Mercedes-Benz Bets Big on More SUVs and V8 Engines to Win Back America’s Luxury Crown

The German brand is focusing its new strategy on a robust lineup of SUVs and expanding its V8 engine offerings.

Mercedes-Benz was the top seller in the premium category in the US between 2016 and 2018. Currently, the brand sits in third place in the market, trailing Lexus and BMW. Therefore, the company is targeting an ambitious return to the top. The goal is to reach 400,000 annual units in the US by 2030. This figure represents about 100,000 more units than it sells now.

The German automaker plans a heavy focus on its core SUV lineup. In fact, they expect the GLC, GLE, and GLS models to constitute 55% of their total sales by the end of the decade. This means a significant increase from the current 40%. The upcoming all-electric GLC will fuel much of this shift. Sales volumes will also be boosted with refreshed versions of the GLE and GLS.

V8 Engine Expansion and AMG Plans

Mercedes-Benz USA plans to spend more time designing cars in America and for America. Adam Chamberlain, the brand’s chief executive in the US, revealed this. The brand will expand its V8 engine offerings in the US market. Additionally, they will upgrade several smaller vehicles with six-cylinder engines. Consequently, they are adding power and variety, which are key elements for buyers in the country.

The AMG division also has exciting plans. The all-electric AMG GT four-door will hit dealerships in late 2026. This new model will develop over 1,000 hp. Thus, the brand will offer a direct rival to the Porsche Taycan and the Audi e-tron GT. AMG is also working on an electric midsize crossover. This was recently shown during a key dealer meeting in Las Vegas. The concept previews the future of high-performance EVs within the brand.

Strengthening the Dealer Network

Mercedes-Benz hopes to significantly grow US sales through a slew of new models. But the strategy does not end there. Chamberlain states the company is eager to improve relations with its 384 retailers across the United States. Last year, Mercedes was sitting in 25th place out of 32 brands in the NADA Dealer Attitude Study. Since then, the brand has climbed to 13th place. Now, Chamberlain’s goal is to return to the top five. He described the relationship as “symbiotic”. He stated: “When we do well, they do well”.

The brand’s US chief executive referred to the 400,000 annual sales goal as a “North Star, a rallying cry”. He added that “there’s no reason why we shouldn’t be able to put 20,000 cars or so on a year”. Mercedes-Benz is doubling down on its investments in the US because it is struggling to perform in China.