Mercedes-Benz plans on killing off at least seven of its car models in the United States.
While speaking during a webinar in late June with dealers, Mercedes-Benz USA chief executive Nicholas Speeks confirmed that the company’s range would be reduced. While Speeks didn’t specify which models are on the chopping block, sources have a good idea of what will be axed.
According to Auto News, coupe and convertible versions of the C-Class, E-Class, and S-Class will all be dropped from the U.S. range. In addition, one of the brand’s AMG GT models will be axed, as will the CLS Coupe.
Vice president of AutoForecast Solutions, Sam Fiorani, has suggested that the sportier styling of new sedan models has essentially made Mercedes-Benz’s coupe models redundant.
“With the added utility of rear doors and a fully usable back seat, sedans have made two-door models redundant,” he said. “Two-door coupes and convertibles now only appeal to a handful of buyers who find the extra openings offensive. These buyers are slowly moving to sedans or utilities, or aging out of personal vehicles altogether.”
Greg Gates, the vice president of Swickard Auto Group which operates three Mercedes-Benz dealerships, added to this by saying there simply aren’t many customers who are in the market for coupes and convertibles.
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Details about which GT model will be culled are unclear. However, Fiorani claims the GT 4 Door will be discontinued at the end of the current model’s lifecycle in 2023 because it competes for customers in the same price range as the CLS and S-Class, impacting profits.
Overall, Mercedes-Benz is looking to reduce complexity and cost within its U.S. range. The owner of Mercedes-Benz of New London in Connecticut claims that the brand’s product expansion in recent years has actually made it difficult for consumers to differentiate between models.
“Reducing model proliferation is good. We’ve been asking for that,” he said. “Whether or not seven models is enough, time will tell.”
