Tesla Inc. has parlayed price cuts into a formidable lead over its luxury competitors in the first quarter of 2023.
The Austin, Texas-based automaker's first-quarter sales volume surged 55 percent from last year, and it sold more than double the volume of No. 2 BMW.
But the segment's historic favorites are fighting back against the new front-runner with their own fleets of electric vehicles.
Mercedes-Benz's EV sales have more than quadrupled in the first three months. The brand's four EQ-branded models accounted for 9.7 percent of sales in the first quarter, including vans.
EV "product is driving momentum," Mercedes-Benz USA sales boss Senol Bayrak told Automotive News on Wednesday. "We have now a full lineup of these cars available — from SUV to sedan."
To boost EV adoption, Mercedes will launch a six-week marketing campaign starting April 22. The Mercedes EQE SUV, which debuted last month, will be the centerpiece of the blitz.
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