- S-Class sales are slipping, but Mercedes is confident the facelift will boost demand.
- The S-Class still outshines all its rivals.
- Mercedes claims that the mid-cycle refresh brings the changes that customers have been asking for.
The harsh reality of 2026 is that regardless of badge, luxury sedans aren’t selling particularly well. SUVs continue to attract customers at the expense of the traditional three-box saloon body style. For high-end brands like Mercedes, the demand for this vehicle shape isn’t the only problem.
Increasing competition from Chinese brands is making matters even more difficult, with the arrival of much cheaper models that don’t skimp on luxury or technology. The days when Chinese automakers were the laughing stock of the automotive industry are long gone, as these brands now pose a real threat to Western automakers. For decades, historic names like Mercedes, BMW, and Audi rode the gravy train in China, but sales have been slipping dramatically this decade.
In the case of the S-Class, the numbers don’t look good. Production for all markets has almost halved in just a few years. Mercedes builds 90,000 cars in 2022, down from 50,000 units last year. However, the company’s sales boss told a German business newspaper Automobile Voche that the flagship model “still ranks highly in China,” which is still the firm’s largest single market.
2027 Mercedes S-Class Facelift
Photo by: Mercedes-Benz
However, Matthias Giessen admits that the firm faces an uphill battle as the S-Class and Mercedes now face a growing number of rivals: “The market as a whole is challenging and characterized by intense competition.”
Although the S-Class is slipping, Geisen sees the glass as half full. They claim that the W223-generation sedan is still outpacing the BMW 7-series, even after the all-electric i7 comes out. Models like the Audi A8, Lexus LS, and Genesis G90 don’t offer an EV version.
‘Even the combustion engine sedan, without the electric EQs, is more successful than its nearest rival with all its powertrain variants combined. In terms of status, technology and historical heritage, the S-Class is the benchmark. It is not just a vehicle, but a tangible cultural asset. ‘
Mercedes does not publish S-Class sales figures separately. Instead, the numbers are bundled with EQS, EQS SUV, AMG, Maybach, and G-Class. These top-end models produced 268,000 units last year, accounting for 15 percent of the total volume.
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2027 Mercedes S-Class Facelift
Photo by: Mercedes-Benz
However, a closer look shows that demand for the company’s most expensive vehicles has dropped by five percent compared to 2024. This is despite the G-Class enjoying its best year in 2025, when deliveries reached a record 49,700 vehicles.
said the person in charge of sales at Mercedes Automobile watchE that S-Class buyers are “very loyal” and that the facelift model delivers the changes customers have been asking for:
‘We listened very carefully to what customers wanted: more status, comfort, safety, intelligence and individuality. We have implemented it. For example, users can choose from 150 exterior colors or even create their own. With the model refresh now complete, the S-Class has everything it needs to defend its position as the undisputed segment leader. ‘
The latest W223 arrives months before BMW launched its own facelifted 7 Series. Mercedes will soon face another challenge, as the BMW Alpina-badged version is all but confirmed to debut in 2026 and compete with the Maybach S-Class. However, the latter still has an advantage in terms of cylinder count, as it offers the V12 engine in the S680.
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Source: Mercedes-Benz
Take Motor 1: We’re honestly not convinced that the S-Class facelift will change people. The screen overload is even more pronounced now that there’s a display for the front passenger. The abundance of stars may also put off some buyers, as the iconic logo now extends to the lights and grill.
A return to the more subtle S-Class, with a renewed focus on upscale materials, could help lure buyers back into showrooms. Turning to China, the prestige and heritage of German brands appears to be eroding as more buyers opt for domestic luxury cars at a fraction of the price. It’s a trend that has made a huge impact on almost every big name in the industry, including Porsche.
It’s too late for this generation of the S-Class to turn things around. Although Mercedes claims the facelift introduced 2,700 new or re-engineered parts, more than half of the vehicles were damaged. Hopefully, the W224, which is expected to arrive towards the end of the decade, will mark a return to form and make the S-Class the automotive icon it has been since the W116 debuted in 1972.
I’d make impeccable build quality, less intrusive technology, and a careful design for the next S-Class.
