Mercedes-Benz is pivoting its approach in the American market, opting for a more flexible powertrain strategy that responds to consumer demand rather than aggressively pushing electric vehicles (EVs). This shift was highlighted during a recent three-day event in Stuttgart for North American retailers, where executives announced plans to increase combustion engine and hybrid vehicle options this year.
“The American consumer doesn’t want to be told what to buy ā they want options,” remarked one dealer who attended the event, reflecting the sentiment echoed by others. Mercedes-Benz is aligning its strategy to allow the market to dictate the types of vehicles it sells, rather than imposing a rigid EV agenda.
Joseph Agresta Jr., president of Benzel-Busch Motor Car Group and Mercedes-Benz dealer board chairman, emphasized dealers’ concerns about the transition to electrification matching consumer pace. He noted a leveling off of customer demand for BEVs and stressed the importance of offering powertrains that customers desire.
Mercedes-Benz plans to introduce 25 new and updated models to American showrooms this year, expecting to sell approximately 50,000 more vehicles than in 2023. Among the key offerings will be the plug-in hybrid version of the popular GLC SUV, a new electric CLA, updated versions of the S-Class and GLE, a redesigned C-Class, and new iterations of the GLA, GLB, and GLC.
During the event, Mercedes-Benz CEO Ola KƤllenius emphasized that the brand aims to provide consumers with more value for their money, rather than reducing prices or chasing sales numbers. The company also seeks to boost bespoke sales of its AMG family, indicating a broader strategy to enhance the overall customer experience and product offering.
