A Fresh Voice for a New Era
Mercedes-Benz has officially introduced Lucy Liu as the new brand voice of its U.S. campaigns, marking a significant shift in the company’s approach to storytelling. For the past 15 years, the unmistakable voice of Jon Hamm has defined the luxury automaker’s American identity. His smooth, authoritative tone embodied sophistication and prestige, making him one of the most recognizable voices in automotive advertising.
Now, with the debut of the new “Moving Forward” campaign for the GLS SUV, the company is entering a new era, one that emphasizes modernity, inclusivity, and forward-thinking values. By selecting Liu, Mercedes-Benz underscores its intention to expand its brand identity and speak to today’s audiences in a more contemporary voice.
Why Lucy Liu?
Lucy Liu is a celebrated actress, director, and producer whose career has spanned decades. From Ally McBeal to Charlie’s Angels, Kill Bill, and her award-winning turn in Elementary, Liu has consistently displayed versatility and presence. Beyond her on-screen work, she has been an advocate for representation, social change, and artistic innovation.
Mercedes-Benz reportedly evaluated more than 200 voices anonymously before making its choice. In selecting Liu, the company found a voice that balances warmth, sophistication, and confidence. Her vocal delivery brings both elegance and approachability qualities that align with the brand’s desire to invite new audiences while maintaining its luxury appeal.
Chief Marketing Officer Melody Lee explained that moving from a male voice to a female one is symbolic of the brand’s evolution. Liu’s presence not only brings a new tonal quality but also signals that Mercedes-Benz is willing to challenge expectations and redefine what luxury sounds like.
The Debut: “Moving Forward” Campaign
Lucy Liu’s first outing as the official brand voice is in the Moving Forward campaign, highlighting the 2025 Mercedes-Benz GLS SUV. The campaign focuses on themes of progress, innovation, and timeless design, echoing the vehicle’s reputation for blending performance with sophistication.
The advertisement emphasizes features such as:
- Seating capacity for up to seven passengers
- Advanced technology and connectivity
- Refined styling and interior craftsmanship
- Dynamic handling and powerful performance
Accompanied by Liu’s confident narration, the campaign presents the GLS not just as a luxury vehicle but as a statement about where the brand is heading. Her tone communicates elegance while also suggesting momentum, a perfect reflection of the campaign’s central message.
The ad will be broadcast across major television networks, including NBC, BET, and TNT, in addition to being featured on digital and streaming platforms. Two more campaigns with Liu’s voice are scheduled to launch later this month, further cementing her role as the brand’s new sonic identity.
Jon Hamm’s Legacy
For over a decade, Jon Hamm’s voice was nearly inseparable from Mercedes-Benz in the United States. His deep, resonant delivery lent authority and credibility, helping solidify the brand’s status as the pinnacle of automotive luxury. In many ways, Hamm’s voiceovers shaped consumer perceptions of Mercedes vehicles just as much as their sleek designs and engineering.
Replacing a voice so strongly tied to a brand is no small decision. Yet, Mercedes-Benz saw the need to adapt to shifting cultural expectations and evolving consumer sensibilities. Liu’s casting represents a generational change, moving from a voice that was distinctly masculine and commanding to one that offers a fresh sophistication rooted in balance and inclusivity.
Voiceovers as Brand Identity
This transition highlights just how critical voiceovers have become in brand storytelling. A voice can shape perception, evoke trust, and create emotional connections in ways visuals alone cannot. In an age when consumers encounter ads across multiple platforms, such as television, podcasts, social media, streaming services, and vocal performance, they play a vital role in ensuring consistency and recognition.
Mercedes-Benz’s decision reflects broader industry trends. More brands are experimenting with voice casting to stand out in a crowded market. Increasingly, companies are turning to actors and personalities whose voices carry not just aesthetic appeal but also cultural meaning. Liu, as a respected and pioneering figure in Hollywood, brings more than sound; she brings symbolic weight that strengthens the brand’s message.
The Future of Mercedes-Benz Storytelling
By bringing Lucy Liu into the fold, Mercedes-Benz is signaling that its brand is not static but adaptive, responding to both consumer expectations and cultural currents. The company aims to appeal not only to its traditional base of luxury car buyers but also to younger, more diverse audiences who value authenticity and fresh perspectives.
Liu herself has spoken about how the partnership resonates with her personal values: innovation, intention, and impact. These qualities align naturally with the ethos Mercedes-Benz seeks to project as an automaker that combines timeless craftsmanship with forward-looking vision.
As more campaigns featuring Liu roll out, audiences will begin to associate her voice with the Mercedes-Benz experience. For some, this will mean nostalgia tempered with change; for others, it will provide a fresh invitation into a world of luxury defined by both tradition and reinvention.
The company’s bold decision to move from Jon Hamm to Lucy Liu illustrates a willingness to embrace transformation. In doing so, Mercedes-Benz not only redefines its own identity but also contributes to the growing recognition of voice performance as a central part of modern brand storytelling.
