Mercedes-Benz’s ambition is to become the number one premium brand in the UK car market (fleet and retail), on the way to becoming the world’s best-selling premium brand.
These are courageous aspirations given how long it has lagged behind its rivals BMW and Audi. The growth will be fuelled by new products, many of which are compact and affordable, giving drivers an opportunity to own or lease a new Mercedes-Benz they might not have had before, whether because the cars were out of their budget or lacked the appeal to attract younger customers.
Cars such as the latest A-Class, the CLA four-door coupé and GLA crossover are all helping boost growth and with almost 110,000 registrations in 2013, it is gaining on BMW and Audi.
The Smart range is being relaunched with a new Fortwo and Forfour this year, based on a shared platform with the new Renault Twingo. This should create renewed interest in Smart as well as attract customers who might have outgrown their Fortwo.