Mercedes: Slow Product Rollout Delays a Full Revenue Recovery to 2028

Following Daimler Truck's spinoff in December 2021, the remaining car, van, and mobility businesses were rebranded as Mercedes-Benz Group instead of Daimler. At the same time, Mercedes introduced its "economics of desire" strategy in 2022, aiming to position itself as a luxury goods company by exiting lower-margin entry-level models, maintaining the core lineup, and steadily expanding its high-end offerings. The objective was to develop a brand portfolio strong enough to enable pricing power across all economic and market conditions. Even though Mercedes has made some progress in the variety of products it offers, it hasn't led to an increase in profits.