Mercedes U.S. CEO sets ambitious sales goal despite 'tougher' market than anticipated

Mercedes-Benz USA CEO Adam Chamberlain said Tuesday that 2026 is shaping up to be more challenging than expected.  

"If you look at the market in the first couple of months of the year, the market environment is definitely a little tougher than we anticipated," Chamberlain told CNBC at the company's manufacturing plant in Vance, Alabama. "I think there are lots of distractions out there, whether it's geopolitics and everything else."

Car buyers are facing elevated auto loan interest rates and questions about the strength of the economy that threaten to slow shopping for a new vehicle.

But even with gasoline prices now topping $4 a gallon in the U.S., Chamberlain said the automaker hasn't yet seen consumers delaying buying a new Mercedes due to gas prices.

"I think in the short term, it's manageable," said Chamberlain. "But I think over [a] 90, 100 or 120-day period at closer to $5 [per gallon], it starts to become a bigger distraction."

Mercedes is investing $4 billion in its Alabama plant through 2030 in a push to increase production as the automaker targets a 28% increase in U.S. car sales.

Last year, Mercedes' U.S. retail sales totaled 303,200 cars, the automaker said. By 2030, it's targeting annual U.S. retail sales of 400,000 cars.

The majority of the vehicles that Mercedes sells in the U.S. are built overseas, which leaves the company subject to higher costs a year into President Donald Trump's higher tariffs on auto imports.

Those increased costs have cut into Mercedes margins, but Chamberlain said tariffs are not slowing sales.

"Since tariffs have been launched, we've only increased our prices 1.3%, significantly less than inflation," he said Tuesday.

In a push to increase sales, Mercedes also on Tuesday unveiled new versions of its popular GLS and GLE models, including a new GLE 53 Hybrid that will be built in Alabama.