This study examines the business portfolio management strategy and its impact on customer loyalty at Mercedes-Benz. The aim of the research is to analyze key elements of the portfolio – product breadth and depth, quality, innovations, premium strategy, after-sales services, personalization, and product life cycle management – and to determine their significance for long-term customer loyalty. The theoretical part of the study discusses the concepts and models of portfolio management, the importance of customer loyalty, and the role of the brand in the automotive industry. Special attention is given to the strategic segments of Mercedes-Benz, including passenger vehicles, the luxury and electric vehicle segment (EQ line), as well as after-sales and digital services. The empirical research was conducted through a survey of 150 Mercedes-Benz customers. Data were analyzed using SPSS, including descriptive statistics, correlation, and regression analysis. The results indicate that all portfolio elements have a positive and statistically significant impact on customer loyalty, with vehicle quality, innovations, and premium strategy being the most influential determinants. The regression model explains 57% of the variance in loyalty, confirming the importance of an integrated portfolio strategy for sustainable business success. Based on the results, the study provides recommendations for enhancing the portfolio, after-sales and digital services, product personalization, and continuous management of the product life cycle, aiming to strengthen long-term customer loyalty and maintain Mercedes-Benz’s competitive advantage.

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