Mercedes-Benz coupes and convertibles may get the axe to simplify lineup
Report says 7 to 8 models may get cut
Both dealers and consumers struggle with the Mercedes-Benz current lineup
Mercedes-Benz is looking into cutting down its vast model lineup to make things easier for its dealers and to reduce its risk in an uncertain retail environment. That’s what Mercedes-Benz USA CEO Nicholas Speeks told dealers during a webinar in June, without elaborating further.
Now, a source who spoke with Automotive News, says the convertible and coupe versions of the C-Class, E-Class, and S-Class lineups are under consideration as well as the CLS. Mercedes-Benz could further trim down its model lineup by removing “one of the AMG GT models”. That probably means the four-door coupe although we are just speculating.
It’s no secret Mercedes-Benz has a ridiculous lineup of cars and SUVs, and with demand falling across the board for sedans it’s no surprise it’s looking into cutting down.
Moreover, many of its vehicles compete for the same buyer which creates confusion. The S-Class Coupe and AMG GT sedan are priced about the same, as are the CLS and higher trims of the E-Class. With the CLS and AMG GT combined with the E-Class and S-Class models, Mercedes-Benz essentially has a coupe, convertible, four-door coupe, and sedan versions of its most expensive cars. That’s too much in a market where buyers want SUVs more than ever.
The coronavirus pandemic has hit production hard, further amplifying the problem for an automaker with too many low-volume models to produce. Reports suggested recently that Mercedes-Benz may look to halt A-Class production in North America to focus on the recent GLB.
Having so many models (15 at latest count) also creates headaches for dealers. One dealer told AN that the M-B lineup was like a “menu at Cheesecake Factory”. This can create frustrations for consumers who can’t get the configuration they want without a long wait and a constant puzzle for dealers trying to plan inventory.
Add to this the need to develop new electrification technology and build less combustion engines in favor of more electric vehicles, and it wouldn’t be surprising to see Mercedes-Benz follow through.