Mercedes-Benz provided details of a U.S. rejuvenation plan on November 22, 2025, at a dealer gathering in Las Vegas, targeting 400,000 retail sales in the United States in 2030, an increase of 33 percent over 223,800 retail units earlier that same year. With China market setbacks, CEO Adam Chamberlain made America the growth driver to recapture luxury leadership with BMW and Lexus, with support of customized SUVs, V8 engines and a halo 1,000-hps electric AMG supercar.
The AMG EV Supercar Halo Strategy 1,000 HP
– Production Concept AMG GT XX comes late 2026 with 1000-plus hp through new axial flux motors (4 times denser than radial) with 0-60 mph in it in less than 2.3 seconds and a top speed of over 200 meters per hour.
– Four door fastback element with aggressive low nose, split LEDs and signature AMG grille to create a buzz.
– Chairs AMG midsize EV crossover of Porsche Cayenne/ Lamborghini Urus buyers in eye-catching ‘solar-beam yellow’.
SUV-Dominated Sales Push
– SUVs (GLC- GLE- GLS) aim at 55% of retail purchases (40%), with the styling changes such as bigger grilles and 5 new models.
– Americanization of features: extra physical switches, V8/six-cylinder alternatives to EV purity to correspond to buyer preferences.
– Most aggressive product launch in its history, integrating volume mainstream and high-margin Maybach/AMG versions.
U.S. Market Competitions and Environment
– Dropped to position 3 after 2016-2018 reign, BMW/Lexus; China sales dropped compels 20,000+ additional U.S. units per year.
– Dealers celebrate 6% retail growth in Q1-Q3 2025, but point to EV cost of $150K or more as too costly to sell to masses.
– EV hesitation is biased towards ICE revival; the quality of the build should be competing with bulletproof Mercedes of the 90s.
Dealer Support and Incentives
– Smoother retail programs are based on customer ownership rather than fleet sales.
– American designers are now in the world of models (seat at the table), which in contrast to China was the dominant trend.
Competitive Landscape
– BMW/Lexus take over hybrids/SUVs; Mercedes retaliates with powertrain diversity and power EVs.
– Threats: Tariff increase, EV subsidies reduce; prospects in high-income buyers in the U.S. who miss V8 excitement.
Summary Table: Mercedes U.S. Comeback Milestones
| Target/Milestone | Details | Timeline |
|---|---|---|
| Retail Sales Goal | 400,000 annually (up 33%) | By 2030 |
| AMG EV Supercar | 1,000+ hp, 0-60 in 2.3s | Late 2026 |
| AMG EV Crossover | Midsize performance SUV | 2027 |
| SUV Sales Mix | 55% of retail | 2030 |
| Powertrain Focus | V8s, six-cylinders prioritized | Ongoing |
FAQs
Q1: Is 400,000 sales realistic?
Yes, through SUVs (55% of share) and designs being tuned to the U.S. with 20K unit/year addition, according to CEO Chamberlain.
Q2: Why a 1,000-hp EV halo?
Creates hype, presents axial flux technology as part of the future AMGs during the EV conversion.
Q3: More V8s coming?
Indeed–U.S. responses fuel six/eight cylinder rebirth against pure EVs.
