Mercedes plans Operation 'Total Revamp' to regain global leadership

31/10/2012 - 12:45 | Mercedes-Benz | Nithyanandh K

Mercedes can't afford to maintain their status quo if it wants to see itself back at the forefront of the global luxury market.

2012 Mercedes Benz ML350 CDI front three quarters

People know Mercedes as the maker of the finest automobiles in the world but in the recent years the German luxury marque hadn't done enough to keep pace with fellow German brands BMW and Audi.

It's not to say that Mercedes had fallen, but the other two brands had progressed leaps and bounds in comparison by launching new models and entering new segments.

Mercedes is now preparing itself to reacquire the championship trophy by refreshing or replacing their entire 19 product portfolio and introducing new products. The main issue that Mercedes is aiming to address with the total revamp is the lack of youthfulness of some of the models.

Mercedes has already started the onslaught with the new A Class by making it appealing to the Gen Y. The A Class will be joined by the stylish CLA compact sedan and GLA mini crossover SUV, which are again aimed at young car buyers.

The current range of cars like the C Class (generation change) and E Class (facelift now, generation change next) are already being worked upon and the high-end Mercedes customers will be treated with a handful of variants based on the all-new S Class which is expected to push the benchmark to hitherto unseen level.

Mercedes-Benz is very keen in bringing new products to India as our luxury car market is surging ahead. Right now the GLK and A Class are the only cars missing in the local lineup, but Merc will launch these eventually in their next generation forms.

The compact cars based on the MFA platform will enable Mercedes to draw new customers while the new versions of the existing models will help them consolidate the brand value.

Mercedes' new strategy to renovate the entire lineup and introduce new products is aggressive and would cost the company a fortune but there seems to be no other way out of its current situation!


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