In a significant leadership move aimed at boosting its U.S. market performance, Mercedes-Benz USA (MBUSA) has appointed Marcus “Bart” Herring as Vice President of Sales and Product, effective August 1, 2024. Herring, a seasoned industry executive with more than 25 years of automotive experience, was recently affiliated with Lithia Motors, one of the largest automotive retail groups in the United States and a Fortune 500 company. His new role marks both a return to familiar territory and a strategic repositioning for Mercedes-Benz as it navigates a new era of luxury electric vehicles and heightened competition in the U.S. automotive sector.
An Executive with Cross-Sector Expertise
Herring’s return to MBUSA is no ordinary reshuffling of leadership. His unique blend of experience—having worked with both original equipment manufacturers (OEMs) and dealer networks—makes his appointment particularly strategic.
He originally began his career with Mercedes-Benz Financial Services in 1998 as a Financial Review Analyst, demonstrating early talent for financial strategy and business development. Over the years, he rose through the ranks at Mercedes-Benz USA, holding several pivotal roles in product management, sales operations, and fleet operations. His tenure saw him overseeing the successful launch and expansion of several flagship models in the Mercedes-Benz lineup.
Before his recent stint at Lithia Motors, Herring served as Vice President of Sales and Product for Mercedes-Benz Canada, where he significantly strengthened dealer relationships and improved the brand’s competitive positioning. His ability to build bridges between corporate strategy and on-the-ground dealership execution has become a hallmark of his leadership style.
A Critical Time for Mercedes-Benz USA
The appointment comes at a critical juncture for Mercedes-Benz, which is aggressively pushing to become the most desired electric luxury brand in the U.S. With the rise of competitors like Tesla, BMW, and Lucid Motors, Mercedes-Benz is under pressure to evolve its brand identity and infrastructure, not only through innovation in electric mobility but also through customer experience, digitalization, and after-sales service.
Herring’s appointment is expected to help streamline these efforts. His experience with dealer operations at Lithia, combined with his legacy knowledge of Mercedes-Benz’s product and corporate strategies, puts him in a unique position to drive change.
Leadership Confidence and Vision
MBUSA President and CEO Dimitris Psillakis praised the decision, stating, “Bart is a proven leader with an exceptional track record. His ability to connect with both our internal teams and our valued dealer partners makes him the perfect choice as we continue to lead the transformation of our brand in the United States.”
As Vice President of Sales and Product, Herring will be responsible for all aspects of U.S. sales performance, product strategy, and retail collaboration. This includes overseeing the rollout of the expanding Mercedes-Benz EQ lineup, which features all-electric vehicles like the EQS sedan, EQE SUV, and more.
Why This Move Matters
Mercedes-Benz’s move to bring back a trusted executive like Herring reflects a broader trend among luxury automakers: doubling down on retail excellence and customer-centric strategies in the age of digital-first buying and electric mobility. With U.S. consumers expecting high-end personalization, seamless online-offline transitions, and reliable post-sale support, leadership at the intersection of product and dealer relations becomes more crucial than ever.
Moreover, Mercedes-Benz is not just competing on performance and aesthetics—it’s also positioning itself as a leader in sustainability, technology, and innovation. Herring’s leadership could prove pivotal in aligning the brand’s electrification goals with market realities, particularly as it contends with supply chain challenges, evolving regulations, and shifting customer behavior.
Looking Ahead: A New Era of Growth
With Herring at the helm of its U.S. sales and product operations, Mercedes-Benz USA is clearly gearing up for a new era of growth, innovation, and customer engagement. The company is banking on his multifaceted expertise to deepen dealer trust, execute on product strategy with precision, and deliver on the brand’s ambitious vision for the future.
As Herring takes charge, all eyes will be on how Mercedes-Benz reshapes its identity in the U.S. under his guidance—especially in a time when the road to success in the automotive world is increasingly electric, digital, and experience-driven.
