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Recorded live at the Alliance for Automotive Innovation's the Merge 2025, this episode of Auto Collabs features Jason Hoff, CEO of Mercedes-Benz North America, sharing a clear look at where the brand is headed—and what that means for dealers. Hoff outlines the largest product launch cycle in Mercedes-Benz history, with nearly 40 models set to debut over the next three years, spanning both electric and internal combustion powertrains. His message is straightforward: customers want choice, and Mercedes intends to meet them where they are.

The conversation also dives into the brand’s shift toward software-defined vehicles, including the rollout of the new Mercedes-Benz Operating System, over-the-air updates, and a user experience now expected by premium buyers. Hoff closes with a direct message to dealers: growth is the goal, but it’s backed by product, planning, and long-term investment in the U.S. market—supported by local production in Tuscaloosa and Charleston.

Timestamped Takeaways

0:00 Intro — Live at Merge 2025 with Jason Hoff

0:39 The Largest Product Launch Cycle in Mercedes-Benz History

1:10 Why Choice Matters: EVs and ICE Side by Side

1:45 A First Look at What’s Coming Over the Next Three Years

2:20 Why the U.S. Market Is a Top Priority for Mercedes-Benz

2:55 Local Production and Building for American Customers

3:18 The Shift to Software-Defined Vehicles at Mercedes

3:40 Inside the New Mercedes-Benz Operating System

3:58 Why Over-the-Air Updates Are Now Table Stakes

4:22 What Dealers Should Focus on in the Next 12–24 Months

4:55 Growth, Conquest, and Confidence in the Brand

5:15 Why Mercedes Believes in the Long-Term Dealer Relationship

Connect with Jason Hoff: https://www.linkedin.com/in/jason-hoff-514053142/

Learn about Mercedes-Benz North America: https://group.mercedes-benz.com/company/north-america/

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