Milton Keynes, United Kingdom — In a testament to its evolving customer-centric strategy, Mercedes-Benz UK has surpassed a significant milestone, delivering over 100,000 new vehicles to private retail buyers since introducing its Agency sales model in January 2023. This landmark moment arrives as the brand closes out a strong first quarter in 2025, with soaring demand for its AMG and plug-in hybrid (PHEV) models and a refreshed leadership structure designed to sustain this upward momentum.
The 100,000th Milestone: A Symbol of Strategic Success
The 100,000th customer to purchase under the Agency model took delivery of a high-performance Mercedes-AMG E 53 HYBRID 4MATIC+ in March at Mercedes-Benz of Guildford, operated by the Sandown Group. For Gavin McAllister, Group Managing Director of Sandown Motors and Head of the Mercedes-Benz Retailer Board, the milestone is more than just a sales figure—it’s proof of a transformative shift in how the brand connects with consumers.
“This is a significant milestone for Mercedes-Benz Agents and our partners at Mercedes-Benz UK,” said McAllister. “The Agency model has proved to be a game-changer… enabling a high volume of profitable new car sales and giving us a distinct edge in the market.”
A Seamless and Transparent Retail Experience
The Agency model, now entering its third year in the UK, redefines the traditional dealership structure. Customers can choose to research, configure, and purchase their new vehicle online at shop.mercedes-benz.co.uk or at any physical Mercedes-Benz showroom. Pricing is consistent across platforms, providing greater transparency and trust. Meanwhile, retail partners—now called Agents—remain integral to the customer journey, offering support from the first inquiry through to handover and aftersales.
This approach is clearly resonating with consumers. Mercedes-Benz UK has received an average customer satisfaction score of 4.85 out of 5, reflecting widespread approval for the seamless, personalised buying experience the model enables.
“Three years into our direct-to-consumer Agency model, Mercedes-Benz customers are full of praise for the seamless, personalised car buying journey we have developed,” said Sally Dennis, Sales and Marketing Director at Mercedes-Benz UK.
Q1 Results: Performance Models and Electrification Lead the Charge
The first quarter of 2025 has delivered solid sales performance for Mercedes-Benz UK. In March alone, 17,664 new vehicles were registered. Standout performers included AMG models—up an impressive 49 percent year-on-year—and plug-in hybrids, which posted a 38 percent increase compared to the same period in 2024.
With a 10 percent year-to-date rise in private retail demand, Mercedes-Benz UK has sold 27,415 vehicles in total so far in 2025, capturing a 4.7 percent share of the UK market and cementing its status among the country’s top-selling car manufacturers.
A New Era in National Sales Leadership
To support its continued growth, Mercedes-Benz UK has announced a key leadership transition. As of 1st April 2025, Michelle Brogden assumes the role of Head of National Sales, succeeding Andrew Dean. Reporting directly to Sally Dennis, Brogden’s expanded remit brings together the National Sales, Campaign Planning, and Sales Operations functions—streamlining strategy and execution under one roof.
Mercedes-Benz UK has expressed gratitude to Andrew Dean for his contributions and wished him well in his next chapter within the automotive industry.
