I had a little trouble wrapping my brain around this, but after hearing her (below) it makes sense, she’s good! - Car Pro Show host Jerry Reynolds
Mercedes-Benz is ushering in a new marketing chapter here in the U.S. and it's doing so with a new voice of the brand. That of Award-winning actress, producer and director Lucy Liu. Liu is replacing Jon Hamm who had the role for 15 years.
Drawing from her award-winning career and wide artistic acclaim, Mercedes-Benz says Liu brings a distinct, sophisticated voice that naturally embodies the luxurious and pioneering core values of Mercedes-Benz. Renowned for her versatility and magnetic presence, the automaker calls Liu uniquely suited to convey a spectrum of emotion—from serene warmth, to bold confidence and vibrant excitement—perfectly complementing the impressive breadth and groundbreaking innovation synonymous with the Mercedes-Benz vehicle portfolio.
“Mercedes-Benz doesn’t just define luxury - it continually reimagines it. 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," said Lucy Liu, Award-Winning Actress, Producer, and Director. "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 recently made her voiceover debut in a new "Moving Forward" campaign featuring the GLS SUV, created with Merkley+Partners. The television commercial highlights the SUV's versatile seven-seat interior, pioneering technology, elegant styling, dynamic handling and performance.
“The debut of Lucy Liu as the new official brand voice marks a new era for Mercedes-Benz marketing," said Melody Lee, Chief Marketing Officer, Mercedes-Benz USA. "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”.
Watch Liu’s voiceover debut on YouTube and look for two more campaigns featuring Liu to premiere later this month.