Mercedes E-Class cruises to record sales

Mercedes-Benz Korea has beaten its long-time rival BMW in the Korean market for the first time by selling a record-high 3,310 vehicles last month, up 42.4 percent from a year earlier on rising popularity of its premium sedan E-Class.

Domestic sales were a total of 1,666 E-Class models last month, making it the country’s best-selling imported car, according to data from the Korea Automobile Importers and Distributors Association (KAIDA). Although the automakers are the imported car segment market players, it is a major feat for the automakers, since the title has been long held by its rival, BMW’s 520d.

E-Class chalked up sales of 4,289 units during the first quarter, up 61.6 percent from a year ago and has boosted the performances of Mercedes-Benz Korea this year. The manufacturer has been doubly crowned to have its two E-Class models – the E 220 CDI Avantgarde and E 300 become the top-selling cars in both diesel-powered and gasoline car segments.

Other models like the E-250 CDI 4Matic Avangarde and S-500 4Matic long – were included among the top 10 best-selling cars as well. The new arrival been pushing up the sales for the company’s other models and the S-Class also sells well. Mercedes has sold 2,351 since its launch in the local market last year November.

Available are range of executive automobiles in various engine and body configurations while S-Class is a series of its flagship luxury sedans. The technological prowess and depth in variety helps its models win the hearts and minds of Korean customers.

“Modernised new look, cutting-edge safety devices and various other features catering to the changing needs of customers are attributable to the long lasting popularity of our brand,” said the company. On first look, what distinguishes it from other models is its design and instead of the premium luxury brand’s signature elegant and classic design, it adopted a young, modern and sporty look. Its front is sharper with single headlamp lens, replacing the previous “twin headlight” design.

Success of the E-220 CDI Avantgarde stems largely from design change rather than the price advantage. E-Class, overhauled in June, comes in two types according to the front-end design. The luxury trim “Elegance” offers a more traditional grill, while the Sport trim “Avantgarde” has a more contemporary grill.

Comparatively, the first thing customers consider when they buy cars is design. If the past model only appealed to older generations, the new model had the effect of attracting the younger generation into the car brand.

The E-220 CDI also has an affordable price, too, being the second-lowest priced car in the E-Class family after E 200. “It works in lowering the threshold for the younger customers making their first purchases of imported cars.

What applies to the exterior goes for the interior as well. The once pleasant cabin has become more attractive, with sharper lines and efficient ergonomics. The square analogue clock in the centre console looks especially classy. The 2.1-litre, 4-cylinder turbo diesel delivers superior torque build-up from low engine speeds. It can generate 170 horsepower with a maximum torque of 40.8 kilogram meter.

It has a super quick stop-start system, which is activated and de-activated by the driver’s pressure on the brake pedal. Its fuel efficiency is 16.3 kilometres per litre, 10 percent up from previous model and takes only takes 8.4 seconds to reach 100 kilometres per hour.

The car boasts of a series of state-of-the-art smart features to maximise passengers’ safety. Once its pre-safe system detects signs of a pending accident such as emergency braking or abnormal steering and tensions, its belt-tensioners go operational and seats and backrests move automatically into safety positions.

Improved ‘attention assist system’ helps drivers remain vigilant behind the wheels at all times. When they start to become drowsy, it prompts them to take a break before it’s too late. The system gathers information about a driver’s behaviour during their first 20 minutes behind the wheel.

It uses data from steering sensors as well as the monitoring of the braking system, acceleration and other factors and then creates a driver profile. When there’s a deviation, it sounds a warning chime and displays a coffee cup icon.

Mercedes-Benz’s E-Class, since its precursor 170V series were unveiled in 1947, has enjoyed steady popularity in the midsize segment from around the world, selling over 130 billion unites over the past 60 years.

MIKE OCHONMA