Image: CarSales
Image: CarSales
AutoExec Summary
Mercedes-Benz, a German luxury brand, is experiencing a decline in sales in Australia and losing its leadership position to BMW. The new CEO, Jaime Cohen, is determined to reverse this trend by focusing on introducing new models rather than resorting to discounts. The brand has seen a significant drop in registrations, with only around 18,000 cars registered in 2024 compared to 37,068 in 2017. Cohen is confident that with the introduction of new models like the Mercedes-AMG GLC 63, they can reclaim the top position in the market. While sales targets of 40,000 are no longer the goal, the brand aims to increase volume by emphasizing the quality and technology of their products to customers. Despite the challenges, Cohen believes that Mercedes-Benz has the potential to bounce back and regain its position as a leader in the luxury car market in Australia.
Brands mentioned: Mercedes-Benz, BMW, Tesla
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