Mercedes-Benz Sales Data & Trends for the U.S Automotive Market
Mercedes-Benz spent the better part of the 2000s as the #3 luxury brand in the US, behind Lexus (#1) and BMW (#2). Things have changed since then, however: in 2010 it overtook BMW and a year later it overtook Lexus to become the top-selling luxury brand. However, when removing sales of Sprinter and Metris vans, which are technically not luxury cars, the race is closer: it took Mercedes-Benz until 2013 to claim the #1 spot and lost it again to BMW in 2014 and 2015 with even Lexus finishing 2015 ahead. From 2016 to 2018, Mercedes-Benz was once again the best selling luxury brand in the US, but in in 2019 BMW took that crown again.
Over the period 2006-15 it averaged growth of 4%, compared to 2% for BMW and 0% for Lexus, though all three were bested by Audi’s 10% growth rate, albeit from a much lower base. Since 2015, growth in the luxury segment has stagnated and sales have even dropped for some brands.
Mercedes-Benz’s success stems in large part from its broad offering, much like Nissan’s success in recent years among the mainstream Japanese brands. In 2015 it has 17 cars on offer, compared to 13 for BMW, 11 for Audi and 10 for Lexus. Just like in Europe, Mercedes-Benz also manages to sell commercial vehicles without diluting the brand, offering the full-size Sprinter van and the smaller Metris van.
AMG high performance models peaked in 2017 at nearly 34,000 sales, and deliveries of these high-performance models have accounted for nearly 10% of total Mercedes-Benz US passenger car sales (excluding vans) in recent years. Mercedes-AMG sales of 33,586 cars represented 10.6% of the brand’s total car and SUV sales in 2019, up from 28,940 sales (9.2%) in 2018, but still below the peak of 33,904 sales (10%) in 2017, which was a big step (+45.8%) up from 23,261 units in 2016 (6.8%), helped by the introduction of the lower-spec AMG 43 versions. In 2015, AMG sales were 17,456 units, or 5.1% of total M-B passenger car sales in the US. The share of AMG sales had already been increasing steadily in the years before: 2014: 11,303 (3.4%), 2013: 7,802 (2.5%) and 2012: 6,657 (2.4%).
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