At home, the director says it doesn't make sense. But in the US, Mercedes will now prioritize 'cheaper' cars.
It has probably happened here at home. In other words, Mercedes has lowered the price. For example, the prices of factory new cars fell both in October 2022 and again in July last year.
Even so, the new chief executive of Mercedes in Denmark does not think that it really makes sense to agree to a price war. In fact, she calls it ' stupid '.
However, the American Mercedes importer does not. In fact, the brand is now regretting a strategy it laid out just two years ago. At least when it comes to the North American market.
That's what AutoNews writes.
READ ALSO: Motorists get a nasty surprise in electric cars, says FDM
The German brand will take the cheaper models to mercy in the US, it now sounds like. The decision comes in the wake of a sharp slowdown in the sale of electric cars.
In the home market of Germany alone, sales of electric cars fell by 55 percent in January. Get the explanation here. And a similar, downward curve appears in the United States.
So in order not to lose all sales, Mercedes will now also prioritize the sale of the smaller models with internal combustion engines.
The decision comes quite conveniently for the Mercedes dealers in the USA. We don't have to go back any further than last October to find Mercedes dealers acknowledging that customers were leaving.
And the customers who did show up, usually walked away with something other than the cars that Mercedes wanted to sell at the time. Namely the very expensive electric cars.
Analysts see Mercedes' new strategy as a sign of sanity. In any case, the German brand is now following the development.
– Mercedes keeps in touch with reality instead of trying to change it, says analyst at car site Edmunds, Ivan Drury, to the media.
And the dealers are apparently happy with Mercedes' turnaround. At least the dealers now believe they can make money again.
– I would rather have a cheaper car for sale for 30 days, which I can make a little profit on, rather than have an expensive car held for half a year and lose money, says a dealer to Autonews.
