Mercedes-AMG will launch 27 new models over the next three years to compete directly with BMW’s M performance line [1].
This expansion represents a strategic push by the performance division of Mercedes-Benz to capture a larger share of the high-performance automotive market. By diversifying its lineup, the company intends to challenge the market dominance of BMW's M division and scale its global operations.
The rollout of these 27 new models is scheduled to take place between 2026 and 2029 [2]. This aggressive product cycle is designed to transition the brand toward a more diverse portfolio of performance vehicles. The company is pairing this launch schedule with a new engine strategy to ensure the models remain competitive against rival performance benchmarks [2].
Financial and volume targets are central to this strategy. Mercedes-AMG is targeting annual sales of 200,000 units by 2030 [3]. This goal marks a significant increase from the 145,000 units sold by the AMG performance segment in 2025 [4].
The company aims to strengthen its foothold in the luxury performance sector by offering a wider array of choices to consumers [5]. This move comes as the industry faces shifting demands in powertrain preferences, and a tightening race for performance supremacy among German manufacturers.
By increasing the volume of available models, Mercedes-AMG hopes to create a more comprehensive ecosystem of performance cars. This approach allows the brand to target multiple price points and performance tiers, potentially bridging the gap between entry-level performance and ultra-luxury hypercars.
“Mercedes-AMG will launch 27 new models over the next three years”
The scale of this rollout suggests that Mercedes-AMG is moving away from a niche, low-volume strategy toward a mass-performance model. By targeting a nearly 38% increase in annual sales compared to 2025 figures, the company is betting that there is significant untapped demand for branded performance vehicles. This puts immense pressure on BMW to respond with similar volume increases to maintain its market share in the high-performance segment.
