In 2016, Mercedes-Benz was the premium brand with the most new-car registrations in many countries, such as in Germany and in the USA. Mercedes-AMG set a new record last year with sales of approximately 100,000 vehicles (+44.1%). 2016, the smart brand sold more cars than ever before in one year (144,479 units, +21%).
Mercedes-Benz was more successful than ever in the year 2016: The Stuttgart-based premium brand with the three-pointed star increased its unit sales by 11.3% and delivered 2,083,888 vehicles to customers all over the world. This means not only that Mercedes-Benz grew worldwide faster than its German competitors, but also that it delivered the most cars in the premium segment.
Dr Dieter Zetsche, Chairman of the Board of Management of Daimler AG and Head of Mercedes-Benz Cars: “2016 was the most successful year for Mercedes-Benz in the history of the company, and the sixth record year in succession. With new cars with pioneering design that inspire our customers and with particularly strong growth, above all in China and Europe, we have climbed to the top of the premium segment. And we are accelerating further – with new technologies, products and services.”
The model portfolio of Mercedes-Benz with the sub-brands Mercedes-AMG and Mercedes-Maybach is bigger and more diverse than ever before. And the plug-in-hybrid initiative is in full swing: with eight models, Mercedes-Benz offers the widest range in the premium segment.
“Our growth strategy is taking effect. Since 2013, Mercedes-Benz has grown every year at a double-digit rate. Mercedes-Benz is now the premium brand with the strongest unit sales; we have achieved our goal four years earlier than we aimed for. In 2016, Mercedes-Benz for the first time sold more than two million cars, an increase of over eleven percent,” stated Ola Källenius, Member of the Board of Management of Daimler AG, so far responsible for Mercedes-Benz Cars Marketing & Sales and since January 1, 2017 responsible for Group Research and Mercedes-Benz Cars Development.
The year 2016 ended for Mercedes-Benz with the highest-ever unit sales in a December, which was also the 46th consecutive record month (190,269 units, +6.8%), and with the best quarter of all time (545,967 units, +10.2%). In full-year 2016, Mercedes-Benz was the best-selling premium brand for example in Germany, Italy, Portugal, Japan, South Korea, Australia, Taiwan, the USA and Canada.
Best-ever sales and double-digit growth in Europe
Europe was the biggest sales region of Mercedes-Benz once again in 2016. With growth of 12.4%, primarily due to strong sales of the E-Class and the SUVs, best-ever volumes were achieved; nearly 900,000 Mercedes-Benz vehicles were sold to customers in Europe in the past twelve months. In Germany, a total of 293,209 customers decided in favour of a new car with the three-pointed star, an increase of 7.2% compared with the previous year. Mercedes-Benz achieved strong double-digit growth in 2016 in the major markets of Great Britain (+16.6%), France (+16.7%), Italy (+16.6%), Spain (+18.2%) and Belgium (+17.5%).
Strongest growth in the Asia-Pacific region
Demand for Mercedes-Benz models in the Asia-Pacific region was higher than ever in the year 2016. 734,169 vehicles were delivered to their new owners, an increase of 19.3%. China was once again the biggest individual market for Mercedes-Benz, in terms of both absolute unit sales and growth: Full-year sales there increased by more than a quarter to the new record of 472,844 units (+26.6%). The Stuttgart-based company with the three-pointed star posted new best-ever unit sales last year also in Japan (+3.5%), South Korea (+25%), Australia (+14.8%), Taiwan (+17.4%) and Malaysia (+8.6%).
Best-ever unit sales in the NAFTA region
In the NAFTA region, nearly 400,000 Mercedes-Benz automobiles were sold last year (+0.6%). 340,237 vehicles were delivered to customers in the USA, where Mercedes-Benz was able to maintain the high sales level of 2015. More vehicles were sold than ever before in one year in Canada (+4%) and Mexico (+34.4%).
Digitization in sales: ordering a car with a mouse click
With the launch of the Germany-wide Mercedes-Benz online store in summer 2016, the premium brand has taken a further step towards the sales in the future. At www.online-store.mercedes-benz.de, customers all over Germany can select from a large number of preconfigured new Mercedes-Benz vehicles. The online platform offers all the functions required for a convenient and complete purchasing experience on the Internet. For the first time, customer legitimation is possible using video identification. This means that the sales process can be fully carried out online and on seven days of the week – from the comfort of one’s own home or while on the move.
The online store appeals in particular to young and media-related customers and is an integral component of the broad-based “Best Customer Experience” marketing and sales strategy at the Mercedes-Benz Cars division.
Overview of sales by Mercedes-Benz Cars