Mercedes-Benz says it has sold more than 500,000 units of the current-generation S class since worldwide sales begin September 2005.
In the United States, the average S-class buyer is 61 with an annual income of $371,000. About 76 percent of the buyers are male and 83 percent are married, Mercedes-Benz USA says.
While the U.S. market for large, premium sedans has declined in recent years, it remains a symbolic battlefield for luxury brands.
U.S. sales of the S class totaled 11,794 last year, down 4 percent from the prior year. BMW sold 11,098 7-series sedans in the United States last year, down 2 percent from 2011. And U.S. sales of the Lexus LS totaled 8,345 last year, down 13 percent from the previous year.
Sales of the S class in the United States during the past decade hit a high of 30,886 units in 2006.
Lexus LS volume peaked at 35,226 cars in 2007 and deliveries of the BMW 7 series hit a high of 20,473 units in 2003, according to the Automotive News Data Center.
Pricing on the new S class will be announced closer to launch. The current S550 has a base price of $95,905, including shipping.