Auto China 2013: Mercedes-Benz sets a clear course in China

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With attractive new products and an optimised sales structure, Mercedes-Benz is setting a clear course for sustainable growth in the key market of China. The previously separate sales businesses for imported and locally produced vehicle have been merged. At the head of Beijing Mercedes-Benz Sales Service Co. Ltd. is Nicholas Speeks, who has been President and CEO of Mercedes-Benz (China) Limited since 1st December and reports directly to the Daimler China Board Hubertus Troska. Tailor-made for the Chinese market is the new long-wheelbase E-Class produced in Beijing and celebrating its world premiere at Auto Shanghai. In another world first, Mercedes-Benz is also presenting the Concept GLA. The close-to-production study provides a preview of the forthcoming GLA-Class, the compact premium SUV with the three-pointed star. And celebrating is market launch is the new A-Class, with which Mercedes-Benz now intends to attract new target groups in the Middle Kingdom, too.

The new A-Class is launching in China just a few months after making its highly successful debut on the European market. Sales of the all-new Mercedes entry model virtually doubled there during the first quarter compared with the previous year. Among the most important reasons for purchase are the independent and distinctly sporty design and the extremely sporty handling characteristics.

The success story of the new A-Class began exactly two years ago at Auto Shanghai. “We unveiled the Concept A-Class here in 2011 and, with it, announced not only a great car, but also great plans,” said Dr. Dieter Zetsche, Chairman of the Board of Management of Daimler AG and Head of Mercedes-Benz Cars speaking at today’s Mercedes-Benz press conference at Asia’s most important auto show next to Auto China in Beijing. “We promised that the new A-Class would represent ‘the pulse of a new generation’ – and this is what we delivered. The A-Class is a great success. In its native market buyers are an average of ten years younger, more than 40 percent of customers come from other brands and, after the first quarter, the A-Class is lying well ahead of its direct competitors.”

Mercedes-Benz Cars sold more than 200,000 cars in China in 2012. By 2015, its sales figures are set to rise to over 300,000. Dr Zetsche: “A large part of this growth will be generated by our compact models, because they are the perfect proposition in a still growing market, where the demand for smaller premium vehicles continues to increase rapidly.”

The new long-wheelbase E-Class – from China for China

The E-Class is a traditional core product for Mercedes-Benz in China. The new model with the long wheelbase comes, likes its predecessor, from local production and is celebrating its world premiere at Auto Shanghai. With new, highly efficient engines and innovative driver assistance systems, the new generation of the successful business sedan combines efficient driving fun and active safety at the very highest level. The comprehensive safety concept includes systems that, for the first time, can prevent accidents with vehicles approaching from the side.

As in all markets worldwide, E-Class customers in China also have the choice between two standalone characters. Hubertus Troska: “The distinctly dynamic variant ‘Sport Sedan’ carries the star in its radiator grille and is aimed at customers with a sporty orientation. In parallel, we are also offering the classically elegant version ‘E-Class Sedan’ – for me the perfect business sedan - which has its star on the hood and thus stresses the traditional Mercedes brand values.”

Both versions are available for the first time with full-LED headlamps. The interior harmonises with the highly distinctive exterior. Fine materials and meticulous craftsmanship applied with great attention to detail underscore the premium look-and-feel of the generously proportioned interior.

“Like the new A-Class, the new E-Class has also enjoyed a highly successful start in Europe,” says Troska. “Customers and press alike have given it an enthusiastic welcome and I am convinced that we will continue that success story here in China.”

The A-Class and E-Class making their debuts in Shanghai are the first of a total of around 20 new and facelifted models that Mercedes-Benz is scheduled to launch by 2015 in the world’s largest car market. One more highly promising newcomer that is already waiting in the wings also celebrated its world premiere in Shanghai today - the concept GLA, the harbinger of a particularly sporty compact SUV from Mercedes-Benz.

>> More details on the new E-Class Long

Concept GLA – escape the everyday

The Concept GLA combines dynamic design and modern technology with a high degree of leisure value. Beneath the hood of the show car is the 155 kW (211 hp) two-litre turbocharged gasoline engine. Its power is transmitted by the innovative 7G-DCT dual-clutch gearbox to the extremely lightweight and compact 4MATIC all-wheel drive that Mercedes-Benz developed specifically for its new premium compact cars.

Dr. Zetsche: “We began the A-Class success story here in Shanghai in 2011. Two years later, on exactly the same spot, we are presenting the Concept GLA, which provides a preview of the sportiest model in the compact premium SUV segment – an extremely interesting vehicle that brings additional momentum to our ongoing offensive in the compact premium class. Just like the A-class, the GLA offers an attractive overall package – also for customers who perhaps, until now, have not had our brand on their shopping list.”

>> More details on the Concept GLA


100 years of Mercedes-Benz in China – looking forward

2013 marks an important anniversary in China for the inventor of the automobile: It was 100 years ago, in 1913, that Daimler opened its first sales office in the Middle Kingdom. Now the existing Mercedes dealer network is being expanded with additional locations. “Today,” says Dr. Zetsche, “we have more than 260 Mercedes dealers in China. This year alone, we will add at least 50 additional outlets.”

Credits: Daimler AG

Copyright © 2013, mercedesgla. All rights reserved.

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World premiere at Auto China 2013: The new E-Class as a long-wheelbase version

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"Auto China 2013" in Shanghai sets the stage for the world premiere of the long version of the new E-Class. Developed for the growth market in China, it offers 14 centimetres more legroom in the rear. It also sports a finely honed design exuding an overall character of poised refinement and boasts markedly enhanced comfort and a high standard of equipment and appointments. Three petrol engines covering an output range from 150 to 245 kW with automatic transmission as standard provide for dynamic performance coupled with exemplary driving comfort. With these assets, the long version of the new E-Class sets a new standard for the luxury segment.

The long version of the new E-Class radiates status and effortless superiority, meeting the Chinese market's expectations of luxury vehicles more effectively than the comfortable E-Class with standard wheelbase. Measuring 5019 millimetres in length and with a wheelbase of 3014 millimetres, the long version, which is to be built exclusively in China, is 140 millimetres longer overall than the E-Class saloon which is being marketed worldwide. This results in 14 centimetres more legroom in the rear of the five-seater. An exclusively appointed interior conjures up a prestigious and congenial atmosphere. For special convenience, the front passenger seat can also be electrically adjusted from the rear.

Design: two new front-end designs to choose from

In keeping with the entire E-Class family, intelligent modifications to the design provide the long version with a new front end as well as new proportions. When it came to the modifications, the designers followed the new Mercedes design idiom and reinterpreted the classical design values of the brand using the existing basis. The result is a superior and refined, dynamic appearance.

The headlamps have been redesigned and comprise all functional elements with a single headlamp lens. Flowing light elements within the headlamps help to ensure that the essential lines of the "four-eyed" look which is typical of the E-Class are retained. When it comes to light and visibility, the new E-Class sets standards: both the low-beam headlamps and the integrated daytime running lamps feature LED technology as standard.

For the first time, the long-wheelbase E-Class is available with two different front ends: the Sedan features the classic, three-dimensional saloon radiator grille in three-louvre look with the Mercedes star on the bonnet. The Sport Sedan comes with the sporty front end featuring a centrally positioned star to create a distinctive, emphatically dynamic look.

A new feature line and a repositioned three-dimensional trim strip give the long version of the Saloon new proportions with an exciting appearance. A new structural line runs below the feature line from the rear door through to the tail light. This lends the vehicle a longer look. It underscores the side trim, which has been shifted downwards. Overall the E-Class looks more elongated and elegant.

At the rear, the lights and bumper have been revised. The new horizontally structured LED tail lights with new two-tone look emphasise the width and feature a characteristic night design.

Interior: high-quality, prestigious setting

The interior has also been reworked and harmonised with the expressive exterior. High-quality materials and refined, subdivided areas with precise joints and sharp curves underscore the high-quality overall impression of the spacious interior.

A new feature is the two-part trim which stretches across the entire dashboard. It can be selected in two different wood looks (Wood and Ash Tree Black). Also new is the design of the air vents as well as an analogue clock between the two central vents.

The harmonious interior is characterised by the redesigned centre console without selector lever, as well as a new multifunction steering wheel with DIRECT SELECT lever and shift paddles.

Appointments: a high degree of luxury as standard

The long version of the E-Class is being launched in China as the E 260 L, E 300 L and E 400 L. There is a choice of two variants: the luxurious Sedan and the Sport Sedan. The latter features a powerful AMG front and rear apron, new AMG side skirts and AMG wheels. Typical of the AMG brand is the lavish scope of equipment and appointments. Starting with the E 260 L, features include LED headlamps, an electric sunroof, two-zone automatic climate control, PARKTRONIC and COMAND DVD.

New items of equipment are additionally available for other models:

- The 360° camera comprises a close-range system of several cameras to assist in parking and manoeuvring. In addition to the functions of the backup camera, it also enables monitoring of the areas to the side of the vehicle and directly in front of the vehicle, thus helping to avoid inadvertent collisions during manoeuvring.

- All the headlamp functions of the Intelligent Light System (ILS) feature energy-efficient LED technology. These functions adapt the light distribution to the given driving situation, thereby making an important contribution to safe driving.

- The ECO start/stop system reduces fuel consumption and emissions by shutting down the engine automatically when the vehicle is stationary.

Safety: a host of innovations

In addition to the luxurious appointments, the hallmark Mercedes safety standard also sets new benchmarks. Unique features include the PRE-SAFE ® preventive occupant protection system with belt force limiters and side airbags on all outer seats and drowsiness detection with ATTENTION ASSIST. The boot size of 540 litres is also best-in-segment.

Among the highlights on board the E 400 L Sport Sedan are the new or substantially enhanced assistance systems in the Driving Assistance package Plus. These include the following innovations:

- DISTRONIC PLUS with Steering Assist can help to take the burden off the driver when it comes to keeping the vehicle in its lane and is also able to follow vehicles in traffic jams semi-autonomously.

- For the first time, the Brake Assist system BAS PLUS with Junction Assist is able to detect crossing traffic and pedestrians too, and to boost the braking power applied by the driver accordingly.

- The PRE-SAFE® Brake can detect pedestrians and initiate autonomous braking to avoid a collision at speeds up to 50 km/h.

- PRE-SAFE® PLUS is able to detect an imminent rear-end collision. The driver of the vehicle following behind is warned by activation of the rear warning lights with increasing frequency. The PRE-SAFE® system then triggers occupant protection measures to reduce the forces to which occupants are subjected. It can also firmly apply the stationary vehicle's brakes in the event of a rear-end collision to prevent secondary accidents.

- Active Lane Keeping Assist can now detect when the adjacent lane is occupied, in particular by oncoming traffic too. When there is the risk of a collision, the system can also prevent the vehicle from leaving its lane unintentionally, also in case of broken lane markings, by applying the brakes on one side. As such it makes the ideal supplement to Active Blind Spot Assist.

Engine and suspension: onus on maximum comfort

The E-Class L is being launched with a choice of three refined, high-torque petrol engines: the E 260 L BlueEFFICIENCY rated at 150 kW (204 hp) with four-cylinder direct injection and the six-cylinder models E 300 L rated at 180 kW (245 hp) and E 400 L with an output of 245 kW (333 hp). Additional engines will be available in due course – for example the E 400 L HYBRID, which is on display as a show car in Shanghai. All models feature automatic transmission as standard. The transmission control system is self-learning and adapts the shift points to the driver's individual driving profile.

Credits: Daimler AG

Copyright © 2013, mercedesgla. All rights reserved.

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