Mercedes-Benz Unveils New GLE & GLS Models at Star-Studded Tuscaloosa Launch

Some of the best-known figures in the state were in Tuscaloosa Tuesday morning for the world reveal of new SUV models from Mercedes‑Benz as the automaker celebrates making its five millionth vehicle in West Alabama.

Visitors to the plant were shown the Mercedes‑Benz GLE, Mercedes‑AMG GLE 53 HYBRID, and Mercedes‑Benz GLS, upgraded models that blend the brand's signature style and safety standards with new AI-driven technologies to deliver an ultramodern driving experience.

Mercedes-Benz is also celebrating almost 30 years in Tuscaloosa, where it has produced more than 5 million vehicles since "Job 1" first rolled off the line on Valentine's Day 1997.

Since then, the workforce at MBUSI has grown from 1,100 to almost 6,000 employees. The company has invested billions in its West Alabama operations and, on Tuesday, committed to investing $4 billion more here between now and 2030.

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State and national figures, including US Senators Tommy Tuberville and Katie Britt, Transportation Secretary Sean Duffy, and former Alabama Football coach Nick Saban, were all in attendance for the reveal to celebrate the Mercedes brand and what it has meant for the state since they first arrived almost 30 years ago.

"Forty years ago, this was a dream. But look at what America can do with great people," Tuberville said. "It really brings tears to your eyes, what Mercedes has done for people and the money they brought, the families that have been created, enhanced education - everything that goes along with it. We're really proud that they're here, and this is a great partnership."

"As we celebrate the five millionth vehicle assembled here in Alabama, it's a testament to your long-term commitment and your outstanding dedication to the men and women who make that happen," Senator Britt said. "The impact of Mercedes on our state can't be overstated. The company is not only a manufacturing giant, but it is also a cornerstone of our economy and a true trusted partner in our communities."

Both Senators and Duffy were effusive in their praise for President Donald Trump, whose tariffs and other trade policies help ensure critical jobs stay in the United States, they said.

"As we've looked at what's happened over the course of the last multiple decades, we've seen manufacturing leave America, and it's gone to places like China or Mexico," Duffy said. "Now we have a president who's saying, 'You know what? I want to rebalance the trade relationship in the world. I want more investment, I want more manufacturing in America, and I'm willing to use every tool at my disposal to make sure Americans have great-paying jobs.

MBUSI's Monday reveal was centered around its SUV portfolio, which Mercedes-Benz Group AG Board Chair Ola Källenius called the heart of the West Alabama operation.

“We invented the automobile 140 years ago – and arrived in the United States just two years later. Since then, Tuscaloosa has become the beating heart of our SUV family. The new GLE and GLS, alongside the EQE SUV, the EQS SUV and the Mercedes-Maybach EQS SUV, are symbols of our commitment to Alabama. In the future, the localised GLC will further strengthen our U.S. footprint. And for me personally, this place isn’t just part of our company’s history as the first major plant outside Germany – it marks one of the most important chapters of my own Mercedes-Benz journey.”

“The U.S. market is key to Mercedes-Benz’s success, and Tuscaloosa is where our global SUV business is at home," Board Member Mathias Geisen added. "Celebrating the world premieres of the new GLE and GLS here underscores the importance of this location – and the exceptional craftsmanship that goes into every vehicle the local teams assemble for customers around the world. These SUVs carry not only the Mercedes-Benz star but also the pride, dedication, and legacy of an entire region based on 140 years of innovation since the invention of the automobile.”

The just-revealed GLE and GLS upgrades make both models "more powerful, intuitive and confident than ever," MBUSI said in a press release.

The GLS is the full-size model, with the midsize GLE one step down and the GLE Coupe the smallest of the three. The GLE 53 HYBRID models from Mercedes-AMG also celebrated their world premieres.

Nick Saban was also present on Tuesday to talk about his longtime love for Mercedes vehicles, his time leading the Alabama Crimson Tide and his role as one of the best-known Mercedes dealership owners in America - we'll break those comments out further in another post to come.

For more free coverage of hyperlocal news in West Alabama, stay connected to the Tuscaloosa Thread.