Dietmar Exler, CEO of Mercedes-Benz USA, proudly announced that Mercedes is the number one selling luxury brand not only in the United States, but the World. AMG Chairman Tobias Moer was also on hand and mentioned AMG’s 50% increase in sales. With 130,000 AMG cars sold worldwide, an all-time sales record was made in 2017 becoming the best-selling performance brand. The AMG interest is particularly strong with the G-Class where one in three cars sold are an AMG. The US is the largest market for AMG vehicles.
It is important to note that the number of AMG models has substantially increased in recent years with over 20 different variants. This has included adding "AMG" to existing Mercedes models. For instance, the GLC43 AMG would have formerly received a designation of GLC430. BMW and Audi have been using a similar trickle down approach making more M and S variations of their sports models. While it does mean that AMG models have become more accessible cost-wise, Mercedes runs the risk of diluting the meaning of the prestige of their performance moniker.
Since Frankfurt was Mercedes’s primary focal point this auto show season, there weren’t any major global reveals today. However, the AMG GT 4 door Coupe made its American debut. The S version was displayed front and center. Additionally, the AMG C63 Coupe made its world debut producing over 500 horsepower.
The updated C-Class models were displayed including the coupe and cabriolet. There are five updated C-Class models all featuring a new fascia. The interior gains touch control pads on the new steering wheel as well as Apple CarPlay and Android Auto.
Being a wagon super fan, I couldn’t help but question Exler if Mercedes will bring the C Class wagon back to the States. They sold a second-generation C Class wagon, but it hasn’t returned since. Meanwhile, BMW has sold three generations of its 3-Series wagon and Volvo has recently redesigned its V60. Audi’s entry in this class is the A4 Allroad.I also inquired about the E-Class All Terrain which is a similar concept to the Allroad and Cross Country in that it is a raised wagon with more off-road capability than the standard wagon. Exler said that neither vehicle is off the table. The E-Class wagons have a very particular clientele in the US. Some might view the All-Terrain as too crossover-like and not enough of a proper wagon. However, it would provide Mercedes with the opportunity to prevent customers from defecting to Volvo or SUVs in search of versatile vehicles with higher ground clearance.
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