Mercedes-Benz saw relative sales growth in 2024, but some models thrived while others struggled to find buyers.
A Year of Contrasts for Mercedes-Benz USA
In 2024, Mercedes-Benz experienced a mixed sales year in the United States. The brand saw a 9% increase in passenger vehicle sales, finishing the year with 324,528 units sold. This solid performance helped Mercedes maintain a competitive edge over rivals like Audi and Cadillac. However, the sales boom was primarily driven by traditional gasoline-powered vehicles, with electric models suffering significant declines.
WIN: Crossover SUVs Dominate Sales
Unsurprisingly, crossovers led the way for Mercedes in 2024. The GLE topped the charts with 67,928 units sold, marking a 9% increase from the previous year. It was closely followed by the GLC, which posted 64,163 sales, a substantial 58% year-over-year jump. These two models combined accounted for nearly half of Mercedes’ total U.S. sales in 2024, reflecting the ongoing popularity of SUVs among American consumers.
Meanwhile, the GLA also performed well, with a 65% increase in sales, totaling 19,079 units. The compact GLB, however, experienced a 10% decline, moving 14,859 units.
WIN: The G-Class Hits a New High
One of the standout performers of the year was the G-Class. The iconic luxury SUV surpassed 10,000 units sold for the first time, with 10,987 vehicles finding new homes in 2024. This marked a 12% increase compared to the previous year, demonstrating that demand for the boxy off-roader remains strong despite its hefty price tag. The G-Class also contributed significantly to record-breaking sales for Mercedes-AMG models, which hit 16,169 units in Q4 alone, a 50% increase over the same period last year.
LOSE: Electric Vehicles Falter
While SUVs and performance models thrived, Mercedes’ electric lineup struggled in 2024. The brand’s EQ series, comprising the EQB, EQE, and EQS, posted disappointing results. The EQB saw a 36% drop in sales, while the EQE lineup fell by 39%. The flagship EQS was hit hardest, with a 52% decline, totaling 6,963 units sold.
Even the eSprinter van faced challenges, managing to sell only 828 units year-to-date. These numbers indicate that despite the company’s push toward electrification, traditional buyers remain hesitant to embrace Mercedes’ EV offerings.
LOSE: Entry-Level Models Face Challenges
The CLA and A-Class, Mercedes’ more affordable models, faced difficulties in 2024. The CLA saw a modest 2% decline, with 10,366 units sold. Meanwhile, the A-Class practically disappeared from the lineup, with only three units sold throughout the entire year.
Mixed Results: Sedans
The sedan market delivered mixed outcomes for Mercedes in 2024. The C-Class remained the brand’s best-selling sedan, with 35,590 units moved—a slight 1% increase over 2023. The E-Class, by contrast, saw a minor 1% decline, finishing the year with 17,638 sales. Meanwhile, the S-Class suffered a notable drop, with sales falling 25% to 8,809 units, reflecting waning interest in the brand’s flagship luxury sedan.
The new CLE lineup, introduced to replace the outgoing C-Class and E-Class coupe and convertible models, performed well, delivering 14,333 units. However, the SL Roadster struggled, with sales plummeting 56% to 1,608 units, likely due to shifting consumer preferences and the model’s niche appeal.
Mixed Results: Performance Cars
Mercedes-AMG, the brand’s performance division, enjoyed a banner year. The AMG GT sports car saw a 77% jump in sales, reaching 3,491 units. This resurgence can be attributed to the introduction of new variants and increased availability. The AMG SL, however, did not share the same success, with its sales halving compared to 2023, down to 1,608 units.
Overall Performance: A Positive Finish Despite Challenges
Despite struggles with electric models and certain sedans, Mercedes-Benz USA managed to end the year on a high note. The brand’s focus on high-volume crossovers and performance cars helped boost sales. In the words of Dimitris Psillakis, President and CEO of Mercedes-Benz USA: “Our Top-End segment sales continued to dominate, setting new benchmarks with record-breaking Mercedes-AMG sales and an all-time high for sales of the iconic G-Class.”
In terms of overall U.S. luxury vehicle sales, Mercedes finished behind BMW (371,346 units) and Lexus (345,669 units) but ahead of Audi (196,576 units), Cadillac (160,204 units), and Acura (132,367 units).
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