Larry Henderson (top left) leads the Mercedes-Benz USA fleet team, which includes (clockwise) Jim Guzman, Mukhtar Voss, Mike Frazier, and Emmanuel Anyanwu.
Photo: Mercedes-Benz USA, Bobit
The post-pandemic supply chain crisis was not the time for any manufacturer, including Mercedes-Benz, to concentrate on fleet sales. But with inventory flowing again, that’s changed — and Mercedes-Benz USA has reinvigorated its fleet program to meet the new market.
Mercedes-Benz USA fleet is led by Larry Henderson, who has been with the brand for 22 years in corporate roles, with over 10 years in fleet, and a stint at a Mercedes-Benz dealership.
“My father actually retired from Mercedes-Benz, so I’m second generation working for this great organization,” he said.
He became head of fleet and alternate sales at Mercedes-Benz USA in February 2024. His role covers “anything that is not pure retail,” which includes corporate and rental fleet sales, the company’s employee lease program, and dealership employee sales.
A New Mercedes-Benz Fleet Team
Post-pandemic, Henderson has rebuilt the fleet team with four key account managers serving four regions of the U.S. and a support staff.
While the team is relatively new to fleet, they’re automotive veterans with diverse work backgrounds in product management, retail, captive financing, and remarketing.
“Their main focus is reestablishing relationships and forging new relationships with individuals who manage fleets of passenger cars and SUVs,” Henderson said.
But it’s not just about selling vehicles.
“There are a lot of fleet and procurement managers who are fairly new to their roles or the industry and they’re looking for guidance,” he said. “It’s about understanding their specific fleet needs and providing personalized consulting.”
Henderson looks forward to a having larger presence and greater collaboration with the local NAFA chapters and industry events such as AFLA and the Fleet Forward Conference.
Meeting a Changing Corporate Fleet Market
Since beginning its fleet program in the U.S. in 1988, Mercedes-Benz USA has served corporate fleets with sales and executive-level vehicles. This mission continues with a new message on how luxury vehicles can increase employee retention and benefit company image.
“We’re offering a premium product, but it isn’t just about the brand; it’s about providing comfort, safety, and advanced technology that can contribute to higher driver satisfaction and productivity,” Henderson said.
Another growing factor is corporations’ ESG (environmental and social governance) targets.
“With our line of electric and plug-in hybrid vehicles, we offer businesses a seamless transition to electrification,” he said. “For fleet managers, we’re providing vehicles that are not only desirable for drivers but are also efficient, environmentally conscious, and optimized for total cost of ownership.”
New Mercedes-Benz Models & Powertrain Choices
Mercedes-Benz is taking the necessary steps to go all electric, with the ambition of having a CO2 neutral new car fleet by 2039.
This new approach is epitomized in the concept CLA that was unveiled at IAA last year. The CLA is an entirely new all-electric segment of entry level vehicles. It’s a four-door coupe with a range of more than 466 miles under the WLTP1 testing procedure.
“The CLA will be a key vehicle for our fleet customers and is part of our market strategy,” Henderson said.
Mercedes-Benz also offers a plug-in hybrid variant of its GLC and GLE SUV for fleets looking to ease into electrification.
With the discontinuation of the A-Class for North America in the 2022 model year, CLA becomes the entry-level volume leader. On the sedan side, the CLA is followed by the executive-level C-Class, E-Class, and S-Class sedans.
The compact crossover GLA leads SUV fleet sales, followed by the larger GLB and GLC models and the more luxurious GLE and GLS models for executives.
Closing the EV & ICE Cost Gap
Another Mercedes-Benz message for fleets is the shrinking cost gap between ICE models and EVs.
Henderson’s team has been working with fleet management companies to determine how to pass the $7,500 EV federal tax credit to fleet customers. When taken, the credit brings a Mercedes-Benz EV model close to initial cost parity with its gas counterpart.
Mercedes-Benz is offering financial help with charging. For model-year 2025, EV customers can choose a Wallbox home charger or take $1,000 in charging credit, which can be used at any charging station in the U.S.
To ease range anxiety, Mercedes-Benz is also working to build out public charging.
Mercedes-Benz is widening its own High-Power Charging network and partnering with seven other automakers to launch IONNA, a new DC fast-charging public network.
Mercedes-Benz North America High Power Charging also has public charging partnerships with Simon Malls, Starbucks, and Buc-ee’s travel centers.
The company also continues to aim for Mercedes-Benz customers to have access to Tesla Superchargers in North America and will have more specific details to share later this year.
“Once that infrastructure is in place, it’ll be a lot easier for organizations to convince their executives and employees that receive a company car to move to an EV,” Henderson said.
New Mercedes-Benz Safety & Connectivity Features
Mercedes-Benz is also meeting new market trends with safety and connectivity features, and more standalone options.
Once an option on only a few models, blind spot assist is now standard on every Mercedes-Benz. Henderson said more safety features will follow in becoming standard.
Mercedes-Benz is widening its connected vehicle feature set, forming partnerships with the largest third-party telematics providers to access the Mercedes-Benz embedded modem.
The result is real-time tracking, predictive maintenance, and other tools to optimize fleet operations and reduce downtime that can be accessed through a single portal.
Another boon for fleet buyers — Mercedes-Benz will continue to evaluate offering key standalone options versus packages.
“We’re trying to find the right balance of offering packages, but also allowing customers to spec a key feature if they don’t want the full package,” Henderson said.
“It’s just another way that we cater to our fleet audience.”
