Mercedes' average selling price declines after strong years

In the past two years, Mercedes-Benz has reported declines in its Average Selling Price (ASP) following exceptionally profitable years, according to a dpa analysis of the German automaker's financial presentations.

Mercedes' ASP, which relates the revenue of its passenger car division to unit sales, fell to €68,100 ($78,375) in 2025 from €71,000 in 2024, a decline of 4%.

The ASP had risen steadily from €51,000 in 2019 to a peak of €74,200 in 2023, the analysis showed.

A company spokesman said the ASP measures only fully consolidated core business and is influenced by factors beyond retail pricing, including exchange rate fluctuations. In 2025, currency effects were significant, which explains part of the decline compared with last year, the spokesman said.

Mercedes' strategy has focused on value over volume, he added, boosting sales of high-end, high-margin models such as the S- and G-Class, AMG and Maybach. These premium models grew from around 10% of the portfolio in 2019 to 15% in 2025.

Simultaneously, the company shifted sales towards higher-spec configurations and reduced lower-margin fleet and volume channels.

Industry expert Ferdinand Dudenhöffer said Mercedes' previous focus on pure luxury has softened. The growth potential at the top end has limits, he said, noting he does not expect the ASP to rise above €70,000 in the coming years.