Mercedes-Benz aims to outrun grey importers

Mercedes-Benz is currently going all out against grey importers.

Yesterday the German luxury carmaker launched the new CLS saloon and estate with lower prices than those offered by grey importers, signalling yet another offensive against local car importers.

During the first 10 months of the year, distributor Mercedes-Benz (Thailand) has sold more than 4,600 vehicles in the country, but total Mercedes-Benz sales in Thailand during that period was approximately 10,000.

The company plans to increase sales to 6,000 vehicles in 2012, citing growth in the luxury car segment. The luxury car market is expected to reach 12,000-13,000 vehicles this year.

In a move to discourage customers from purchasing vehicles from elsewhere, Mercedes-Benz (Thailand) last year announced that it would introduce an entry fee system for servicing Mercedes-Benz vehicles purchased from grey importers. Then earlier this year the company announced it would totally refuse to service parallel imports, or vehicles sold through grey importers, for model year 2013 onwards.

Grey imports, particularly Mercedes-Benz, are highly popular in the luxury car market since they are able to deliver the UK-imported vehicles sooner than the official distributor, although prices are usually slightly higher.

“Our prices are now much more competitive against grey imports,” said Komkrit Nongsawas, general manager for marketing communications.

“We have introduced many new niche models such as the C180 Coupe priced at Bt2.99 million and the SLK 200 priced at Bt3.49 million. Both come with AMG packages and are priced lower than those offered by parallel importers,” he added.

Martin Schulz, vice president for sales and marketing, said the retail pricing of the CLS starts at Bt4.99 million, which is also lower than rivals.

“For example, the CLS Shooting Brake AMG Premium is priced at Bt5.39 million, but the same model sold by a particular grey importer costs Bt500,000 more. On top of that, we have included extra features worth another Bt250,000, which means that our car is Bt750,000 cheaper,” Schulz pointed out.

Delivery of the CLS will start in January next year, when the first batch of imports arrive from Germany.

“Our cars are also more customised with features for this market,” he said, adding that UK-imported greys usually come with features for cold countries that are not needed in Thailand – such as heated seats and headlamp washers that do not freeze, as well as digital radio that cannot be used presently in Thailand.

“We used to lag behind independent importers in the past with the niche models and we are expanding our line-up to lower the gap,” Schulz said, noting that Mercedes-Benz (Thailand) sells more bread-and-butter models like the C- and E-Class.

“We want to grow and regain our former customers who went to the grey importers, with investments in our production, sales network and product portfolio,” he said.

Before the end of the year Mercedes-Benz will also launch the new A-Class sub-compact, which it plans to sell for below Bt2 million. The A-Class will first be imported before local assembly is ready in 2013.

 

E 300 BlueTEC Hybrid

This car will be officially launched during the first quarter next year and, according to Mercedes-Benz, is the most fuel-efficient luxury car in the world.

The E 300 HYBRID is also powered by a 204-hp 2.143cc diesel engine, but is assisted by a 20kW electric motor capable of pumping out another 250Nm, meaning that it has as much as 750Nm on tap.

Acceleration from 0-100km/h takes 7.5 seconds; top speed is claimed to be 242km/h.

Fuel consumption, meanwhile, is claimed at 4.2-4.3 litres/100km (approximately 23.2km/litre) while carbon dioxide emissions are claimed to be 109g/km.

According to Mercedes-Benz, the components of the hybrid system, such as the high–performance electronics in the engine compartment, can be directly incorporated with the internal combustion engine, allowing the hybrid models to be produced on the same assembly line as their conventional counterparts.

 

CLS Shooting Brake attractive by its unorthodox design, materials and components 

 

The name “Shooting Brake” arose from the name once given to carriages which were commonly fitted out with light, variable bodies to transport hunting equipment. Any such vehicle used when going out shooting was called a “Shooting Brake”. Motorised Shooting Brakes were particularly popular in England in the 1960s and 1970s – exclusive crossover vehicles combining the luxury and style of a coupé with luggage capacity.

 

CLS and CLS Shooting Brake

The CLS and CLS Shooting Brake are powered by a 2,143cc 4-cylinder diesel engine capable of producing 204hp at 3,800rpm and 500Nm at 1,600-1,800rpm. Transmission is a 7-speed automatic (with paddle shifters). The car accelerates from 0-100km/h in 7.8 seconds before reaching a top speed of 235km/h.

The CLS Shooting Brake in particular attracts attention with its unorthodox design – the long bonnet, narrow window profile, roof sloping dramatically towards the rear and continuing to the tail end of the vehicle.

It also features frameless, all-aluminium doors made from deep-drawn aluminium panels with extruded sections, which in comparison to conventional steel doors are some 32kg lighter. The tailgate, bonnet, front wings, various support profiles and substantial parts of the suspension and engines are all made of aluminium too, resulting in aerodynamics that make significant contribution to the efficiency with a Cd value of 0.29.

Highlights of the CLS Shooting Brake include a Direct-Steer system for tidy handling, an Eco Start/Stop function, powered tailgate, LED headlights and daytime running lights, and Active Park Assist. The vehicle also comes with a long list of safety features including six airbags, ABS brakes with Brake Assist, Electronic Stability Programme and Pre-Safe.

Meanwhile, the AMG Premium version, priced at Bt5.39 million, comes with a little bit more. They are: AMG bodystyling, three-spoke sports multifunction steering wheel in Nappa leather, radiator grille with a chrome/silver louvre, head restraints, door armrests and centre console with contrasting stitching, sports pedals in brushed stainless steel with rubber studs, sports suspension, a twin-trapezoid tailpipe exhaust system with chrome, AMG floor mats in black, reversing camera, rear side airbags, electric sunroof, ambient lighting (three colours – white, amber, ice blue), Keyless-Go, and 19-inch AMG alloy wheels.