The Mercedes-Benz Sprinter van’s biggest drawback in the U.S. may ironically be its coveted badge. Many van buyers aren’t even considering the Sprinter because they believe the vehicle is too expensive, as it is produced by a luxury brand.
This is why Mercedes-Benz has begun advertising the sticker price on the refreshed 2015 Sprinter van. The automaker wants to negate the Sprinter’s luxury appeal as it attempts to gain market share from rivals by targeting individual and fleet customers who are not accustomed to driving a Mercedes-Benz vehicle. For those who are even averse to driving a Mercedes, Daimler also sells the Sprinter badged as a Freightliner.
“We do have contractors in some cases who know that their customers would prefer for them to show up in a non-Mercedes-Benz vehicle, so those people buy Freightliners, and that’s also the case for some municipalities. New York is a good example,” Antje Williams, Mercedes-Benz USA Sprinter brand manager, told Automotive News.
Mercedes-Benz USA has found that consumer wariness of Mercedes prices has been a challenge, with feedback from trade show customers revealing misconceptions over costs and pricing. “When we would follow up and ask them why they think they can’t buy one, they say, ‘Well, I’m just not in that league,’” Williams said.
The Sprinter starts at $35,920 (€26,215) for the 2500 cargo van with a 144-inch wheelbase and standard roof, while the 2500 passenger van with a 170-inch wheelbase and high roof is priced from $45,400 (€33,134). U.S. sales of the Sprinter have tripled since it was introduced under the Mercedes-Benz name in 2010, with the carmaker selling 21,816 units in the United States last year.
By Dan Mihalascu
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