Sales
Mercedes targeted 50,000 sales per year, half of those for the North American market. After initial strong sales of first two model years, 2006 and 2007, the sales fell in 2008 following the recession, reaching less than ten percent of ML-Class sales.[24][25] Sales continued downward, and R-Class was discontinued in 2012 for the North American market and in 2013 for Europe and other markets — with exception of China where R-Class enjoyed popularity. Mercedes-Benz Metris introduced in 2014 is considered a successor to the R-Class for the North American market.
In Germany, the limited engine choices and lack of available rear-wheel-drive option at the launch led to slow sales with almost 4,500 units sold in 2006. The sales decline followed for a few years despite adding more engine choices and rear-wheel-drive option. The 2011 mid-cycle refresh increased the sales to almost 2,500 before dropping to less than 500 units for the final model year, 2013.
The cause of its poor sales performance is hard to attribute, considering a multitude of possible reasons. One is the confusing marketing of what the R-Class is: Mercedes-Benz tried to persuade customers that the R-Class represented a new category of luxury passenger vehicle with the attribution of station wagon/estate, crossover, SUV, and van rolled into one.[28] Additionally, Mercedes-Benz initially marketed the R-Class as a "Sports Cruiser" and later as a "Family Tourer".[29] It also suffered from the "image problem" caused by the ill-fated Chrysler Pacifica that looked too similar to the R-Class and was similarly sized despite the R-Class having more luxury features and a better managed launch. The Chrysler Division of its parent company, DaimlerChrysler, had introduced the Pacifica two years prior to the R-Class, and the Pacifica was plagued with production and quality issues as well as poor marketing and few engine choices. Secondly, the customer preference had shifted away from MPV minivans and vans to CUV's and SUV's during the late 2000s and most of the 2010s. Thirdly, the Great Recession of 2008-2009 greatly impacted automotive sales and consumer confidence along with a strong increase in fuel prices, making the R-Class less desirable due to its higher fuel consumption.
The mid-cycle refresh didn't help with sales at all despite an updated fascia appearance more in line with the M-Class and GL-Class and a better interior.
