As Mercedes-Benz continues to recover, it announced plans to refresh or replace 19 current models. It also intends to add 11 all-new models to its offerings in the U.S. through 2020. There are some who think that its bold new product strategy is stretching the brand too thinly. However, Mercedes-Benz USA CEO Steve Cannon considers the U.S. expansion of the brand as the key to be more attractive to the younger generation.
Gen Y is beginning to enter its peak earning years while Millennials have started to do well in their careers by getting promotions, which make them major target customers. The C-Class has remained to be the entry-level Mercedes-Benz model for the U.S. market.
During a dealer meeting in Las Vegas, Cannon said that in the majority of cases, its expansion represents a chance to get in touch with a new customer. Mercedes is planning to appeal to younger customers by launching the CLA sedan, a sleek compact sedan that’s modeled after the bigger CLS, but with a transverse powertrain. Images of a spied high-performance AMG variant have already come out.
This can supposedly deliver more than 300 hp. Mercedes will also introduced an A-Class-based SUV, tentatively named the GLA, one of the 11 new models Cannon talked to dealers about. In addition, Cannon also discussed a new C-Class convertible, which is a more affordable alternative to the E-Class convertible, which has a price tag of almost $60,000. However, Mercedes-Benz hasn’t forgotten about its higher-end customers too.
Even with the termination of the ultra-luxury Maybach brand in late 2011, Mercedes will provide an extended-wheelbase version of the next-generation S-Class sedan that will be targeted at previous Maybach owners and other customers who want the best in comfort and luxury. Cannon said that the stretched S-Class would be a “really awesome alternative” to Maybach.