Mercedes-Benz has sustainability and luxury targets firmly in its sights, according to Tom Brennan, head of fleet sales.

Tom Brennan, head of fleet sales at Mercedes-Benz UK

What are the main targets for Mercedes-Benz over the next 12 months?

TB: To continue to focus on driving our ambitions around the move to sustainability and luxury. The fleet industry plays a key part in this move, with our long-term and global ambition to have a CO2 neutral car fleet within the next 20 years.

How can the fleet industry play its part in achieving that CO2-neutral car fleet?

TB: Over the last few years, more and more of our customers have shifted to EVs and we are fortunate to have BEVs in all segments supporting this transition – with more to come in the future. The biggest unknown in the move to a CO2 neutral car fleet is government legislation, Fingers crossed the right steps are taken.

Why was there a departure from volume into sustainability and luxury?

TB: We want to fully realise the potential of our brand in the luxury automotive market, which is why we are focusing on the top-end luxury segment. That means vehicles such as the S-Class and EQS, as well as the core luxury segment, for example, the E-Class. Our aim is to continue to grow in a profitable way; the focus on sustainability and luxury enables us on this path.

Apart from the cars, how can Mercedes-Benz prepare fleets and drivers for the switch to EVs?

TB: The whole conversation with our customers now is about EVs, as they seek to understand how best to make the transition from ICE. Through the expertise of our sales teams, working with our leasing partners we will support them on the journey, to ensure they have the right advice and the right products. We will also continue to develop our online tools to support the decision-making and help them understand the benefits and costs of transition.

What are the biggest challenges for an established OEM, with so much history with petrol and diesel engines, in persuading people to go EV?

TB: We don’t really see it as a challenge because of our product lineup. The really exciting piece, for me, is that we have an ever-growing range of BEVs for our customers. And we’ve also just seen what’s possible with the Vision EQXX – more than 600 miles on a single charge.

How will the shift to an agency model for retailers affect fleets and drivers?

TB: Our customers will continue to receive the best possible sales and aftersales experience and we are constantly evolving and striving to improve their experience in the physical and digital space.

What happens with the future vehicle line-up/range? How many more EQ models and what happens to the legacy names such as C-, E- and S-Class?

TB: Mercedes-Benz is getting ready to go all-electric by the end of the decade, where market conditions allow. Shifting from electric-first to electric-only, the company is accelerating toward an emissions-free and software-driven future.

Will the line-up be simplified to reflect customer/driver demands and how will that make life easier for fleets?

TB: We started our product simplification journey over three years ago. Customers want transparency and ease when searching for a vehicle especially in the online space and we have already reduced the complexity across our entire range.

Finally, as the clocks ticks towards 2030, how do you manage the ICE cars being produced alongside electric models?

TB: The Mercedes-Benz AG production plants are extremely flexible and can produce vehicles with different drivetrains on a single production line, which means it’s possible to adjust production according to market demands. With the strategic goal of shifting to all electric, this high degree of flexibility is a real advantage.

IN PROFILE

Number of models: 18 Class types

Best fleet seller: EQA

Total sales for 2021: 96,967

Next model launch: EQE

FLEET FACT:

Based on the quoted range of the EQS 450+, fleet drivers can complete a London to Amsterdam round trip on a single charge – with miles to spare.

Aims for the future: To continue to accelerate the shift to carbon neutrality.