Despite its legendary status at Mercedes-Benz, the SL roadster is facing a challenging time in terms of sales.
The 2024 figures reveal a staggering 56% drop, making this model an unexpectedly significant commercial failure, while the AMG GT seems to be thriving with sports car enthusiasts.
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A roadster struggling to find its place
Launched in 2021, the Mercedes-Benz SL was intended to mark a revival for this iconic model. With its chic design, impressive performance, and modern tech options, it had all the ingredients for success. Yet, only 1,608 units were sold in 2024—a shockingly low number compared to market giants like the GLE, which nearly matches that figure in a single week. Of course, the SL has always been a niche model. But even with appealing variants like the SL 63 S E Performance, boasting a hybrid powertrain with 805 horsepower, customers don’t seem convinced. This luxurious roadster, designed to be both fast and comfortable, finds itself at a crossroads—caught between automotive elitism and shifting customer expectations toward more versatile models. It’s a real shame, as this latest version of the SL is truly a fantastic car: high-performing, comfortable, modern, and featuring a stunning design.
The AMG GT takes the lead
While the SL falters, its sportier cousin, the AMG GT, is having an outstanding year, with sales surging by 77%. This versatile model, aimed at competing with the Porsche 911, comes in both coupe and four-door versions and appeals to buyers seeking a blend of raw performance and refined style. In 2024, 3,491 AMG GTs were sold, proving that niche segments aren’t doomed—provided they deliver real added value. With its bold design and uncompromising performance, the AMG GT has successfully met the expectations of high-end sports car enthusiasts. Customers seem to prefer the AMG GT, which better embodies dynamism and exclusivity, over the SL, which struggles to stand out in a market dominated by SUVs and premium sedans.
Mercedes bets on its core segments
The lack of interest in the SL doesn’t reflect the overall state of Mercedes-Benz. The German automaker recorded an overall growth of 9% in 2024, with over 324,000 vehicles sold in the U.S. This success is driven by the SUV and AMG segments, as highlighted by Dimitris Psillakis, CEO of Mercedes-Benz USA: “Sales in our top-end segment continued to dominate, setting new benchmarks with record Mercedes-AMG sales and an all-time record for the G-Class.” By focusing on more versatile products aligned with market trends, Mercedes prioritizes vehicles that guarantee immediate returns on investment. Unfortunately for the SL, this shift leaves little room for a roadster whose appeal seems limited to a small group of enthusiasts willing to pay a premium for a leisure vehicle.
This article explores the challenges faced by the Mercedes SL in a changing market, the rising success of the AMG GT, and Mercedes-Benz’s overall strategy to meet customer expectations. A mix of performance, luxury, and pragmatism is shaping the future of the German brand in an ever-evolving automotive landscape.
Images: © Mercedes Benz