Mercedes reach two impressive milestones in 2013. Last year was the best sales year Mercedes ever had and they now have the title of the best-selling luxury automotive brand in the U.S. Last year, Mercedes-Benz launched the all-new 2014 CLA-Class and it helped the German automaker overtake BMW for the top spot. The new CLA is selling so well, that supplies are already running short and dealers can’t keep up with the demand.
Mercedes sold a record 312,534 vehicles in the U.S. last year, which was a 14 percent increase from the previous year. Rival Bayerische Motoren Werke’s flagship BMW brand sold 309,280 vehicles which represented a 9.9 percent gain. This ended a two-year reign for BMW in the U.S. Mercedes also sells non-luxury vehicles like the Smart similar to Mini for Munich-based BMW but these are excluded from the luxury numbers.
The new CLA-Class was introduced in late September and it helped Mercedes is a big way in becoming number one. The $29,900 starting price (before destination) helped draw a new younger buyer into Mercedes showrooms. Mercedes sold 14,113 CLAs in 2013, and was a big contributor in sales of other models too. Mercedes says it’s raising the level of sales across the lineup for all Mercedes cars. Even if buyers aren’t interested in the CLA, they are purchasing other models.
Earlier last year, Mercedes wasn’t expecting to reach their goal and pass BMW. Daimler CEO Dieter Zetsche told journalists at an event in Ontario that Mercedes wasn’t likely to be the U.S. luxury winner. He said, “I don’t think we’ll be No. 1 at the end of the year and that’s OK.” Mercedes misjudged the success the new CLA was going to have.
In April 2013, Mercedes-Benz introduced the new CLA compact luxury car to the European market, and then launched the four-door coupe in the U.S. on September 20. The new stylish coupe has quickly become a top seller around the globe. In less than four months, over 12,000 CLAs were delivered to U.S. customers. Steve Cannon, head of Mercedes’s U.S. sales said, “This is our best launch in 20 years. The CLA has been a phenomenal success right out of the gate.”
Mercedes began marketing the all-new 2015 CLA-Class and used a star-studded cast to brilliantly promote the new four-door coupe. They’ve done such a good job of marketing the car, that they now can’t keep up with the demand.
Watch Mercedes-Benz 2013 Super Bowl Commercial (Extended Cut): "Soul" video.