Mercedes Makes a Major Investment in More SUVs and V8s to Regain America's Luxury Title | Carscoops

      Luxury's former leader seeks to reclaim its position with SUVs, electric technology, and a new strategy for rejuvenating relationships with its 384 dealerships.

      Mercedes is set to refocus on its key SUV models.

      AMG is developing two high-performance electric vehicles for the U.S. market.

      One dealer noted that the emphasis on U.S. growth is a response to downturns in China.

      Once the top contender in America’s luxury car market, Mercedes-Benz is now striving to recover lost ground. It held the title of the best-selling premium brand in the U.S. between 2016 and 2018 but has since fallen behind BMW and Lexus, currently ranking third. However, it's not content to remain there.

      The company is aiming for a bold comeback, targeting 400,000 annual sales in the U.S. by 2030, which is about 100,000 more than its current figures. Naturally, reaching this target will be quite challenging.

      **The SUV Strategy**

      As reported by Auto News, Mercedes intends to heavily rely on its foundational SUV lineup, forecasting that by the end of the decade, the GLC, GLE, and GLS will account for 55 percent of total sales, up from the current 40 percent.

      This transition will be supported by the upcoming fully electric GLC, along with refreshed models of the GLE and GLS, aimed at boosting sales volume and modernizing the brand's presence in the U.S.

      However, this is just part of the brand's roadmap. In a recent discussion with Auto News, Mercedes-Benz USA CEO Adam Chamberlain stated that the company will be "spending significantly more time designing cars in America for the American market."

      This initiative includes expanding its V8 offerings for the U.S. and enhancing several smaller models with six-cylinder engines, adding power and variety that appeal to American consumers.

      **AMG Plans Develop**

      There are also promising developments at the AMG brand. The all-electric AMG GT four-door model is slated to launch in late 2026, boasting over 1,000 horsepower, positioning Mercedes to compete with cars like the Porsche Taycan and Audi e-tron GT.

      AMG is also working on an electric midsize crossover, which was recently showcased at a significant dealer meeting in Las Vegas, offering insights into the future of high-performance EVs for the brand.

      **Dealer Network Initiative**

      Mercedes-Benz is not only relying on new models to drive substantial growth in the U.S. sales. Chamberlain emphasized the necessity of enhancing relations with its 384 retailers throughout the country.

      Last year, Mercedes ranked 25th out of 32 brands in the NADA Dealer Attitude Survey but has now risen to 13th place. Chamberlain's goal is to return to the top five, stating, “This is a mutually beneficial relationship. When we succeed, they succeed.”

      He characterized the aim to reach 400,000 annual sales in the U.S. as a “North Star, a rallying cry,” asserting that “there’s no reason we couldn’t sell around 20,000 cars or so annually.”

      One dealer who attended the Las Vegas meeting mentioned that Mercedes-Benz is significantly increasing its investments in the United States as it faces challenges in the Chinese market.