Mercedes-Benz USA has officially named Lucy Liu as its new brand voice, marking a major change in the way the luxury carmaker tells its story in the United States. Known for her award-winning acting and strong presence, Liu brings a fresh sound and new emotional tone to upcoming national ad campaigns. The move reflects the brand’s desire to connect with a broader, more diverse audience while redefining how luxury is communicated in the modern world.
1. A Fresh Start After 15 Years of Jon Hamm
For more than a decade, actor Jon Hamm was the voice behind Mercedes-Benz ads in the U.S. His familiar tone became closely associated with the brand’s image of confidence and elegance. With Hamm stepping down after 15 years, Mercedes-Benz has now passed the microphone to Lucy Liu. This transition not only brings a new voice but also signals a new storytelling direction.
2. Lucy Liu Brings Emotional Power and Sophistication
Lucy Liu is known for her wide-ranging roles in film, television, and theater, as well as her success as a director and producer. She has received Screen Actors Guild Awards, Critics’ Choice honors, and multiple Emmy nominations. Her voice reflects a blend of strength, warmth, and elegance—qualities that align closely with the values Mercedes-Benz wants to project: intelligence, inclusiveness, and modern luxury. Brand executives believe Liu’s voice will create a deeper emotional connection with consumers, one that resonates across generations and cultures.
3. New Campaign “Moving Forward” Highlights the GLS SUV
Lucy Liu’s first appearance as the voice of Mercedes-Benz USA debuts in a national campaign titled “Moving Forward,” focused on the new GLS SUV. This commercial showcases the SUV’s spacious interior, advanced technology, and sleek design. With Liu’s smooth, confident voice narrating the ad, the message comes across as forward-thinking yet grounded in luxury. The campaign will be aired across major networks, streaming platforms, and digital channels.
4. Emotional Storytelling at the Heart of Brand Strategy
The shift to Liu as the voice of the brand is part of a larger strategy that puts storytelling and emotion at the center of all marketing. Mercedes-Benz says it wants customers not just to admire their vehicles—but to feel connected to them. The brand is moving away from purely technical messages and towards stories that express freedom, power, elegance, and innovation through real human voices and experiences. The marketing team conducted a blind voice casting call with over 200 voice samples. Liu’s voice stood out not for her celebrity status, but for the natural confidence, comfort, and connection it conveyed.
5. A New Voice for a More Inclusive Image
By choosing Lucy Liu, Mercedes-Benz USA is also embracing more inclusive representation in its branding. Liu’s identity as an Asian American woman adds diversity to a luxury automotive industry that has traditionally featured male voices in its U.S. campaigns. The decision supports the company’s wider push for social responsibility and multicultural engagement. Other brand efforts such as partnerships with underrepresented creatives and inclusion-focused design projects—also reflect this mission. Liu’s appointment is both symbolic and strategic, showing that Mercedes-Benz wants to mirror the richness of its customer base.
6. Wide Rollout Across TV, Streaming, and Digital
The “Moving Forward” commercial is just the beginning. Mercedes-Benz has confirmed that Liu’s voice will feature in multiple upcoming ads, spanning several models in the 2025 lineup. The campaigns will appear on traditional television, including major networks, as well as streaming services and social media platforms. With a consistent voice across different media, the company hopes to build stronger brand recognition and loyalty.
7. What This Means for the Auto Industry and Consumers
For the auto industry, this move by Mercedes-Benz represents a trend toward greater personalization and emotional engagement in marketing. As younger generations become the primary buyers of luxury vehicles, brands are learning to adapt to new values—such as inclusivity, authenticity, and creative storytelling. For consumers, Lucy Liu’s voice is a refreshing change that still maintains the elegance and high quality associated with the Mercedes-Benz name. Her voice invites listeners in rather than talking at them. It makes the experience of luxury feel more personal and emotionally rich.
Why This Announcement Matters
This change is not just about replacing one voice with another. It marks a new chapter for Mercedes-Benz in America. The brand is clearly focused on staying ahead of the curve, not just with its cars, but with how it communicates. By choosing Lucy Liu, it is saying that luxury can be warm and thoughtful, bold and inclusive. It is also a reminder that great storytelling needs a great storyteller—and Liu delivers exactly that.
Looking Ahead: What’s Next for Mercedes-Benz USA
The company plans to expand this emotional and inclusive brand approach throughout 2025. Consumers can expect more campaigns voiced by Liu, covering a wider range of models and themes. Mercedes-Benz may also pair her voice with branded content, behind-the-scenes stories, and interactive experiences. This storytelling strategy is expected to strengthen Mercedes-Benz’s identity and broaden its appeal to younger and more diverse customers.
Conclusion: A Voice That Reflects a New Vision
Lucy Liu becoming the official voice of Mercedes-Benz USA is a defining moment for the brand. It’s a bold yet thoughtful move that reflects changing values in both the auto industry and society at large. Her voice carries the luxury, strength, and warmth the brand wants to communicate as it steps into the future. As Mercedes-Benz USA continues its journey into more emotionally driven and inclusive marketing, Lucy Liu’s voice will help guide the way one elegant message at a time.
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