Mercedes-Benz Reconsiders Its Strategy: Is 'Value Over Volume' Over?

Daily Car

19/02/2026

In 2022, Mercedes-Benz announced a clear plan: focus on high-profit luxury cars over mass-market models, a strategy they called 'value over volume'. This meant prioritizing top-end vehicles like the S-Class and Maybach. However, recent signals from the company suggest a potential shift in this thinking, raising questions about the future of its product lineup.

What was the 'value over volume' strategy?

This strategy was a plan to increase profitability by concentrating on the most expensive and exclusive vehicles. The core idea was to sell fewer cars but make more money on each sale. By reducing the focus on entry-level models, Mercedes-Benz aimed to elevate its brand image to an even more luxurious status and improve its financial returns. This meant potentially phasing out more affordable cars to dedicate resources to the high-margin segment of the market.

What indicates a change in this strategy?

During a recent financial meeting, company executives used the word 'growth' far more frequently than they had since the 2022 announcement. This change in language was significant enough for a Deutsche Bank analyst to ask directly if the 'value over volume' era was finished. This renewed emphasis on growth suggests that the company may be looking to increase its total sales numbers again, not just the price tag of each car sold.

Why would Mercedes-Benz change its approach?

Focusing exclusively on the ultra-luxury market can be risky. It limits the number of potential buyers and makes the company more vulnerable to economic downturns that affect high-end spending. A strategy that includes volume-selling models, like the A-Class, creates a wider customer base. It brings new buyers to the brand who may later upgrade to more expensive models. Balancing exclusivity with accessibility is a practical way to ensure steady sales and maintain a strong market presence.

What does this mean for car buyers?

This potential shift could be positive news for many car enthusiasts. It suggests that Mercedes-Benz will likely continue to offer a diverse range of vehicles, including more attainable entry-level options. For customers who aspire to own a Mercedes-Benz but are not in the market for a top-tier model, this means the opportunity may not disappear. The company appears to recognize the importance of volume, ensuring that the three-pointed star remains within reach for a broader audience.

2025-12-15

Genesis Electrified G80 Sedan Axed for 2025 Amid Shifting Market and Potential Tariffs

Genesis has officially discontinued the G80 Electrified sedan for the 2025 model year, citing market conditions and potential tariffs. Explore the reasons behind the decision and what it means for the brand's EV strategy.