Mercedes says that it plans to revamp its product portfolio with a greater focus on top-end and core luxury models.
see photosMercedes says it plans to revamp its product portfolio with a greater focus on the core luxury models.
Mercedes announced its new long-term business plan late last week, with a focus toward its top-end and core luxury models. The company revealed that more than 75 percent of its future investments will be in these areas, which include products from Maybach, AMG and G-Class, which includes dedicated EV models. The company also confirmed the launch of the new E-Class next year with a China-specific EV based on the company’s new EVA2 platform. A new Mythos sub-brand aimed at car collectors and enthusiasts was also announced.
However, with more focus on higher segments, the company has announced that it will reduce its entry-level portfolio. Going forward, the company has said that its entry segment will be limited to just four models, though they will be positioned above its current range.
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Mercedes said it was focusing its top-end and core segments on greater profitability across the segment. Mercedes defines the top-end segment as S-Class equivalent models, limited edition and collaboration models under the S-Class, GLS, G-Class, AMG, Maybach, EQ brands. Meanwhile, the core luxury segment consists of the C-Class and E-Class and their derivatives.
The Mercedes SL-based Speedster is set to become the first model under the new Mythos brand.
The carmaker said it plans to increase the sales share of its top-end models to around 60 per cent by 2026 as compared to its global sales in 2019. “With this more attention to the top end of the market the company should be able to deliver. A strong financial result even in more challenging market conditions,” the company said in a statement.
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The company also said that a Maybach version of the new SL was on the cards with the concept launching soon. Mercedes also revealed its intention to expand the G-Class family with the possibility of more derivatives already on the cards with the already confirmed electric EQ model. Mercedes-Benz also announced the creation of a new Mythos series of collector cars. The company said that the series will have limited-run models and will be made available only to dedicated enthusiasts and Mercedes-Benz collectors. The company also confirmed that the first model under the new Mythos brand will be the SL-based Speedster.
Mercedes-Benz design head Gordon Wagner also shared a teaser for a new Maybach SL concept on social media.
Mercedes-Maybach is expanding its product offering in the top-end segment, led by the Mercedes-Maybach EQS SUV, which is slated to launch in the market next year. Also, the company previews the Mercedes-Maybach SL. Tells more about the future opportunities of the most exclusive brand of the company,” the company revealed.
“What has always been the core of our brand is now also the core of our strategy: the luxury segment. We are focused on our business model and product portfolio to maximize Mercedes-Benz’s potential even in challenging circumstances. At the heart of this is our goal to build the most desirable cars in the world,” says Ola Kelenius, Chairman of the Management Board of the Mercedes-Benz Group.
Mercedes’ new long-term goals call for a greater focus on the higher segments.
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Moving on to its core range, the company confirmed that the next-gen E-Class was ready to be launched in 2023. Mercedes also revealed that it was accelerating its EV development with a third model outside the EQE sedan and EQE SUV, which was developed exclusively. for China.
Moving on to its entry range, Mercedes said it will introduce its new-gen models based on the new MMA platform in 2024 with cars running the company’s new Mercedes-Benz operating system. The company also revealed that its new range of cars will also redefine the segment and the model number will be reduced to just four from the current seven.
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The company also announced plans to streamline parts of its sales and after-sales experience, including sewing tool packs for markets. The company said that it hopes to simplify the process as well as reduce the time taken by customers to configure their cars.
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