Mercedes-Benz Canada Reports Best Sales Year In Company History

TORONTO, ON January 6, 2015; Mercedes-Benz Canada and its national dealer network announced today that the company has bested a number of previously established sales records by delivering a grand total of 40,555 Mercedes-Benz passenger vehicles, vans and smart units throughout 2014. This impressive total represented the best ever year-end results for Mercedes-Benz Canada, for an overall increase of 9.6% or 3,537 units, when compared to the company’s record-breaking 2013 sales results.

Mercedes-Benz passenger car and luxury light truck sales totaled 33,928 units for the year. This is ahead by 8.2% or 2,571 units. A total of 19,234 passenger car sales were delivered which exceeded last year’s notable sales figures by 7.8% or 1,395 vehicles. Luxury light truck sales amounted to 14,694 units, for an increase of 8.7% or 1,176 units. These numbers were not only the best sales results ever recorded in the company’s history but have also put Mercedes-Benz in first place among all other luxury manufacturers in Canada.

The entire product portfolio posted consistently strong sales results over the course of 2014, but there were some noteworthy accomplishments in the group. Again this year, Mercedes-Benz claimed the top position in the “luxury high” segment with particularly buoyant E-Class family and S-Class Sedan sales, which were ahead of 2013 by 12.8% and 136.1% respectively.

In its first full year on sale, the CLA proved to be a winner with a total of 3,851 cars retailed. The launch of the new generation C-Class was also extremely well–received and proudly retailed an impressive total of 2,638 units since its market introduction in August.

Luxury light truck sales results were fueled by strong demand across the entire SUV range with exceptionally strong performances by the versatile M-Class and the iconic G-Class, growing by an impressive 15.2% and 24.4% respectively from last year. Sustained demand for the GLA, the newest addition to the Mercedes-Benz SUV line-up, further bolstered luxury light truck sales to 964 units sold since its launch in September 2014.

The diesel take rate for luxury light trucks was 77.9% for the month and 79.3% for the year, while permanent all-wheel drive 4MATIC™ units accounted for 88.9% of passenger car and luxury light truck sales in December and 83.5% overall in 2014 (excluding smart).

With 2,034 Mercedes-AMG units sold in 2014, the performance brand reached new heights in Canada. This new sales record represented a 39.7% gain or 578 additional units when compared to 2013. Furthermore, Mercedes-AMG grew to 6% of total Mercedes-Benz passenger vehicle sales in Canada – up from 4.6% in 2013. This dynamic growth was due to the addition of 4MATIC all-wheel drive on several models as well as the availability of two new entry-level models, namely the Mercedes-AMG CLA 45 and the GLA 45 which boast the world’s most powerful four-cylinder production engine.

smart reported a total of 205 units sold in December, a 25% gain compared to the same time period last year. In total, smart delivered 2,550 units in 2014, which amounted to a 14% increase or 313 units compared to 2013. This success was not only attributable to a higher availability of the amazing local zero-emission smart fortwo electric drive and car2go fleet sales but also to numerous “smart city” initiatives which took place across the country. These innovative programs were instrumental in educating the general public about environmentally-friendly transportation and city-oriented lifestyle decisions and as such, successfully showcased the smart as the ultimate urban mobility solution.

The Mercedes-Benz Vans division sustained its sales cadence in December with a total of 297 Sprinter units delivered. A grand total of 4,077 vans were sold in 2014 which represented a laudable increase of 19.1% on a year-to-date basis. The availability of a new Sprinter equipped with a powerful and fuel efficient 4-cylinder engine certainly helped making it the best year ever for Sprinter.

The Mercedes-Benz Pre-Owned division reported 1,082 units retailed in December, an increase of 30% or 250 units which represented a fourth consecutive record-breaking month. A total of 14,296 Pre-Owned units were sold for a year-to-date increase of 8.5% or 1,123 units.

Mercedes-Benz and its authorized dealers continued to invest in the national retail network with a goal to continue providing customers with an impressive premium brand experience. In retrospect, 2014 celebrated the appointment of two new Mercedes-Benz dealerships, one in Montreal-East (QC) and the other in Brampton (ON) and heralded the new builds from the ground up of the existing Weber Motors (AB), Mercedes-Benz Thornhill (ON), Mercedes-Benz Winnipeg (MB) and Mercedes-Benz Rive-Sud (QC) facilities. In addition, 2014 marked the grand opening of the two new flagship facilities on the corporate retail side in the greater Vancouver area, namely Mercedes-Benz Vancouver and Mercedes-Benz Boundary.

Mercedes-Benz Canada was also on the cusp of innovative initiatives in 2014 with the introduction of an extremely efficient new lease return process that was implemented throughout the entire Canadian dealer network. This new approach was designed to increase the level of dealer engagement in the lease return pre-inspection phase and to provide more transparency to customers. The process incorporates a new tablet-based grounding application that facilitates the final inspection process and further focuses on personalized customer care.

On the aftersales side, the highly successful launch of the new Mercedes-Benz Prepaid Maintenance program ensures that customers vehicles’ factory scheduled maintenance is followed, that warranty is maintained and that work is performed by highly-skilled technicians using the latest diagnostic tools and Mercedes-Benz Genuine Parts. In addition to the overall positive ownership experience, Prepaid Maintenance was hailed and applauded by customers who benefitted from the tremendous savings (up to 30%) in comparison to pay-as-you-go maintenance.

“As I look back at the company’s strongest year-end sales results ever and at our leadership position in the luxury segment, I am very grateful for the passion and tireless work from every member of our unique and dedicated dealer network, our Mercedes-Benz employees across the country and our highly cooperative colleagues at Mercedes-Benz Financial Services who all strived to help us meet our collective goals”, said Tim A. Reuss, President and CEO of Mercedes-Benz Canada. “I would be remiss to mention that the achievements listed above were also met with many daunting challenges along the way but as a cohesive team, we managed to confront and surmount the hurdles. As we begin yet again a new chapter, I look forward to the continued support of the strong and devoted team of professionals that represent the three-pointed star here in Canada”.

Reuss continued: “I am also extremely proud to say that our overall growth strategy is working. It was another banner year for the Mercedes-Benz brand in Canada as we launched many exciting vehicles including the new generation C-Class Sedan, the S-Class Coupe and the latest entry in our growing SUV line-up, the GLA. All these vehicles were very well-received by Canadian consumers, and garnered significant acclaim, including two AJAC awards: the 2015 C-Class Sedan was named Best New Luxury Car (under $50,000) and the 2015 S-Class Coupe earned the Best New Prestige Car (over $75,000). smart continued to make great strides in the “micro-premium” vehicle segment as a game-changing and intelligent transportation solution. The Sprinter stood its ground in the light duty commercial vehicle segment by providing great value and outperforming the competition on many fronts including its remarkably compelling total cost-of-ownership”.

About Mercedes-Benz Canada

Mercedes-Benz Canada is responsible for the sales, marketing and service of the Mercedes-Benz and AMG passenger vehicles, Mercedes-Benz Vans and smart. Headquartered in Toronto, Ontario, Mercedes-Benz Canada Inc. employs approximately 1,500 people in 23 locations across Canada. Through a nationwide network of 12 Mercedes-Benz owned retail operations and 43 authorized dealerships, Mercedes-Benz Canada sold 40,555 vehicles in 2014. This represents the best year ever for the company and has positioned Mercedes-Benz as the top luxury manufacturer in Canada.