Why Was the Mercedes-Benz R-Class Discontinued?
4 Answers
The Mercedes-Benz R-Class was discontinued due to declining sales caused by intense market competition. Below is an introduction to the reasons for its discontinuation: 1. The Mercedes-Benz R-Class incorporated elements of SUVs, MPVs, station wagons, and light passenger vehicles, making it a completely new model. However, the associated risks and costs were relatively high, leading to its lack of a precise market positioning. 2. The most critical factor leading to the discontinuation of the R-Class was Mercedes-Benz's near abandonment of its market segment in favor of the new V-Class, which also offers spacious interiors and high comfort but at a more affordable price. Additionally, the domestic market's preference for SUVs further marginalized the R-Class, ultimately leading to its withdrawal from the market.
As someone who has long studied Mercedes-Benz models, I think it's a shame that the R-Class was discontinued. This vehicle was originally positioned as a luxury sports tourer, but it received lukewarm market response. After 2017, Mercedes-Benz directly shut down the production line, mainly because sales couldn't keep up—only a few thousand units were sold annually in the North American market, not even enough to cover the cost of maintaining the production line. Nowadays, everyone prefers SUVs, models like the GLS which retain seven-seat capacity while incorporating off-road DNA, effectively squeezing out the R-Class's market space. Moreover, Mercedes-Benz is now focusing on promoting electric vehicles, so R&D resources for traditional fuel-powered MPVs naturally got cut. Honestly, the R-Class's elongated design looks a bit outdated now, as younger car owners prefer more sporty designs.
I once discussed this with a maintenance technician at a Mercedes-Benz 4S dealership. He said the biggest issue with the R-Class is its high cost but low profit margin, especially for versions imported to China, where tariffs and shipping costs make it barely profitable. Nowadays, luxury brands are streamlining their product lines, and Mercedes-Benz would naturally prioritize maintaining its best-selling models. Additionally, after 2010, emission regulations in various countries became increasingly stringent, and the cost of upgrading the R-Class's outdated platform was too high. After crunching the numbers, the manufacturer decided it was better to discontinue production altogether. Furthermore, the MPV market is now dominated by Japanese models like the Sienna and Odyssey, where Mercedes-Benz doesn't really have a competitive edge.
I drove a friend's old R-Class, and the space in this car is truly spacious, but its discontinuation was also expected. Nowadays, family users tend to prefer seven-seat SUVs, like the domestic Ideal L9, which offers more features at a cheaper price. In Mercedes-Benz's own product line, the V-Class commercial vehicle has taken over the business market, while the GLS combines luxury and family use, leaving the R-Class stuck in the middle. Naturally, the manufacturer freed up the production line to make more profitable models. With the rise of electric vehicles in recent years, traditional MPVs have even less room to survive.
