Mercedes-Benz and its sales have been dwindling in recent years. However, it did not stop the German automaker from presently revealing the all-new, seventh-generation model.
Mercedes-Benz SL Heritage
In fact, Mercedes-Benz has only managed to sell 1,300 examples of the SL last year. It is roughly 10 times less than the numbers it does routinely selling in the early 2000s. However, the key factors, such as the SL’s heritage, its position as a convertible halo with the brand’s range. There is a loyal group of customers is all reasons why it remains in the Mercedes-Benz range.
The global head of marketing and sales for Mercedes-AMG, Michael Knoller, has acknowledged that the sales of the SL are dropping due in part to an increased demand for SUVs. Thus, in addition, Knoller has said that the carmaker’s large array of models has also cannibalized sales.
“Thus, when you look at the U.S. market, I think you do have to include, in addition to the core segment, we have offered the S-class coupe and cabriolet, and the Mercedes-AMG GT roadster.”
In fact, the sales of the Mercedes-Benz SL have also been impacted by the arrival of the Lexus LC. It is on track to sell around 3,000 units this year. Moreover, it is almost 35 percent over last year. Also, the president of automotive research and consulting firm Alexander Edwards. In fact, Tesla has “bullied the others aside” and is now a brand that is seriously considered by performance car buyers.
Also, Knoller has said that the car’s heritage and its loyal customers are key. That speaks as to why the SL is sticking around.
It is important to have this SL in our product portfolio brand-wise. Actually, it is one of the icons since the 1950s, he said. “Moreover, every decade there is an SL which reflects the lifestyle of the time period. In fact, the SL customers tend to be more loyal customers. However, it is not only marketing to keep the icon alive.