Mercedes-Benz on Tuesday officially debuts the latest addition to its product line-up: the all new CLS-Class, featuring the CLS 300 priced at 768,000 yuan ($120,755), the CLS 350 at 968,000 yuan and the CLS 63 AMG, at 1,778,000 yuan in Shanghai.
There is nothing better than a perfect combined product launch to demonstrate Mercedes-Benz's strong commitment to making its recent integration illustrate its "The best or nothing" philosophy.
"It's a great idea to launch our all-new CLS-Class sports sedan along with the E-Class family, not only presenting Mercedes-Benz's rich product line-up, but also, more important, reflecting our heavy efforts during the past month for the integration between Mercedes-Benz (China) Ltd (MBCL) and Beijing Benz Automotive Co Ltd (BBAC)," said Klaus Maier, president and chief executive officer of MBCL.
"With the integration, we are now able to present the marketing campaign for the CLS-Class and E-Class families altogether," said Maier. "It's great harmony for a big brand."
Moreover, "through the alignment of resources to create a more streamlined sales organization, we are set to further accelerate our development in China, as well as demonstrate the power of the Mercedes-Benz brand and the commitment to the China market," added Maier.
The German luxury car brand on Tuesday officially debuted the latest addition to its product line-up: the all new CLS-Class, featuring the CLS 300 priced at 768,000 yuan ($120,755), the CLS 350 at 968,000 yuan and the CLS 63 AMG, at 1,778,000 yuan in Shanghai.
At the same time, the premium automaker presented "The best in its class" Long-wheel-base E-Class, suited to business and pleasure use.
Enhanced by the presence of the E-Class Coup and E-Class Cabriolet, all these models reflect Mercedes-Benz's "The best or nothing" motto and demonstrate its commitment to meeting the individual tastes and varying needs of Chinese customers.
"Showcasing our locally-built E-Class sedan together with the launch of the imported all-new CLS sports sedan not only marks the successful integration of a stronger cooperation between MBCL and BBAC, it also demonstrates our spirit of innovation and competitiveness in the market, as well as our confidence in furthering our business growth in China," said Maier.
He also told China Daily that although the two different series are targeting different customers, "they are kind of similar".
"The all-new CLS has set a trend by combining the elegance and dynamism of a coup with the comfort and functionality of a sedan," said Bjorn Hauber, executive vice-president in charge of sales and marketing of MBCL.
"And for the first time, we're exhibiting all models of the E-Class family to Chinese customers, showcasing our great advantages in the industry after the alignment of resources with BBAC."
Fu Qiang, executive vice-president of BBAC, agreed with Hauber, saying: "Embodying the essence of the E-Class family's heritage, the Long-wheel-base E-Class features innovative technologies, outstanding performance and luxurious comfort, thus making it a perfect car for driving and being driven in".
According to Maier, this integration has been a success for Mercedes-Benz, as it yielded a stronger market performance for its E-Class as well as C-Class local vehicles produced by BBAC.
In September, sales for the E-Class grew 86 percent year-on-year, while C-Class sales surged by 114 percent.
"The alignment of resources between BBAC and MBCL will also bring a series of benefits, such as a financing package with lower interest rates and a downpayment of 50 percent and free maintenance service for the first year.
"I believe the Long-wheel-base E-Class is set to lead in its segment and win over many customers in the future," said Maier.
"And although Chinese customers prefer to buy sedans, as they are demanding more individual cars, I also believe that China will be one of the biggest markets for our CLS sports cars soon," Maier added.
In the first three quarters, Mercedes-Benz delivered 139,400 cars under its Mercedes, smart, AMG and Maybach brands, up by 38 percent over last year.
"With the all-new CLS and E family, we are confident that our sales growth for the whole year will be higher than the at least 20 percent increase in China's luxury car segment," said Maier.
He also predicted China's overall automobile market will grow 9 to 10 percent year-on-year in 2011.
"Next year, the locally produced GLK will be a highlight. We are also looking forward to new models, especially for the compact segment," said Maier.
Since the launch of the first-generation E-Class model in 1953, the legacy of Mercedes-Benz's E-Class spans more than half a century. The Long-wheel-base E-Class exemplifies the characteristics of the E-Class family through a successful integration of innovation and tradition. That's why MBCL invited Hollywood movie star George Clooney to feature in the new E-Class new commercial.
Not only is this Clooney's first endorsement specifically for China, it is also the first time that a Hollywood actor has made a commercial for an automaker for the Chinese market.
Clooney's status as an elegant, timeless personality is the perfect testimonial for the E-Class. The partnership between Clooney and Mercedes-Benz will undoubtedly attract more customers to the Long-wheel-base E-Class and reaffirm its position as the guiding star in its class.
Two other members of the E-Class family, the E-Class Coup and the E-Cabriolet, were also showcased at the event.
Embodying Mercedes-Benz's traits of fascination and efficiency, the new two-door E-Class Coup is a sporty interpretation of the dynamic E-Class design.
The E-Cabriolet has been designed to reflect its "four seasons, four passengers" motto for year-round driving with the top down, letting in the autumn and winter sunshine.
Embodying the Mercedes-Benz brand DNA of innovation, performance, comfort and safety, the all-new CLS has not only inherited the qualities of its predecessor, it has also set the trend by combining the elegance and dynamism of a coup, with the comfort and functionality of a sedan.
As a sports sedan suited for pure driving pleasure and daily use, the new CLS sports car was presented by renowned Chinese tennis player and Mercedes-Benz brand ambassador Li Na, and AMG China brand ambassador and two-time Formula One World Champion Mika Ha kkinen, both of whom shared the charming characteristics of the new CLS with the audience. With its striking design, elegant interiors and innovative new technologies, the sports sedan is truly a work of art.
The all-new CLS is the first passenger car in the world to offer LED High Performance headlamps to ensure greater visibility for safe driving. The new LED headlamps complement the stunning front design, giving the car a dramatic appearance and emphasizing the distinctive traits of a sports car.
The interior design exudes timeless elegance, with details handcrafted to perfection. A large color display is seamlessly integrated into the upper instrument panel for easy viewing, and ambient lighting also lends an air of elegance to the driving experience.