Mercedes sales fell just 3% in 2024 despite the complicated economic and political climate. And the fourth quarter of 2024 still saved the day with a 1% gain. In contrast, sales of electric models plummeted 23%.
Despite the complicated economic and political climate due to Russia’s aggression in Ukraine and falling demand in Europe and China, the Mercedes-Benz cars division ended 2024 down only 3% from 2023. Thus, Mercedes sold 1,983,400 units in 2024, down 3% from 2023.
In contrast, sales of electric models fell 23% to just 185,100 representing less than 10% of total sales. Likewise, sales of electric and PHEV models fell 9% to 367,600 units.
Sales by segment
Sales of the Top-End division declined dramatically by 14% in 2024 to 281,500 units due to reduced demand for the electric luxury models EQS and EQS SUV and lower sales of the S-Class. Nevertheless, the S-Class remained the world’s best-selling luxury limousine, with a market share of around 50% in almost all relevant regions. Falling demand for luxury models in China is another cause of the setback.
The sales situation in the Top-End segment would have been even weaker, but the fourth quarter of 2024 saved the day. Sales in Q4 of 2024 were up 34% to 82,800 units. The Mercedes G-Class recorded its best quarter ever after the launch of the facelifted model and the electric version. Mercedes-AMG sales also saw a rebound in Q4 2024 thanks to the Mercedes-AMG GT and Mercedes-AMG GLC.
Sales of the Core division rose a spectacular 6% to 1,167,100 units in 2024 thanks to rising demand for the new E-Class and GLC. Q4 contributed substantially to this growth with a 10% advance.
In contrast, sales in the Entry division were also down 14%. Mercedes sold 534,800 units in 2024 of the A/B/GLA/GLB/CLA family, which will switch generations and reduce the number of models from 7 to 4. The Mercedes A-Class, B-Class, and A-Class sedan will have no successor. In the spring of 2025, the CLA will debut in an electric version, followed by mild hybrid versions in 2026. The future GLB is also in testing.
Sales by region
The only market that grew in 2024 was North America. Mercedes sold 365,400 units in North America, representing an 8% increase. Again, Q4 was very prolific with an 11% increase (100,800 units).The US accounted for the majority of sales in North America with 324,500 units, an increase of 9%.
Other world regions saw declines. Mercedes sales fell 7% in Asia to 892,100 units due to a 7% drop in the Chinese market to 683,600 units. Sales also fell in Europe by 3% to 641,800 units due to a 9% decline in the German market where 213,500 units were sold in 2024.
| Q4 2024 | Change Q4 2023 | YTD 2024 | Change YTD 2023 | |
|---|---|---|---|---|
| Mercedes-Benz Cars | 520,100 | 1% | 1,983,400 | -3% |
| – thereof BEVs | 49,200 | -26% | 185,100 | -23% |
| – thereof xEVs | 100,200 | -11% | 367,600 | -9% |
| Mercedes-Benz Car sales by segments* | ||||
| Top-End | 82,800 | 1% | 281,500 | -14% |
| Core | 308,400 | 10% | 1,167,100 | 6% |
| Entry | 129,000 | -15% | 534,800 | -14% |
| Mercedes-Benz Car sales by regions and markets | ||||
| Europe** | 165,800 | -5% | 641,800 | -3% |
| – thereof Germany | 63,800 | 4% | 213,500 | -9% |
| Asia | 229,600 | 1% | 892,100 | -7% |
| – thereof China | 171,400 | 3% | 683,600 | -7% |
| North America*** | 100,800 | 11% | 365,400 | 8% |
| – thereof U.S. | 88,300 | 8% | 324,500 | 9% |
| Rest of World | 24,000 | 11% | 84,100 | 4% |
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