Mercedes-Benz shows off 8 new vehicles to dealers; electric CLA and GLC coming in 2024

Mercedes-Benz’s annual North America dealer meeting was themed “Beyond” and offered an early look into how the nearly century-old inventor of the gasoline-powered vehicle will pivot to an electric century.

Over two days in Vancouver late last week, Mercedes treated more than 350 U.S. and Canadian retailers to a product and technology show-and-tell.

“We are in the middle of a transformation,” Mercedes-Benz USA CEO Dimitris Psillakis told sibling publication Automotive News. “We showed how products and technology support the strategy.”

Mercedes’ Chief Software Officer Magnus Östberg delivered a deep dive into the bespoke operating system underpinning the automaker’s next-generation software-defined vehicles.

Britta Seeger, Mercedes sales and marketing chief, expanded on the digital strategy, where software apps and subscription services will deliver recurring revenue streams for the factory and its retailers.

Dealers saw eight vehicles at last week's event, including the redesigned E-Class sedan, AMG SL 43 roadster and Maybach EQS SUV.

Mercedes is aiming for EV kingpin Tesla Inc.'s sweet spot with an electric CLA sedan and an electric GLC crossover, indicating Mercedes could ditch the EQ branding for its electric vehicle lineup.

The compact CLA should get 400 miles — or 640 kilometres — of driving range and arrive in stores next year.

Sources described the sedan as larger than the combustion engine CLA but with a sleeker profile. The interior carries over the digital-first cockpit design of Mercedes’ current electric models.

The battery-powered CLA will be Mercedes’ conquest vehicle for the EV age, aiming to poach Tesla’s young, tech-focused consumers.

“There's a recognition that CLA brings 60 percent new buyers to the brand,” a U.S. dealer said.  

The electric GLC is a successor to the EQC electric crossover, which was to be Mercedes’ first mass-volume EV in North America. But that launch was scuttled due to the crossover's limited range, which was deemed inadequate for the market.

The GLC EV will arrive next year with about 300 miles (480 km) of range and an all-new design.

A dealer described the new crossover as having a rounded front and rear rather than the boxy styling of the combustion engine variant. The EV had a pair of power domes on the hood and a light signature running across the front.

Mercedes' light commercial vehicle unit also got spotlighted at the dealer presentation.

The automaker has an ambitious electrification plan for its passenger and cargo vans. Later this year, Mercedes will bring a battery-powered Sprinter to at least the United States. A luxury midsize passenger van and a range of electric RVs will follow.

At the meeting, Mercedes revealed a large cargo van concept named Sustaineer, with range-extending solar panels on the roof. It should arrive in 2025 with a 275-mile (440-kilometre) range. A dealer described the vehicle as an “upfitted Sprinter” van.