For Mercedes-Benz, Middle East and Levant, 2012 has been a year of resounding success in terms of sales, recording the best sales year till date. The company attributes the triumph to its two-pronged ‘Year of the SUV’ and ‘Year of the AMG’ regional strategy. The company broke its existing best sales year record, which was set in 2008, and also saw a 16.7 percent increase in sales as compared to that of the previous year. It closed the year with fifteen consecutive months of double-digit growth.
Speaking to the media about the successful run of Mercedes Benz Cars in 2012, Frank Bernthaler, Director of Sales and Marketing said, “By working closely with our long standing partners in the region to deliver exciting new vehicles and enhanced customer experience, we continued the momentum built in 2011 to accomplish this phenomenal achievement. We can proudly claim 2012 as the ‘Year of the SUV’ and the ‘Year of the AMG.’ With the December launch of our unequalled seven-seater flagship GL continuing to gather pace, we expect to continue making inroads into the luxury SUV market in 2013.”
The sales of the SUV segment saw a surge of 38 percent in 2012 as compared to that of the previous year. The launch of the new SUVs, M-Class, G-Class and the new flagship GL, with its unmatched performance, fascinating technology, space and refinement, contributed to the best ever sales in 2012. The launch of the M-Class and its three variants – V6 ML 350, V8 ML 500 and ML 63 AMG – saw sales numbers increasing by 52 percent over that of 2011, while winning accolades like ‘Wheels: Best SUV’ and ‘Middle East Motoring Awards: Best Performance SUV.’
The Mercedes-AMG division also recorded an 80 percent increase in sales as compared to that of 2011. The best-sellers in this category were the G 63 AMG, G65 AMG, C 63 AMG Coupé Black Series, the athletic and sporty SLK 55 AMG Roadster, the dual personality E 63 AMG executive saloon and the ML 63 AMG.
Individual general distributor markets like Abu Dhabi, Dubai, Bahrain, Kuwait, Saudi Arabia, Qatar and Iraq saw unparalleled yearly sales success. Regional sales were spurred on by the E-Class, which represents Mercedes-Benz’s most popular models, selling over 15,000 units since its launch in 2009.
Talking about the company’s strategy in 2013, Berthnaler said that AMG will continue to be a strong pillar in 2013 with the launch of the AMG Driving Academy Training Programme and the return of the annual AMG Performance Tour. The launch of the new generation E-Class and Mercedes-Benz flagship luxury sedan models are also planned in 2013.