Susann Mayhead Takes Helm at Mercedes-Benz Canada Amid Market Shift

MISSISSAUGA, ON – May 01, 2026 – Mercedes-Benz Canada has appointed veteran executive Susann Mayhead as its new President and Chief Executive Officer, a move that signals a strategic pivot as the luxury automaker navigates a complex and rapidly evolving market. Effective today, Mayhead succeeds Andreas Tetzloff, who departs the company at his own request after a notable tenure.

The appointment places a leader with extensive international financial, operational, and human resources experience at the forefront of the Canadian operations, which include the Mercedes-Benz, Mercedes-AMG, Mercedes-Maybach, and Mercedes-Benz Vans brands. Mayhead will oversee approximately 250 employees and a network of 57 dealerships that sold 37,382 vehicles in 2025.

A New Leader with a Global Financial Edge

Susann Mayhead is no stranger to the Mercedes-Benz ecosystem, having joined the organization's financial services arm in 2000. Her 26-year career is a testament to her deep-rooted understanding of the company's global mechanics, with senior leadership roles spanning Europe, the United States, and a previous stint in Canada as Vice President of Sales & Marketing at Mercedes-Benz Financial Services.

Her most recent roles underscore the multi-faceted expertise she brings to the Canadian market. In 2021, she was appointed Managing Director and CEO of Mercedes-Benz Financial Services for Belgium, the Netherlands, and Luxembourg. By 2023, she had ascended to the Board of Management for Human Relations at Mercedes-Benz Mobility AG, a position that put her at the heart of the company's people strategy for nearly 10,000 employees across 35 countries.

Adam Chamberlain, President and CEO of MBUSA, highlighted this unique blend of skills in the official announcement. "We are excited to welcome Susann as President and CEO of Mercedes-Benz Canada. She brings extensive international leadership experience, strong financial and commercial expertise, and a people-centric approach," he stated. "I am confident she is well positioned to lead the organization into its next phase of growth."

This background suggests Mayhead's leadership will be characterized by a dual focus on fiscal discipline and organizational transformation—a critical combination as the automotive industry grapples with the immense costs of electrification and digitalization.

Inheriting a Market in Transition

Mayhead takes the wheel at a pivotal moment. She inherits an organization that saw considerable success under her predecessor, Andreas Tetzloff. In 2025, Mercedes-Benz Canada reported strong results, with passenger vehicle sales climbing 11.5% year-over-year to 31,299 units. The brand's SUVs, particularly the GLC and GLE models, continued to dominate, accounting for 77% of passenger sales in the final quarter of the year. Electrified vehicles, including both battery-electric and plug-in hybrids, also showed steady, if modest, growth, comprising 12.7% of sales in Q4 2025.

However, the landscape shifted in the first quarter of 2026. The company reported a 16.3% decrease in passenger vehicle sales compared to the same period in the prior year, a downturn Tetzloff attributed to a "demanding market environment." This downturn was not unique to Mercedes-Benz, as the broader Canadian luxury segment experienced sharp declines, reflecting wider economic pressures and a consumer shift towards value-oriented vehicles.

This mixed inheritance of recent growth and immediate headwinds presents Mayhead with her first major challenge: to stabilize performance in a volatile market while continuing to lay the groundwork for long-term strategic goals. Her ability to leverage the brand's strong SUV portfolio while accelerating the adoption of its burgeoning EQ electric lineup will be crucial.

Aligning with a Global Electric and Luxury Strategy

Mayhead's appointment is tightly aligned with the ambitious global strategy of the parent Mercedes-Benz Group AG. The company is executing a profound transformation focused on three pillars: cementing its position in the high-end luxury market, aggressively pursuing an all-electric future, and developing software-defined vehicles.

The global directive is to increase the sales share of its most expensive Top-End vehicles by approximately 60% by 2026 compared to 2019. Simultaneously, the company is investing heavily in new electric-only platforms—MB.EA, AMG.EA, and VAN.EA—with the goal of having an all-electric alternative for every model by 2025 and making electrified vehicles over 50% of global sales by 2030.

Mayhead's role will be to translate this sweeping global vision into effective strategy for the Canadian market. This involves not only managing the rollout of new electric models, such as the forthcoming electric CLA built on the new MB.OS operating system, but also guiding the dealership network and customer base through this transition. The recent launch of the Mercedes-Benz Charging Network in Canada, starting with hubs in Metro Vancouver, is an early and tangible sign of this commitment.

This leadership change occurs as the brand celebrates "140 Years of Innovation," a global campaign that seeks to connect its pioneering heritage with its future-forward ambitions. For Susann Mayhead, the task is clear: to honor that legacy by successfully steering Mercedes-Benz Canada through one of the most significant transformations in its history, ensuring the three-pointed star continues to define luxury mobility for the next generation of Canadian drivers.