Mathilde Carlier
Research Expert covering transportation and logistics
Mercedes-Benz Group in the United States - Statistics & Facts
In the United States, Mercedes-Benz is one of the brands synonymous with luxury. The United States was the biggest luxury car market in 2023, despite only 19 percent of U.S. consumers stating they also bought premium cars, motorcycles, or bicycles in a 2023-2024 survey by Statista Consumer Insights. While Mercedes-Benz is firmly implanted in this luxury market, the German brand did not rank among the fifteen best-selling brands in the United States in 2023.
In January 2022, Daimler, Mercedes-Benz’s parent company, rebranded as the Mercedes-Benz Group after splitting from Daimler Truck, refocusing on its passenger car and van operations. By June 2024, Mercedes-Benz was the fourth most valuable automotive brand worldwide.
Mercedes-Benz faces steep competition in the luxury and non-luxury market, but maintains a good popularity among U.S. consumers, particularly Millennials. As new brands, particularly electric vehicle marques, look to enter the luxury car market, this could disrupt the Mercedes-Benz Group’s performance in the United States. However, the manufacturer has been investing in research on new technologies to remain ahead of the curve.
In January 2022, Daimler, Mercedes-Benz’s parent company, rebranded as the Mercedes-Benz Group after splitting from Daimler Truck, refocusing on its passenger car and van operations. By June 2024, Mercedes-Benz was the fourth most valuable automotive brand worldwide.
Beyond the luxury car market
In 2024, Mercedes-Benz ranked fourth in the U.S. luxury car market, behind its main competitors Tesla and BMW. The name Mercedes-Benz has been associated with premium automobile brands for a long time and has enjoyed a loyal customer base in high-economy markets, including the United States. Consequently, the company has maintained a fairly strong rate of consumer satisfaction in the U.S. in 2023, recovering from the slight drops recorded in 2020 and 2021. The Mercedes-Benz Group recorded its highest U.S. revenue since 2020 in 2023, at over 36 billion euros, which represented nearly a quarter of the manufacturer’s global revenue. While the brand ranked third in the U.S. luxury car market, it was also the second most popular European car brand across segments in the country and ranked within the top ten battery-electric vehicle bestsellers in the U.S. in 2023. Aside from its revenue and sales number, the Mercedes-Benz Group keeps itself dynamic with increasing research and development expenditure, as the company is looking towards greater inclusion of Artificial Intelligence in its vehicles.Consumers and brand awareness
Behind Mercedes-Benz’s luxury market success is strong brand loyalty. Around 70 percent of U.S. consumers indicated they were likely to purchase a Mercedes-Benz-branded car again in the future, making it eighth in the brand loyalty ranking, just above Ferrari. This brand loyalty is mostly sustained by high consumer satisfaction rather than by a dynamic social media strategy. In the same survey by Statista Consumer Insights, only 18 percent of respondents in the United States had noticed the brand in the media, on social media, or in advertising in the three months before the survey, despite 90 percent of consumers being aware of Mercedes-Benz, if only by name. Around six out of 10 Mercedes-Benz drivers tended to be Millennials, compared to Millennials representing 37 percent of all car drivers across brands. This suggests the brand boasts a relatively young consumer base.Mercedes-Benz faces steep competition in the luxury and non-luxury market, but maintains a good popularity among U.S. consumers, particularly Millennials. As new brands, particularly electric vehicle marques, look to enter the luxury car market, this could disrupt the Mercedes-Benz Group’s performance in the United States. However, the manufacturer has been investing in research on new technologies to remain ahead of the curve.
