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Mercedes names new U.S. sales head amid inventory lack, BMW rivalry

Senol Bayrak, a 17-calendar year Daimler veteran who has finished excursions of duty in China and Germany, will now direct profits and product or service administration in the U.S.

Bayrak, 43, will take in excess of as vice president of income and products management at Mercedes-Benz Usa, effective Nov. 1. He replaces Adam Chamberlain, who will leave the business following 12 yrs to pursue possibilities outside the house parent Daimler, the enterprise said in a assertion.

In his most current part, Bayrak served in Stuttgart as the director of product or service administration for SUV and electrical types, as properly as current market intelligence and competitor analysis.

He will have over-all duty for Mercedes’ U.S. revenue, volume organizing, distribution operations and products administration.

He comes as the automaker faces restricted inventories and item disruptions owing to industrywide source chain troubles.

The world-wide semiconductor shortage has forced Mercedes-Benz to scale back again creation of V-8 engines for the 2022 product yr. Except for S 580 and S 580 Maybach sedans, no 2022 products will be accessible with a V-8 engine.

On the income front, Bayrak faces a resurgent rival in BMW.

At the midyear mark, BMW experienced outsold Mercedes-Benz by 7,348 automobiles, a reversal from a 12 months previously, when Mercedes was main the luxury segment with a 16,795-auto lead about No. 2 BMW at the time.

BMW finished up with the U.S. luxurious crown in 2019 and 2020 immediately after Mercedes experienced a 3-year operate atop the rankings.

Bayrak is just one of a amount of new senior leaders at Mercedes-Benz Usa. In the past yr, the variations have incorporated a new CEO and CFO.

The “instability at the major is about to the seller community as the field offers with the consequences of the pandemic and then the 2nd gut punch with the semiconductors,” Jeff Aiosa, dealer principal at Mercedes-Benz of New London in Connecticut, advised Automotive Information.

“I am optimistic that they are going to operate their way by way of it,” Aiosa mentioned. “But it truly is been a good deal about a very long period of time.”

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