Mercedes-Benz USA has announced a new chapter in its marketing strategy by naming Lucy Liu as the new voice of the brand in the U.S.
Liu, an award-winning actress, producer, and director, brings a strong and elegant presence to the role. Her long and respected career includes two SAG Awards, a Critics Choice Award, and two Emmy nominations. Her voice is seen as a perfect match for the luxury and innovation that define Mercedes-Benz.
“Mercedes-Benz doesn’t just define luxury – it continually reimagines it,” said Liu. “To lend my voice to a brand with such a legacy of excellence and a bold vision for the future feels like a powerful alignment of values and creativity. This partnership reflects everything I value: innovation, intention, and impact. Together, we’re building a legacy of modern luxury that only Mercedes-Benz can deliver.”
Liu’s debut came with the launch of a new campaign called “Moving Forward,” centered on the GLS SUV. Created with Merkley+Partners, the commercial highlights the SUV’s spacious seven-seat interior, advanced technology, elegant design, and strong performance. The cinematic style of the ad aims to position the GLS as the ultimate luxury SUV.
Melody Lee, Chief Marketing Officer of Mercedes-Benz USA, sees the move as a meaningful shift for the brand. “The debut of Lucy Liu as the new official brand voice marks a new era for Mercedes-Benz marketing. Lucy’s range and sophisticated tone conveys a modern elegance that represents the brand’s legacy and future, and the transition to a female voice signals to our customers something fresh and innovative that provokes reappraisal.”
Liu’s voice will also be featured in two more campaigns launching later this month, as Mercedes-Benz continues to evolve its image while staying rooted in luxury and performance.
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