Explore jobs
Find specific jobs
Explore careers
Explore professions
Best companies
Explore companies
Mercedes-Benz USA history
Mercedes-Benz USA company history timeline
On January 1, 1965, Mercedes-Benz of North America opened its doors.
A separate high-performance division, Mercedes-AMG, is founded in 1967.
Car Throttle and Mercedes-Benz turned a 1969 Mercedes-Benz 280 S into a period correct rally car.
1970’s: The success of Mercedes-Benz continued in the 1970’s with the production of the popular SL and SLC 107 series, followed by the G-Class and S-Class series.
More safety features were introduced, including the important Antilock Braking System (ABS) in 1978.
In 1984, Ayrton Senna wins the Race of Champions in the Mercedes-Benz 190 E 2.3-16.
Toyota Motor Corporation founded its Lexus division in 1989 largely to compete with the likes of Mercedes and BMW. It succeeded.
The “EVO II” debuted in March 1990.
By 1991, Mercedes was only beginning to pay attention to what the customer, and the American customer in particular, wanted.
30 years ago, in 1991, the S-Class, model series W 140, celebrated its premiere at the Geneva Motor Show.
The president of Mercedes-Benz North America, Mike Jackson, said the seminal moment came in 1993 when the company decided to go for a total brand approach and deep-six all tactical activities like rebating and subsidized leases.
By 1994 Mercedes began reacting to a shift in the market for luxury cars.
Mercedes continued in the same general direction with its 1995 campaign, also by Lowe.
In 1995, BMW produced an ad introducing its Z3 roadster that starred Pierce Brosnan as James Bond.
Sales rose slightly from the same period in 1996, but sales for market leaders Jeep Cherokee and Grand Cherokee, Ford Explorer, and Chevy Blazer were down.
As the sports utility market fragmented, great success for new entrants would be an "uphill battle," according to Michael Davis of Gannett News Service. For example, Ford Motor Company's Lincoln-Mercury Division introduced the high-end Mercury Mountaineer in 1996.
The agency added to the campaign on Sunday, September 14, 1997, when ads introduced four new models.
The approach was so successful that BMW did the same thing in 1997 with the James Bond movie "Tomorrow Never Dies." The agency incorporated movie footage into three spots, four print spreads, and a newspaper ad.
Meanwhile, Toyota Motor Corp., which previously had never made enough of its sports utilities to meet demand, began advertising in the summer of 1997 new availability of its Land Cruisers, 4Runners, and RAV4s.
In March 1998, almost exactly one year after the branding campaign was launched, sales were up 69 percent from the previous March.
Mercedes said its relationship building extended to its Internet site, where it created an S-class preview in November of 1998.
Daimler-Benz also underwent several business changes over the decades like the merger with the Chrysler Corporation in 1998, which saw the company change its name to DaimlerChrysler AG and solidify its global position.
2000 Telematics Beginning in 2000, Mercedes-Benz vehicles began to communicate with the outside world – through computers and later phones – bringing customers a new level of connection, and leading the way for internet connectivity within the vehicle’s cabin.
Although MBUSA did not disclose the campaign's budget, it was known that the luxury-automobile company had spent $164 million on advertising in 2001.
In 2001 Mercedes had slipped to third, behind BMW and Toyota's Lexus.
Siler, Steve. "'Mercedes-Benz SL500'—Uber-Sexy." Road and Travel Magazine, 2002.
As it was promoting an $85,000 automobile, the campaign was not intended to appeal to the masses. Thus, the 2002 "Unlike Any Other" campaign was launched.
In 2003 BMW became the best-selling luxury car in the United States
According to one Road and Travel Magazine writer: "Just when you thought it couldn't get any sexier … Mercedes-Benz rolls out the unforgettable new 2003 SL500…. And once you take a look, you'll take a second one.
By 2004 the number had exceeded $33 billion.
"Mercedes Sales Rise." Atlanta Journal-Constitution, May 7, 2005.
It was in 2007 that the company was renamed simply Daimler AG.
Pioneered in the 2017 E-Class, Car-to-X Communication shares critical information with other vehicles to warn of potential danger, such as slippery roads or broken-down vehicles.
bmw original parts wholesale on February 4, 2020 at 1:15 pm
“H” number plate in 2020.
Success in the “Motor Klassik Award 2021”: Mercedes-Benz top in five categories.
Rate Mercedes-Benz USA's efforts to communicate its history to employees.
Mercedes-Benz USA jobs
Do you work at Mercedes-Benz USA?
Is Mercedes-Benz USA's vision a big part of strategic planning?
Mercedes-Benz USA competitors
| Company name | Founded date | Revenue | Employee size | Job openings |
|---|---|---|---|---|
| Mercedes-Benz Retail Group | 2000 | $130.0M | 3,000 | - |
| Park Ave Motor Corp | 1916 | $106.1B | 133,778 | 8 |
| 500 Automotive Group, LLC | - | $400,000 | 5 | - |
| Gene Reed Toyota | - | $25.1M | 150 | - |
| Saturn Consortium | 1985 | $14.5M | 100 | 20 |
| Byrider | 1989 | $21.3M | 625 | 84 |
| ADESA | 1989 | $1.6B | 7,500 | 62 |
| Pep Boys | 1921 | $2.1B | 16,394 | - |
| Infiniti | 1989 | $220.0M | 3,000 | 80 |
| Porsche Cars North America, Inc. (PCNA) | - | $23.3B | 24,481 | 39 |
Mercedes-Benz USA history FAQs
Zippia gives an in-depth look into the details of Mercedes-Benz USA, including salaries, political affiliations, employee data, and more, in order to inform job seekers about Mercedes-Benz USA. The employee data is based on information from people who have self-reported their past or current employments at Mercedes-Benz USA. The data on this page is also based on data sources collected from public and open data sources on the Internet and other locations, as well as proprietary data we licensed from other companies. Sources of data may include, but are not limited to, the BLS, company filings, estimates based on those filings, H1B filings, and other public and private datasets. While we have made attempts to ensure that the information displayed are correct, Zippia is not responsible for any errors or omissions or for the results obtained from the use of this information. None of the information on this page has been provided or approved by Mercedes-Benz USA. The data presented on this page does not represent the view of Mercedes-Benz USA and its employees or that of Zippia.
Mercedes-Benz USA may also be known as or be related to Mbusa, Mercedes Benz USA, Mercedes-Benz USA, Mercedes-Benz USA LLC and Mercedes-benz Usa.