Mercedes-Benz wants to sell a van in the United States—not just any van, but a desirable van. For a country that sees vans (in the mini variety) as nothing more than family haulers and (in the full-size variety) utilitarian objects, this is more than just brave. For an automaker as large as Mercedes, it’s an uncharacteristically large gamble.
It’s not just one van, either; Mercedes plans to sell three vans in America: the VLE, the upper-class VLS, and the ultra-luxury VLS Maybach. All hitting slightly different segments of the market, all of them aiming for the premium upper end. Not only is Mercedes swinging for the moon here, but it’s also throwing all of its weight behind the effort.
