Mercedes boss Ola Kallenius added that the carmaker would not lower its prices but would offer more “value” to customers
April 26, 2024 at 2:53 p.m
- The car manufacturer will increase its range of combustion and hybrid vehicles this year.
- U.S. dealers were told Mercedes would no longer tell buyers what type of vehicle they should buy.
- 25 new and updated Mercedes models will arrive in American showrooms this year.
Mercedes-Benz will stop trying to force battery-electric vehicles on American consumers and make its powertrain strategy more flexible, allowing the market to dictate what types of vehicles it sells.
During a recent three-day event for North American retailers in Stuttgart, Mercedes executives said the brand will expand its available combustion engine and hybrid vehicle options this year and does not expect the share of its electric vehicle sales to rise dramatically in 2024.
Read: The 579-hp, four-motor Mercedes G580 EQ can overtake and overtake the ICE G
“The American consumer isn’t being told what to buy – they want options,” said a retailer who attended the event. “They won’t force it [EVs] on the market,” another added. “They will allow the market to dictate.”
“Every dealer association is concerned about this transition to electrification and whether it meets the pace of consumers,” said Joseph Agresta Jr., president of Benzel-Busch Motor Car Group and chairman of the Mercedes-Benz dealer board. “We have all observed some softening in customer demand for BEVs. So we should have powertrains that customers want.”
The company will bring 25 new and updated models to American showrooms this year and expects to sell about 50,000 more coupes, sedans, crossovers and SUVs this year than in 2023. A key new offering will be the plug-in hybrid -version of the popular GLC SUV. Also on the horizon are a new electric CLA, an updated S-Class and GLE, a redesigned C-Class and new versions of the GLA, GLB and GLC. According to Auto News, Mercedes introduced these new offerings to U.S. dealers at the event in Stuttgart.
During the event, Mercedes boss Ola Källenius said the brand was neither interested in driving sales nor would it cut prices. Instead, it will “provide the consumer with better value for money rather than lowering the RRP”. The company also wants to promote tailored sales of its AMG family.
