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Mercedes: Double breakthrough in Shanghai

By Li Fangfang (China Daily)
Updated: 2009-04-20 08:39

The made-in-China E-Class has enjoyed steady growth in its segment.

German luxury car maker Mercedes-Benz is set for a double breakthrough in Shanghai - a record number of new model premieres along with its largest-ever lineup of 35 models on display.

"The Shanghai auto show has become the largest auto show for Mercedes-Benz globally, and only comparable to the Frankfurt Motor Show," said Klaus Maier, president and CEO of Mercedes-Benz (China) Ltd.

In the first quarter, Mercedes booked sales of more than 11,000 units, a year-on-year increase of about 30 percent, the highest among all its markets.

Contributing to the success was its achievement in March, when the luxury legend had its biggest month ever in China, selling 5,100 units, a 50 percent leap compared to the same period in 2008.

"We are very encouraged to see that Mercedes-Benz managed to achieve a historic record at a time of economic uncertainty," said Maier. "It shows the automotive market in China has picked up again and our customers regained their confidence."

"Mercedes-Benz's enriched lineup is a direct result of our diversified product strategy," said Maier. "The newly launched GLK and B-Class present fresh additions to our existing array of widely popular models. At the same time, we are poised to introduce more models, which will further satisfy the needs of our discerning Chinese customers."

China's auto sales in March hit an all-time monthly high of 1.11 million vehicles, surpassing US sales for the third consecutive month as the Chinese government's stimulus package took effect.

Since the start of the year, sales in China have grown to make the nation the largest single market for the S-Class. In March, the S-Class further consolidated its leading position in the top luxury saloon segment of the China market with the delivery of more than 1,200 units.

Last month, China again became the world's biggest market for the Mercedes-Benz R-Class as its SUV sales shifted into high gear with more than 1,400 units delivered to customers, impressive year-on-year growth of 78 percent.

The new B-Class followed suit.

"The B-Class is one of our most successful launches. Since the luxury model hit China market in January, more than 500 B-Class units were delivered to Chinese customers, and its strong market potential will guarantee further growth for the rest of the year," said Maier.

The C-Class, now locally produced in Beijing, celebrated its first anniversary with a milestone, delivering groundbreaking sales of 1,150 units in March, and surpassing its own sales record by 125 percent in the first quarter.

As the only model reaching those numbers, the new generation C-Class has established itself as a major force in the mid-luxury segment with a 26.5 percent market share and a year-on-year sales increase of 16.2 percent.

The E-Class also showcased strength in its segment with steady growth in the market despite the increasingly fierce competition.

Early this month, the company brought its Smart mini-car brand to China, which is targeted at discerning customers with high environmental awareness.

Mercedes-Benz achieved double-digit year-on-year growth in the first three months enabled by its wide array of vehicles that appeal to an equally broad range of customers.

"This encouraging sales growth clearly demonstrates the success of Mercedes-Benz's diversified product strategies - which have created a solid foundation for the three-pointed star's sustainable growth in China," said Maier.

He predicts the China luxury car sector will increase at a double-digit rate this year and Mercedes-Bens targeted to outstrip the overall segment.

Show of luxury

Klaus Maier, president and CEO of Mercedes-Benz (China) Ltd.

Mercedes-Benz's presentation for the Shanghai auto show comprises four world premieres, five Asia premieres and four debuts for China, along with a fleet of cars representing all brands in the Mercedes family - Mercedes-Benz, Maybach, Smart and Mercedes-AMG.

Among its world debuts are the four new S-Class models, including S 400 Hybrid, the first car equipped with a lithium-ion battery, which establishes a new benchmark for low-emission luxury saloons.

As the flagship model of Mercedes-Benz, the S-Class continues to set new standards in the luxury saloon segment. With its pioneering design concepts, cutting-edge technologies, safety, comfort and exceptional craftsmanship, the range currently possesses the richest lineup in its class.

World premieres of the new S 400 Hybrid, S 300, S 600 and S 65 AMG at the show reflect the automaker's dedication to the development of its best-selling S-Class product portfolio.

The S 400 Hybrid makes its world debut as the champion of low CO2 emissions for a luxury saloon, priding itself with a fuel consumption of just 7.9 liters per 100 kilometers, the lowest in its segment.

Another highlight is the all-new E-Class, unveiled for the first time in Asia, which will be available for order by Chinese customers throughout the event ahead of its launch in the China market this July.

The super-luxury brand Maybach will present two of its masterpieces - the Maybach Zeppelin and Maybach 62 China edition. Just a month after its launch worldwide, the new Zeppelin premiere for the first time in Asia at Auto Shanghai.

Mercedes-Benz's show offerings - from first-class products, eco-friendly innovations and safety technologies to sublime design and superb performance - exemplify its long-term commitment to the China market and bring to life its theme of "Confidence, Fascination and Responsibility".

(China Daily 04/20/2009 page21)