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Dimitris Psillakis, CEO of Mercedes-Benz USA

As the global automotive industry transitions to an electric future, Mercedes-Benz aims to become the most desired electric brand in the world. From 2025 onwards, all newly launched vehicle architectures will be electric-first, demonstrating Mercedes’ commitment to electrification and efforts to provide a variety of options to consumers. To refine this strategy, Mercedes recently announced ambitions to expand its luxury purchasing experience in addition to focusing on luxury automobiles.

We’re in a steady race to decarbonization. With that, we realize that there cannot be luxury in the future without sustainability. Now that we’ve made a full commitment to electric, surpassing milestones along the way, we are shifting capital allocation and engineering resources to the luxury segment because the demand is there. We are focused on bringing real value to our customers, dealer partners, and shareholders worldwide.

Mercedes-Benz will rebalance its product portfolio, allocating more than 75 percent of its investments to the most profitable market segments. Mercedes is transitioning from one electric vehicle line to a full lineup of vehicles focusing on three key product categories:high-end luxury, core luxury, and entry-level luxury. This increased focus on luxury products is reflective of our rising customer demand in these segments.

Our goal to go totally electric by 2030 – where market conditions permit – and become CO2-neutral by 2039 are key components in strengthening the link between luxury and sustainability. With a higher concentration on the top end of the market, Mercedes will generate a strong financial performance even under increasingly adverse market conditions. By the end of this decade, Mercedes aims to have reduced CO2 emissions per passenger car by half from 2020 levels. Electrifying the car fleet, charging with green energy, increasing battery technology, and a large use of recyclable materials and renewable energy in manufacturing are all important components in the overall electrification strategy.

The Customer is the Focal Point

Xray view of Mercedes-Benz EQS electric car.

Success in the future requires changes today. In order for this new portfolio approach to work, we recognize that the number-one component driving demand in luxurious mobility is digital and sustainable luxury. This is being defined by values and benefits that go beyond physical experiences. Customers seek and demand valuable resources such as time. As a result, everything is being viewed through the lens of innovation, addressing this urgent need of customer convenience. We’re making incredible progress on all fronts. And we’re doing it as a team.

We are committed to providing a superior customer experience that extends beyond traditional channels and senses. Mercedes-Benz has launched a brand-new effort as a result of this: "Customer First" – an all-new initiative designed to address overall brand perception issues, improve customer satisfaction, and drive loyalty by. Customer First will channel customer issues directly to an HQ Central Team for quick answers to questions and swift resolution of potential issues. This initiative is part of our commitment to deliver the best white-glove service possible.

Evolving for an Electric Future

Mercedes-Benz Vision AMG illustrates the company's electric future.

We’re also hard at work establishing new marketing and sales channels, both online and offline, to ensure a seamless consumer experience. The world is changing because of technology and we have to utilize its full potential to provide meaningful added value to our consumers. At every touchpoint, beginning with digital communication, the greatest user software offers high usability and an immersive customer experience. Additionally, Mercedes will begin combining equipment packages in an effort to simplify configuration and meet customer needs. The packages will be tailored to the tastes of customers and geographical demand, allowing for faster delivery.

For 130 years, Mercedes has placed emphasis on creating unforgettable brand experiences across all customer touch points inside and outside of the car. It’s important to us that customers are able to view a new vehicle in person, experience it with all of their senses, and drive it. We're excited to continue this good work, focusing on giving customers the unique Mercedes-Benz brand experience they demand and deserve.

Dimitris Psillakis is Head of Marketing and Sales at Mercedes-Benz Cars North America and CEO of MBUSA