

The biggest new model attack

To help close that sales gap, the main part of the plan is the biggest launch of new models that Mercedes-Benz has had in the U.S. since 1965. This large-scale product launch will introduce a range of new cars, including both gasoline-powered and electric models.

The wave of new cars starts with the launch of the next-generation CLA model. The CLA will offer both electric and hybrid powertrains, with the electric version targeting a range of more than 466 miles on the WLTP cycle. Executives also showed dealers plans for an all-electric version of the popular GLC sport utility vehicle, which will replace the EQC.

Focusing on sport utility vehicles to boost sales

A key part of the new strategy is to sell many more sport utility vehicles, since these vehicles are very popular with U.S. buyers. Mercedes-Benz expects three of its main SUV models, the GLC, GLE, and GLS, to make up about 55% of all its U.S. sales by the end of the decade.

This represents a significant increase from the 40% share those SUVs accounted for just last year. In an appeal to U.S. buyers who prefer strong performance, the company plans to reintroduce larger engines. This plan includes adding more powerful V8 and six-cylinder gas engine options back into its vehicle lineup.

Performance electric cars and pricing

Along with introducing larger engines, Mercedes is also targeting the high-performance car market with new electric models. Dealers were shown plans for an AMG electric sedan that is targeting more than 1,000 horsepower from its electric powertrain. This high-performance sedan is expected to launch in late 2026.

Following that sedan, an equally powerful AMG electric SUV is set to be released a year later, in late 2027. Furthermore, the company stated that it will try to price its new electric cars in the “same ZIP code,” or very close, to the price of their similar gasoline-powered counterparts.

Q3 2025 sales contrast

The challenge for Mercedes-Benz is clear when examining recent sales numbers from the third quarter (Q3) of 2025. In the U.S., Mercedes-Benz sales dropped sharply by 17% in Q3 2025, reaching a total of 70,800 vehicles. In contrast, rival BMW saw its U.S. sales surge by 24.9% in the same three-month period.

This growth was fueled by strong demand across both the U.S. and European markets. This vast difference makes Mercedes-Benz’s new aggressive product plan essential for changing its fortunes in the highly competitive American luxury market against successful rivals.

Improving dealer satisfaction and relations

In addition to new car plans, a significant goal for Mercedes is to improve its relationship with its 384 U.S. retailers. CEO Adam Chamberlain noted that better dealer relations are a key component of the company’s growth plan.

In the 2024 National Automobile Dealers Association Dealer Attitude Study, Mercedes was ranked low, placing 25th out of 32 brands. The company has since worked to improve its standing, climbing to 13th place as of the most recent survey. Mercedes aims to get its dealer satisfaction ranking into the top five.

New focus on American buyer tastes

The push to improve dealer satisfaction is connected to the overall idea of ensuring that its new cars are built specifically for American tastes. The U.S. CEO stated that the company will spend significantly more time designing cars in the United States, specifically for the American market.

This includes making sure the cars have features and styling that U.S. customers prefer, such as the planned expansion of larger engine options. This shift in focus stems partly from slower growth and tougher competition in the Chinese market, which has led to a greater emphasis on the U.S. as a key growth market.

Simplifying car options for quicker sales

The company is also modifying how it packages options in its cars to simplify and expedite the buying process for customers and dealers. Mercedes-Benz will stop its current practice of offering most features as individual options.

Instead, the company will switch to offering large option bundles or pre-set trim packages, similar to those offered by most other automakers. This change will reduce the time it takes to prepare a car and make it easier for dealers to locate and sell new vehicles. Dealers expect this shift to help increase sales volume and target the lower luxury segments.

Building a high-power charging network

To support its new electric car plan, Mercedes-Benz is building its own high-power charging network across North America. The charging stations offer new vehicles fast charging speeds up to 400 kW (kilowatts).

The company first announced its plan to invest over $1 billion in this network at CES in January 2023. Its first North American Charging Hub went into operation in Atlanta, Georgia, in October 2023. The goal is to create more than 400 Charging Hubs with over 2,500 high-power chargers across North America by 2027.

Electric vehicle charging access is expanding

The company helps its electric car owners charge more easily by providing access to many public charging locations beyond its own network. Mercedes-Benz joined forces with six other major global automakers to launch IONNA, a new joint venture. This partnership aims to set up 30,000 high-power charging points across North America by the end of the decade.

Additionally, Mercedes drivers have access to over 155,000 public charging stations through the MB.CHARGE Public system. For added convenience, all Model Year 2024 electric vehicles come with two years of complimentary charging at the brand’s own High-Power Charging stations.

Want to see how Mercedes is pushing charging tech forward with new megawatt units for future EVs? Read more in Mercedes launches ultra-fast chargers with megawatt power.

Upcoming high-end models reinforce luxury

The strategy is not only about sales volume, but also about reinforcing the brand’s ultra-luxury image with unique, high-end cars. The upcoming 2026 Mercedes-Maybach SL 680 is one example. This two-seater roadster is expected to feature a 4.0-liter V8 biturbo engine with 577 horsepower and 4MATIC+ all-wheel drive.

Another planned model is the 2025 Mercedes-AMG GT 63 S E Performance coupe. This hybrid model features an 805-horsepower system and can accelerate from 0 to 60 MPH in just 2.7 seconds. By continuing to launch these exclusive and powerful models, Mercedes aims to maintain its strong position in the ultra-luxury segment.

Curious why Maybach sits at the very top of the brand’s luxury ladder with special engines and hand-finished cabins? Learn more in What to know about Maybach, Mercedes’ ultra luxury marque.

Which brand do you think leads luxury in America? Share your view below.

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This slideshow was made with AI assistance and human editing.