Meet the New Face of Mercedes-Benz USA

In today’s competitive automotive landscape, a brand’s voice is as vital as its engineering. Mercedes-Benz has always excelled at blending luxury with innovation, and its latest campaign underscores that commitment with a new chapter in storytelling. The appointment of Lucy Liu as the official voice of Mercedes-Benz USA signals both sophistication and modernity, setting the stage for a bold evolution in brand identity. Mercedes-Benz of Los Angeles explains why we’re so excited.

Lucy Liu Joins Mercedes-Benz Marketing

Mercedes‑Benz USA has taken a fresh step in its brand storytelling by naming actress, producer, and director Lucy Liu as the new official voice of the brand. Starting in mid‑July 2025, her debut comes in the “Moving Forward” campaign featuring the Mercedes-Benz GLS SUV.

A Fresh Voice for Luxury and Innovation

Liu’s distinguished career—marked by two SAG awards, a Critics’ Choice Award, and two Emmy nominations—brings a blend of sophistication, versatility, and star power that aligns with Mercedes‑Benz’s values of luxury and innovation. Marketing executives say her voice conveys “modern elegance” and marks a bold reimagining of the brand’s marketing identity, shifting to a female voice to signal freshness and innovation.

The Moving Forward spot, intended for internet and television, emphasizes the vehicle’s seven-seat versatility, advanced technology, elegant design, and dynamic performance—all brought to life through Liu’s calm yet confident narration that spans serene warmth to vibrant excitement. This reflects a broader shift in Mercedes‑Benz’s U.S. marketing approach—one that seeks to connect emotionally with customers through storytelling as well as technical excellence.

Campaign Highlights and Brand Alignment

Liu’s involvement goes beyond voiceover work. She is expected to participate in upcoming campaigns that highlight Mercedes‑Benz’s move toward electrification, sustainability, and advanced driver assistance technologies. This aligns with her advocacy for environmental responsibility and diversity in media, making her a fitting ambassador for the brand’s next chapter.

Mercedes‑Benz USA has confirmed that Liu’s role will be long-term, with multiple campaigns slated for release over the next year. These will span the brand’s SUV, sedan, coupe, and EV lineups, ensuring her presence resonates with a broad spectrum of customers. Each campaign will emphasize the brand’s core values: luxury, innovation, safety, and performance.

Start Your New Mercedes-Benz Chapter in Los Angeles Today

The choice of Lucy Liu as the voice of Mercedes-Benz demonstrates the brand’s dedication to combining luxury with emotional connection. By aligning with a celebrated figure whose values reflect sustainability and innovation, Mercedes-Benz strengthens its forward-looking message. Discover the latest campaign spirit and begin your own Mercedes-Benz journey with us at Mercedes-Benz of Los Angeles.