Daimler Targets 30 New Models by 2020 in Product Push
Mercedes-Benz parent Daimler plans to launch 30 new vehicles by 2020, aiming to challenge Audi and BMW and regain leadership in the global premium segment.
Daimler has set out plans to introduce 30 new models by 2020, as it looks to strengthen Mercedes-Benz’s global position and close the gap to premium rivals Audi and BMW. The announcement was made by chief financial officer Bodo Uebber, who confirmed the company’s intention to launch a new car roughly every quarter over the next seven years.
The move comes as Mercedes-Benz continues to trail its two main competitors in global premium sales. Daimler’s management has made clear that a broader, fresher line-up is central to its ambition of reclaiming the number one spot in the segment. The 30-model target includes both all-new vehicles and significant updates, with the offensive spanning a wide range of body styles and market niches.
Focus on China and Global Expansion
China remains a key market for Daimler’s growth strategy. The company recently increased its stake in Beijing Automotive (BAIC) to 12%, investing €625 million. This marks the first time a foreign carmaker has taken such a large share in a state-owned Chinese manufacturer. The partnership is expected to help Mercedes-Benz expand its local presence and adapt more quickly to the preferences of Chinese buyers, where the brand still lags behind Audi and BMW.
Daimler’s collaboration with BAIC also includes support for the Chinese company’s own brands. This local engagement is designed to build long-term loyalty and increase Mercedes-Benz’s share in the world’s largest car market. The company’s management sees China as vital to reaching its global sales ambitions and justifying the scale of its new model programme.
Product Strategy and Competitive Pressure
The planned model offensive reflects a wider trend among premium manufacturers to fill every possible niche. Daimler’s approach mirrors similar expansion strategies seen at Audi and BMW, both of which have launched a steady stream of new SUVs, crossovers and performance variants in recent years. The new Mercedes-Benz models are expected to cover everything from compact cars to luxury limousines, as well as SUVs and specialist vehicles.
- 30 new Mercedes-Benz models to launch by 2020
- Quarterly new model cadence planned
- Expansion includes all-new vehicles and major updates
- Focus on SUVs, crossovers and China-specific models
Daimler’s strategy puts pressure on its competitors to maintain their own product pipelines. The move is also likely to affect suppliers, dealers and factory workers, as the company ramps up development and production to meet its targets. For buyers, the result should be more choice across the Mercedes-Benz range, with newer technology and design updates arriving at a faster pace.
What it means for the premium segment
The scale of Daimler’s product plan underlines the intensity of competition in the premium segment. With Audi, BMW and Mercedes-Benz all pushing for global leadership, the next few years will see a rapid turnover of new models and technology. Daimler’s ability to deliver on its 30-model target will be closely watched by investors and industry observers, particularly as it looks to accelerate in China and other key markets.
