Lance Bennett Moves to Middle East Role After Successful India Stint

Lance Bennett, Vice President – Sales and Marketing at Mercedes-Benz India, has concluded his successful tenure in the country and taken over as Chief Financial Officer for Mercedes-Benz Cars Middle East. Based in Dubai, Bennett’s new role marks a shift from leading front-end customer and brand functions to overseeing regional finance operations in a key growth market for the company.

A Mercedes-Benz India spokesperson confirmed the development, stating: “We sincerely thank Lance for his contribution to Mercedes-Benz’s Sales & Marketing division, where he successfully steered product management, sales planning, sales operations, and marketing and customer journey functions. As we wish Lance success in his new role, his replacement will be announced in due course.”

Bennett assumed the VP role in February 2023 and played a central role in driving the brand’s performance and positioning in India. During his tenure, Mercedes-Benz India recorded its highest-ever annual sales—17,408 units in 2023 and 19,565 units in 2024—reflecting 12.4% year-on-year growth. He led a strong push in the Top-End Vehicle (TEV) category, with models like the Maybach GLS 600 and AMG S 63 E Performance contributing to TEVs accounting for 25% of total volumes.

He also expanded the electric vehicle lineup with the introduction of models such as the EQA, EQB, and EQS SUV, helping nearly double EV sales in 2024. Bennett focused on enhancing customer experience through exclusive Maybach Lounges, digital-first retail formats, and high-impact marketing initiatives like Star is Reborn, celebrating the return of the SL 55.

Mercedes-Benz India is expected to announce a new head of sales and marketing in the coming weeks as it builds on Bennett’s high-growth tenure.