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

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, Mercedes-Benz-Blog. All rights reserved.

Read More

Mercedes-Benz Concept GLA: Escape the everyday

Mercedes-Benz will be showing a compact premium-class SUV at the "Auto Shanghai" motor show (21 to 29 April 2013) in the form of its Concept GLA. The Concept GLA combines dynamic styling with clear benefits for recreational use. Under the bonnet of this new concept vehicle (length/width/height: 4383/1978/1579 millimetres) sits a four-cylinder turbocharged petrol engine rated at 155 kW (211 hp) with a displacement of 1991 cc. Its power is transmitted to the road via the 7G-DCT dual clutch automatic transmission and 4MATIC all-wheel drive. A new approach is taken here in the form of headlamps featuring laser technology: these not only shine more light on the road, but also function as projectors.

"The Concept GLA marks a new approach for us in the compact SUV segment – this is a sporty and more coupé-like evolution of this category of vehicle", commented Dr Joachim Schmidt, Executive Vice President Mercedes-Benz Cars, Sales and Marketing. "The Concept GLA is a compact SUV that combines its sporting spirit with the all-round qualities of a tough, leisure-time companion. 'Escape the everyday' is the message that this car conveys to its driver. It also makes clear the further potential of our compact vehicle architecture, which provides the basis for the A- and B-Class models that led the German market in their respective segments in the first quarter of 2013."

Clever use of SUV design cues: the exterior design

Clear evidence of the innovative thinking on the part of the designers that has gone into this concept vehicle is provided by a number of distinctive features. These include the powerful bonnet with its powerdomes and a sporty radiator grille with centrally positioned star. The new-style surround to the star merges elegantly into two horizontal bars. Likewise new are the so-called "softcubes": these are soft, raised pads that help to give definition to the radiator grille and are also to be found on the side sill panels and alongside the exhaust tailpipes.

The distinctive door mirrors, with their twin supporting struts, are fitted with a protective grille. This, like the underride guard at the front, is very much a typical SUV feature. The striking appearance of the Concept GLA is also, not least, the result of its silver Alubeam paint finish.

Seen from the side, too, the Concept GLA conveys a sense of power and confidence. This reinforces the overall design philosophy behind the vehicle with a "dropping line" that extends from the headlamp to the rear wheel arch. The beltline trim rises slightly from the rear door towards the C-pillar. Together with the light-catching contour formed by the curvature of the vehicle flank and the line that rises from the level of the door sill towards the dropping line, this creates a unique interplay of lines that adds to the sense of elegant dynamism. The slim door handles of the five-door vehicle are fully recessed, emerging at the touch of a button. The frameless side windows also emphasise the coupé characteristics of this concept vehicle.

The 20-inch wheels, with their distinctive five-spoke turbine design, are shod in size 255/45 R 20 tyres. These have been specifically created for the Concept GLA: their tread pattern continues the lines of the spokes in an optical illusion that makes the latter appear longer.

The muscular haunches above the rear axle, accentuated by the way the C-pillar is pulled in slightly, extend to the rear over the light clusters, so also emphasising the broad stance of the tail end. The outcome is a powerfully taut arc that nevertheless avoids aggression. This impression is reinforced by the curvature of the rear window and the elegant chrome strip between the rear light clusters. The large roof spoiler is a further eye-catching feature. This follows through very neatly on the structure of the rear roof panelling and provides the housing for the additional brake light.

Further SUV references, such as a load sill guard and a concealing underride fascia panel, are to be found in the area of the rear bumper covering. The twin-pipe exhaust system is evidence of the car's sporty aspirations.

The tailgate features a power closing system that allows it to be opened or closed at the touch of a button. Opening the tailgate with its integrated rear light cluster reveals supplementary lights to warn approaching vehicles of the open tailgate. Further light clusters are housed in the rear cross member between the roof rails.

Perfect craftsmanship: the interior

In terms of its design, the interior reflects a clear alignment with the interiors of the other new compact Mercedes models, reinterpreted here for a sophisticated and exceptionally high-quality SUV. It is dominated by an exciting juxtaposition of leather and dark galvanised aluminium. The four individual seats and the door centre panels are upholstered in natural leather in a rich shade of brown. Both colour and workmanship bring the image of a saddle to mind: all in all, the Concept GLA incorporates more than 20 metres of hand-stitched seams to hold the raw edges of the leather together. The seat cushions, which feature central inlay panels in a high-quality canvas material, display an embossed pattern that continues the saddle theme. An illuminated insert is set into the integrated head restraint of each of the four sports seats.

Grey leather with a graphically applied grain is used on the backs of the front seats, amongst other places, and continues the idea of patterns being continued over from other surfaces. The armrests and centre panels of the door linings are designed as a very clear structural unit.

The instrument panel is constructed in several layers. On top of a leather-upholstered surface sits a framework in a combination of matt and polished aluminium, which provides the necessary support for all the instruments. This is held in place by clearly visible screws, featuring a specially devised design. This unit is protected from dust and dirt by a plexiglas covering that is illuminated from behind, so adding to the impression that the different levels are free-floating. The control buttons for COMAND Online have also been crafted with meticulous technical precision. They are made of plexiglas and painted from the back in black. Pictograms are then etched into the black, also from the back, before being filled in.

The air vents in the instrument panel as well as in the rear represent a further stylistic development of the vents used in the Concept A-CLASS and Concept Style Coupé, and are likewise illuminated from behind. They change colour according to the interior temperature set by the occupants. At a temperature of 22 degrees Celsius they light up in white. If a cooler temperature is selected for the interior, they turn blue, while opting for an influx of warm air switches the illumination to red.

Fibre-optic ambient lighting in the load compartment visually extends the line drawn by the centre console all the way from the instrument panel through to the rear seats. A rectangle of lighting strip inset into the load compartment floor serves to highlight its level surface. Luggage can be secured firmly with a spring-loaded four-point harness, as used in helicopters. A simple handle is used to fold the backrests of the rear sports seats forward to create a level load compartment floor.

Laser light: new-style headlamps project light and images

Film time! The front headlamps of the Concept GLA are each fitted with a laser-beam projector. These not only provide the light to drive by, but are also capable of projecting pictures or films onto a screen or other surface. Any format that can be operated through COMAND Online can serve as a source: pictures or films from a smartphone, the internet, or from a hard drive.

Alternatively, the action can be produced live. The Concept GLA is fitted with two cameras, housed in the front roof rail. And these can be used for far more than just 3D images taken as the Concept GLA drives along: the HD cameras can be removed and, for example, fitted to a mountain bike helmet. An additional lamp unit in each camera ensures that the lighting is right, whatever the situation. As an alternative to the projection option, films may also be viewed inside the car on the COMAND Online screen.

The laser-beam projectors represent far more than simply an academic exercise on the part of the engineers and designers at Mercedes-Benz. As a further enhancement of the head-up display, they could also help to improve road safety: the technology could be used, for example, to project the directional instructions from the navigation system onto the road in the form of arrows – in this way other road users, too, would be able to see where a driver is heading.

Laser and LED technology: the headlamps

It is not only the laser-beam projectors and their visible cooling system provided by rotating vents that make the shimmering blue headlamps of the Concept GLA such an interesting feature. With the "Coming home" function, the blue light begins to pulsate to indicate that the vehicle is ready and waiting for its driver.

While the driving lights are produced here for the first time by a laser beam reflected off a mirror lens, the daytime running lamps, with their characteristic "torch" effect, as well as the indicator lights, consist of LEDs. The indicators take the form of digital chase lighting strips and, as such, represent a further development of the "Mexican wave" design used on the Concept Style Coupé.

Credits: Daimler AG

Copyright © 2013, Mercedes-Benz-Blog. All rights reserved.

Read More