Mercedes-Benz adds more expensive cars to its lineup

Mercedes-Benz hopes to boost profits by cutting back on its more affordable cars and increasing the number of expensive variants.

Mercedes-Benz revealed plans to add more expensive cars to its lineup, aiming to become “the world’s most valuable luxury car brand”.

In a strategy update on May 19, the german car giant said it would “refine” its product portfolio by expanding its most “iconic” offerings, while narrowing its range of more affordable options.

“Mercedes-Benz is fortunate to have several iconic products and brands at the top of its portfolio – such as the S-Classthe SLthe g as good as AMG and Maybach brands,” said Mercedes-Benz Chairman Ola Kallenius.

“We see great potential here to expand our premium portfolio.”

In addition to the “premium luxury” category, Mercedes has highlighted two other key areas in which to implement its future strategy: “basic luxury” and “entry luxury”.

“Basic luxury” includes the Mercedes-Benz that sells in volume Class C and E-Class model ranges and their derivatives – cars identified by Mercedes as offering accelerated electrification potential.

Meanwhile, the company said it would trim its “entry luxury” segment – which includes cars built on its front-wheel-drive MFA2 platform, such as the A class sedan and sedan, Class B, CLACLA shooting brake, GLA and GLB.

“In the entry-level luxury segment, Mercedes-Benz will reduce the number of model variants from seven to four while significantly increasing the technological substance of these products,” the company said.

If successful, the company said its strategy would see sales of premium vehicles increase by 60% by 2026 compared to 2019.

The company also plans to cut costs and simplify vehicle configuration by bundling optional equipment into packages, while offering a higher level of equipment as standard on base variants.

“When configuring a vehicle in the future, the customer will be able to choose from a number of different equipment packages depending on their preferences and regional requirements,” the strategic plan states.

“The bundling of option packages should also have a positive effect on residual values, as a higher equipment level is also available for the base variants.”

It said it would also move away from traditional dealership and showroom offerings towards lifestyle experience stores like the AMG store in Dubai and the Maybach workshop in Shanghai.

Currently, most of the brands in the world with the highest market value are You’re herefollowed by Toyota. Mercedes-Benz sits down fifth placevalued at $71.5 billion.

Susannah Guthrie has been a journalist since she was 18 and has spent the past two years writing about cars for Drive, CarAdvice, CarSales and as an automotive columnist for several in-flight and hotel magazines. Susannah’s background is news journalism, followed by several years in celebrity journalism, entertainment journalism and fashion magazines and a brief stint hosting a television travel show for Channel Ten. She joined Drive in 2020 after spending a year and a half leading online platforms Harper’s BAZAAR and ELLE. Susannah holds a BA in Media and Communications from the University of Melbourne and cut her teeth as an intern at Time Inc in New York. She also took a course in television presentation with the National Institute of Dramatic Art. She lives in Melbourne with her husband and one-year-old son who, despite her best efforts, is yet to enjoy a good road trip.

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