Mercedes boss: “there aren't many niches left to fill”

Mercedes’ biggest arrival at the 2018 Geneva show was its littlest model, the fresh A-Class hatchback, complete with that ultra-stylish, tech-crammed interior. Meanwhile its tyre-wrecking tearaway offshoot, AMG, presented the new AMG GT four-door, in 53 Hybrid and 63 V8 variants.

Alongside the brand-new CLS, hot E-Classes, ultimate S-Classes and the Maybach, Mercedes now offers five separate four-door, saloon-ish models of high luxury and monstrous power. And that’s before you include the SUV lines…

So, is Mercedes is danger of running out of ideas – of having filled every last niche twice over? Top Gear posed this very question to the chairman of Mercedes’ parent company, Daimler, in Geneva. Here’s what Dieter Zetsche has in response:

“Of course, every new car we launch has some ‘substitution aspects’ to the existing portfolio”, said the ever-affable German. “But typically we have a higher cannibalisation impact on our competition, which is what we are aiming for!” He cracks a broad smile from behind the trademark moustache.

Mercedes is indeed doing roaring business. It pinched the crown of world’s biggest-selling premium carmaker from BMW two years ago, and consecutive record years in 2016 and 2017, despite a nervy car market in post-dieselgate Europe, have defended the crown. Merc needs to keep eroding sales from BMW and Audi in particular to stay on top.