SL-Class (R231) [Official] Mercedes-Benz SL (R231)

[Merc1]

SL sales data:

2002 - 13,717

2003 - 13,318

2004 - 12,885

2005 - 10,080

2006 - 8462

2007 - 6126

2008 - 5464

2009 - 4025

2010 - 2385

2011 - 1449

2012 YTD - 2628



U.S. Sales numbers only. Others here: Mercedes-Benz SL-Class Sales Figures | GCBC


M

 

[K-A]

Wow, '02-'05 really show how well received the previous SL was, considering it's a car with such a high price tag.

 

[Centurion]

Astonishing data there Merc. I think the numbers will continue to dwindle even further given how near identical the new model is to the outgoing one. Competition in the shape of the R8, 991, California, Jaguar F-Type, SLS, V8 Vantage have surfaced and improved giving people reasons to look elsewhere for a career trophy. There are just so many great cars in the $100-200k shopping window that the SL is no longer sexiest manikin.

 

[K-A]

Astonishing data there Merc. I think the numbers will continue to dwindle even further given how near identical the new model is to the outgoing one. Competition in the shape of the R8, 991, California, Jaguar F-Type, SLS, V8 Vantage have surfaced and improved giving people reasons to look elsewhere for a career trophy. There are just so many great cars in the $100-200k shopping window that the SL is no longer sexiest manikin.

Unless M-B releases a magic dust option, I stick to my thought that an expanding cheaper-car product portfolio will drive more and more people away from expensive M-B's, save for the S-Class who's price tag is actually worthy of the functionality (big family 4 door) attached to it.

You want more reason? I hope to keep working hard to get a "$100K Class Car" myself someday, and several years ago I'd think M-B and not many people else.... now, I just don't think M-B deserves that superfluous coin anymore seeing as to how there are so many lower-priced models sharing the design language. My Cousin in Europe feels the same way. He wants a $100K Vert now, but won't consider an SL because M-B brand keeps pushing itself to be "everymans car" more and more. Part of spending such superfluous-car money is buying some exclusivity.

BTW, a guy who lives in my building and parks near me just got a brand new black R231 SL. When I look at it I keep thinking "I bet nobody knows that this car costs over $120K", and my Girlfriend proved that to me.... she just assumed it costed what "any other Mercedes" does. It just doesn't have that presence, though still is a nice overall car I think.

 

[Centurion]

Unless M-B releases a magic dust option, I stick to my thought that an expanding cheaper-car product portfolio will drive more and more people away from expensive M-B's, save for the S-Class who's price tag is actually worthy of the functionality (big family 4 door) attached to it.

You want more reason? I hope to keep working hard to get a "$100K Class Car" myself someday, and several years ago I'd think M-B and not many people else.... now, I just don't think M-B deserves that superfluous coin anymore seeing as to how there are so many lower-priced models sharing the design language. My Cousin in Europe feels the same way. He wants a $100K Vert now, but won't consider an SL because M-B brand keeps pushing itself to be "everymans car" more and more. Part of spending such superfluous-car money is buying some exclusivity.

BTW, a guy who lives in my building and parks near me just got a brand new black R231 SL. When I look at it I keep thinking "I bet nobody knows that this car costs over $120K", and my Girlfriend proved that to me.... she just assumed it costed what "any other Mercedes" does. It just doesn't have that presence, though still is a nice overall car I think.

Yes. Mercedes really needs a mini SLS to fill the void between the sexy SL and the partially anonymous SLK. The also has the stigma of being a car for "old people".

 

[Merc1]

Unless M-B releases a magic dust option, I stick to my thought that an expanding cheaper-car product portfolio will drive more and more people away from expensive M-B's, save for the S-Class who's price tag is actually worthy of the functionality (big family 4 door) attached to it.

You want more reason? I hope to keep working hard to get a "$100K Class Car" myself someday, and several years ago I'd think M-B and not many people else.... now, I just don't think M-B deserves that superfluous coin anymore seeing as to how there are so many lower-priced models sharing the design language. My Cousin in Europe feels the same way. He wants a $100K Vert now, but won't consider an SL because M-B brand keeps pushing itself to be "everymans car" more and more. Part of spending such superfluous-car money is buying some exclusivity.

BTW, a guy who lives in my building and parks near me just got a brand new black R231 SL. When I look at it I keep thinking "I bet nobody knows that this car costs over $120K", and my Girlfriend proved that to me.... she just assumed it costed what "any other Mercedes" does. It just doesn't have that presence, though still is a nice overall car I think.

I still don't see how you arrive at any of this. Those sales numbers are for the U.S., a market where nothing cheaper is even sold here. Secondly someone who doesn't know cars and what they cost is a really poor way to gauge anything. I can pick anyone off the street and they wouldn't know what a SL costs either. Most people unless they have experience with a Mercedes don't know what they costs. Where is the substance in that?

That drop off in the SL's numbers is due to more cars being in the SL's space and time itself. If you look at the S and the CL on that site too, they both dropped off the same way. Its the market not some thing about a cheaper Mercedes model because guess what, there is no A/B Classes sold here in the U.S. to start with. A C-Class having a star in the middle of the grille instead of the on the top of the hood isn't doing that.

M

 

[K-A]

The S and CL are about to be replaced, so that's there "excuse", the SL is brand new. Yes, the A/B aren't even here (yet), but the C, GLK, C Coupe, etc. are all slowly but surely becoming more and more becoming a part of what people think of when they think of "Mercedes".

I just don't see $100+K M-B's, aside from the S-Class, and ultra specials like SLS, garnering as much "worth" or hype, or want-factor as they did before, especially when you adjust OUT inflation. Remember, we're 10 years forward from 2002, which means for the new SL to even "keep up" with the previous SL, it would have to post considerably more units sold.

I just don't "feel it" like I did previous SL's, and that's not even factoring in my own opinion. Previous SL's were kind of a magical thing when they came out, this one seems like it's just "here".

I think Ultra-Luxury brands and Porsche are going to become more and more paramount to people who want some exclusivity with their 6-figure price tags, as M-B and BMW, etc. keep expanding their lower priced portfolios.

 

[Human]

I think Ultra-Luxury brands and Porsche are going to become more and more paramount to people who want some exclusivity with their 6-figure price tags, as M-B and BMW, etc. keep expanding their lower priced portfolios.

IMO you can exclude Porsche from that "Exclusivity" list as they will follow suit by expanding their lower priced portfolio's, especially with VAG platform sharing and ownership of the Porsche brand - The Borg WILL exploit the Porsche brand to the bone i.e. The upcoming Porsche Cajun is just the beginning...as many thought Porsche will not build SUV's and today it's their most successful/best sellers. So going forward IMO Porsche will at least share MQB platforms for e.g. BMW 2er etc competitor.

On the other hand IMO - Audi, BMW, M-B and Porsche will all have their 6-figure price tags offerings going forward. That is me hoping for a BMW M1-type Supercar

 

[Merc1]

The S and CL are about to be replaced, so that's there "excuse", the SL is brand new. Yes, the A/B aren't even here (yet), but the C, GLK, C Coupe, etc. are all slowly but surely becoming more and more becoming a part of what people think of when they think of "Mercedes".

I just don't see $100+K M-B's, aside from the S-Class, and ultra specials like SLS, garnering as much "worth" or hype, or want-factor as they did before, especially when you adjust OUT inflation. Remember, we're 10 years forward from 2002, which means for the new SL to even "keep up" with the previous SL, it would have to post considerably more units sold.

I just don't "feel it" like I did previous SL's, and that's not even factoring in my own opinion. Previous SL's were kind of a magical thing when they came out, this one seems like it's just "here".

I think Ultra-Luxury brands and Porsche are going to become more and more paramount to people who want some exclusivity with their 6-figure price tags, as M-B and BMW, etc. keep expanding their lower priced portfolios.

The C-Class has been around forever, and it was the 190E before that so I don't see how in the world that has anything to do with it. The C Coupe is no different from a 3-Series Coupe in BMW range.

You just don't seem to get it about the SL having way more competitors now than it did 10 years ago. That and the market has changed. You really can't see that? You really think because of a GLK or a C Coupe people aren't buying SLs?

In case you haven't noticed, the 2-seater market is nearly dead at every price range. Look up the numbers for the SLK and the Z4, even when new they don't post big numbers like they used to. Look up the historical data on that site like I did.

The SL today faces more competitors, is more expensive in a shrunken market. There is no big movement away from the SL because it shares a star in the grille with a C and GLK. That is just ridiculous K/A. You're totally ignoring the facts about the market now vs then. Hell my neighbors didn't know what my CLK430 costs back in 2006. What does that prove man?

Porsche is about to become the next poodle in the VW circus in case you haven't noticed. For your type of exclusivity you're going to need more a Roller, Bentley or Ferrari. Porsche has a 40K-50K SUV coming also, based on an Audi no less.


M

 

[K-A]

The C-Class has been around forever, and it was the 190E before that so I don't see how in the world that has anything to do with it. The C Coupe is no different from a 3-Series Coupe in BMW range.

You just don't seem to get it about the SL having way more competitors now than it did 10 years ago. That and the market has changed. You really can't see that? You really think because of a GLK or a C Coupe people aren't buying SLs?

In case you haven't noticed, the 2-seater market is nearly dead at every price range. Look up the numbers for the SLK and the Z4, even when new they don't post big numbers like they used to. Look up the historical data on that site like I did.

The SL today faces more competitors, is more expensive in a shrunken market. There is no big movement away from the SL because it shares a star in the grille with a C and GLK. That is just ridiculous K/A. You're totally ignoring the facts about the market now vs then. Hell my neighbors didn't know what my CLK430 costs back in 2006. What does that prove man?

Porsche is about to become the next poodle in the VW circus in case you haven't noticed. For your type of exclusivity you're going to need more a Roller, Bentley or Ferrari. Porsche has a 40K-50K SUV coming also, based on an Audi no less.


M

What you're not getting is the exact reason that the SL market is "shrinking". Fine offerings by the same manufacturers using many of the same parts/drivetrains for much cheaper prices. The SL simply isn't as "special" as it once was, and I know I'm not the only one thinking this. Just look at the reactions on this very website, or any car journalism site, it's just not befitting of a legacy-car that is finally all new after over 10 years.

I can tell you why *I* would have a hard time spending ultra-frivolous money on an M-B, or why some people I know as well.... because it just doesn't make as much sense to me as much, when there's gonna be a CLA, A-Class, etc. in the showrooms right next to it, using similar design languages.

This generation CL has also posted record low numbers for that car, and if you adjust for inflation, it looks even more terrible. It's not just the SL.

I think the next 10-20 years will be interesting in respect to how M-B six figure cars will fare. You have to consider, with the insanely low sales of the CL, the low SL sales compared to the previous generations initial years especially, and the Maybach already getting discontinued, how it'll look for them in terms of their upper-end cars in that time, considering what their lower-portfolio strategy is doing right now.

As for Porsche, true, but they're still about 10-20 years behind M-B and BMW in this aspect. It'll be a long while before they release a FWD Minibus or a C Class type of car. They'll still be seen as a middle-section between M-B and Ferrari I think.

 

[Merc1]

What you're not getting is the exact reason that the SL market is "shrinking". Fine offerings by the same manufacturers using many of the same parts/drivetrains for much cheaper prices. The SL simply isn't as "special" as it once was, and I know I'm not the only one thinking this. Just look at the reactions on this very website, or any car journalism site, it's just not befitting of a legacy-car that is finally all new after over 10 years.

I can tell you why *I* would have a hard time spending ultra-frivolous money on an M-B, or why some people I know as well.... because it just doesn't make as much sense to me as much, when there's gonna be a CLA, A-Class, etc. in the showrooms right next to it, using similar design languages.

This generation CL has also posted record low numbers for that car, and if you adjust for inflation, it looks even more terrible. It's not just the SL.

I think the next 10-20 years will be interesting in respect to how M-B six figure cars will fare. You have to consider, with the insanely low sales of the CL, the low SL sales compared to the previous generations initial years especially, and the Maybach already getting discontinued, how it'll look for them in terms of their upper-end cars in that time, considering what their lower-portfolio strategy is doing right now.

As for Porsche, true, but they're still about 10-20 years behind M-B and BMW in this aspect. It'll be a long while before they release a FWD Minibus or a C Class type of car. They'll still be seen as a middle-section between M-B and Ferrari I think.

K/A that doesn't even make sense. The SL has always used the same drivetrain as cheaper Mercedes. The design may be off, which it is, won't deny that, but the powertrain man. You're not making any sense. Same engines as the rest of the lineup, thats the way it has been for years.

Exactly what other parts should Mercedes make exclusively for the SL? You're really grasping at straws. The previous SL had a cheapo interior and shared parts and it sold much better. Fact.

Did you actually look at the CL's numbers or are you guessing again?


The problem with the SL is that the look is off, and its not because it looks like other MBs, it just isn't as pretty a car as it has always been, combined with a crowded high-dollar market and more competitors than ever spell trouble for the SL, and the CL.

People don't care of know about drivetrains being shared nor do they care or know about "parts" being shared unless they can actually see them.

Design, yes, that would be shared with other MB models, but again it has always been. I think you and I can agree that Mercedes' design sucks right now and because the SL has to share its design (as it always has) it is compromised. If the design was pretty people wouldnt care what it looks like in the MB lineup, especially if it were gorgeous and stood out from an already gorgeous linuep.


M

 

[MAJESTIC]

Yep it is the heavily flawed design that is the Achilles heel of the SL, everything else is perfect. But looking at the website, I'm surprised to see the S and CL outselling competitors despite being 7 years old. That is great.

 

[Wolfgang]

Former MBUSA CEO Paul Halata used to point out the increasing high-end ratio of CL, S, SL. Suspect this may no longer be possible due to EPA fleet consumption restrictions?

Comparing MBUSA full year sales in 2005 and 2011:

The "highend group" S, CL and SL declined from 27k to 15k.

Two-seat roadsters SL, SLK declined from 22k to 5k yearly sales.

Sedan C, E, S increased from 127k to 144k and SUVs from 41k to 89k.

While total sales increased from 224k to 245k.

 

[Gianclaudio]

K/A that doesn't even make sense. The SL has always used the same drivetrain as cheaper Mercedes. The design may be off, which it is, won't deny that, but the powertrain man. You're not making any sense. Same engines as the rest of the lineup, thats the way it has been for years.

Exactly what other parts should Mercedes make exclusively for the SL? You're really grasping at straws. The previous SL had a cheapo interior and shared parts and it sold much better. Fact.

Did you actually look at the CL's numbers or are you guessing again?


The problem with the SL is that the look is off, and its not because it looks like other MBs, it just isn't as pretty a car as it has always been, combined with a crowded high-dollar market and more competitors than ever spell trouble for the SL, and the CL.

People don't care of know about drivetrains being shared nor do they care or know about "parts" being shared unless they can actually see them.

Design, yes, that would be shared with other MB models, but again it has always been. I think you and I can agree that Mercedes' design sucks right now and because the SL has to share its design (as it always has) it is compromised. If the design was pretty people wouldnt care what it looks like in the MB lineup, especially if it were gorgeous and stood out from an already gorgeous linuep.


M

Completely agrred. For me the problem with the SL is the ungainly design. The SL used to be one of the prettiest even the prettiest car in its class. Right now... mmmm

 

[Kilcrohane]

SL sales data:

2002 - 13,717

2003 - 13,318

2004 - 12,885

2005 - 10,080

2006 - 8462

2007 - 6126

2008 - 5464

2009 - 4025

2010 - 2385

2011 - 1449

2012 YTD - 2628

​

U.S. Sales numbers only. Others here: http://www.goodcarbadcar.net/2011/01/mercedes-benz-sl-class-sales-figures.html

Hmm. Let's expand that 2012 YTD figure.

From the horse's mouth(via PRNewsWire): http://www.prnewswire.com/news-rele...ecord-september-sales-of-23156-172304091.html

SL-CLASS
Sep 12: 621
Sep 11: 67
monthly%: 826.9%
YTD 12: 3,249
YTD 11:1,185
YTD%: 174.2%

600-odd a month/6-7,000 a year sales puts the SL back in R230 mid-life territory. Not bad surely. It's still not even six months on sale.

The R230 going newly on sale in 2002 benefited massively from the post-9/11 Bush/Fed stimulus bounce, with Bush telling Yanks to "Go Shopping!", plus, up to about 2006/7, it had the wind in its sails of the general housing bubble boom economy in the U.S., of 2002-7.

So, remind me, Merc1 and others, why so quick to write off the new SL, and presenting misleading 'apples-to-pears' comparisons?

Let's enjoy the apparent sales success of the R231 - tenfold increase on 12 months ago - before it all goes to pot anyway, with Europe's collapsed economy going worldwide.

 

[Merc1]

Kilcrohane,

Oh trust me I'm not writing it off, not at all. Thats K/A really.

OFF Topic - Mercedes is marketing the hell out of Smart because it is selling now, but the product hasn't changed. Its sheer marketing. There is so much potential there when they get the right products in place.

M

 

[Kilcrohane]

OFF Topic - Mercedes is marketing the hell out of Smart because it is selling now, but the product hasn't changed. Its sheer marketing. There is so much potential there when they get the right products in place.

M

- but I thought the ForTwo had just undergone a Facelift in 2012, for the U.S. 2013MY, and this perhaps helps to boost its sales, aided no doubt by M-B's marketing muscle, with offers like $99/month leases?

As to potential, if gasoline in the States stays over $4/4.50, and rises over $5 with QEternity, you can bet people will be dropping their behemoths and getting in these in preference to taking public transportation with the plebs.

 

[MBFanToDeath]

^@ that off topic: September smart sales in USA --> 119.6% Crazy

 

[Merc1]

- but I thought the ForTwo had just undergone a Facelift in 2012, for the U.S. 2013MY, and this perhaps helps to boost its sales, aided no doubt by M-B's marketing muscle, with offers like $99/month leases?

As to potential, if gasoline in the States stays over $4/4.50, and rises over $5 with QEternity, you can bet people will be dropping their behemoths and getting in these in preference to taking public transportation with the plebs.

The did do a facelift, but it was cosmetic only. The engine, transmission, performance etc is still terrible. It is hard to believe that people are buying them, but they are.


M

 

[K-A]

I think you and I can agree that Mercedes' design sucks right now and because the SL has to share its design (as it always has) it is compromised.

M

Yes, we can agree on that. However, it has to share with *more* cars now (design language), which is just further dilution. Maybe it's not *the* reason for the SL's sales decline, but it doesn't help, it can't, when you want people to pay $120K for a car and you expand your product portfolio more and more toward the lower end, it simply "can't help".

Fact is, due to economic trends, EPA regs, dilution, too much sharing, lower priced products, whatever, M-B is becoming less and less a "Super Luxury Brand" as I personally once perceived it to be. In the short term it'll be good for business, as they can milk the "halo effect", but in the long term it can help diminish the "halo effect", and then Mercedes will be forced to truly compete product-to-product, i.e in performance, etc. etc.