'Avant-garde' cars lead style offensive

Management of Mercedes-Benz pose for a photo at the Beijing Auto Show yesterday. From left to right: Frank Deiss, president & CEO, Beijing Benz Automotive Co Ltd; Klaus Maier, president and CEO of Mercedes-Benz (China) Ltd; Joachim Schmidt, executive vice-president, Sales and Marketing Mercedes-Benz Cars; Tan Sri C. K Lau, chairman of Lei Shing Hong Group; Ulrich Walker, chairman & CEO of Daimler Northeast Asia Ltd; Thomas Weber, member of the Board of Management of Daimler AG responsible for Group Research and Mercedes-Benz Cars Development; Dieter Zetsche, chairman of the Board of Management Daimler AG, and head of Mercedes-Benz Cars; Jessie J, famous singer; Xu Heyi, Party secretary and chairman, Beijing Automobile Group Co Ltd, and chairman of Beijing Benz Automotive Co Ltd. Photos provide to China Daily

The Mercedes-Benz display is among the most popular at the ongoing Beijing Auto Show.

Among a multitude of competing exhibitions at the Beijing Auto Show, the high-tech Mercedes-Benz showcase stands out with 34 dazzling car models displayed against a backdrop of multi-layered LED screens.

The exhibition highlights the company's unique position in the Chinese market as the first and only company to have a complete industry chain here.

The vehicle biennial in Beijing and Shanghai every year has been the second important international auto show for German luxury vehicle supplier Mercedes-Benz, only behind the Frankfort auto show in its home market.

The visual theme of the showcase incorporates the Chinese plum blossom, which blooms in early spring, to symbolize Mercedes-Benz's constant renewal and refreshment of its portfolio of premium autos.

Avant-garde leads attack

This Monday, the company officially unveiled several of the newest models in front of a crowded audience.

The most anticipated revelation was the stylish Mercedes Concept Style Coup.

Dieter Zetsche, head of Mercedes-Benz, said the car represents the "avant-garde", which translates literally as "the force that leads the attack" and also refers to cutting-edge art.

"It's rare that these two definitions of avant-garde apply equally well in the same instance," Zetsche said, claiming that the Concept Style Coup is an example of both. "It's helping to lead our attack in the premium segment and will do so by pushing the boundaries of conventional automotive art."

The top executive went on to elaborate: "We're on the offense in all classes. We are building the deepest, broadest and strongest Mercedes-Benz portfolio ever, and that is the key to meeting the objectives of our 2020 strategy to regain the top position in the world in all categories before this decade is out."

Globally, the brand has continued to deliver impressive results, and 2011 saw the best sales year in the history of the company.

This year, the automaker built on that momentum with new sales records over the first quarter of the year.

China, Zetsche stressed, plays a leading role in the company's success story, with sales in the market up nearly another 24 percent this year so far.

The country also plays a key role in an ambitious global strategy. Over the coming years, Mercedes-Benz will also invest 3 billion euros in China to support efforts to exceed its 2015 target of 300,000 unit sales.

By then, China will be the largest market for vehicles in terms of sales.

"We are now well on track to our 2015 goals," said Joachim Schmidt, executive vice-president of sales and marketing for Mercedes-Benz Cars. "We are not only delivering the best brand to our customers but also fantastic products that integrate high quality, safety and comfort features."

The automaker intends to build on its existing base of loyal Mercedes-Benz owners and win over new fans in newly created car segments with fascinating products, one of which is the new Concept Style Coup.

"The new models, like the coming CLA based on this Concept Style Coup, will help us gain more market share after we maintain our leadership in the current segments," added Schmidt.

Style rebel

Zetsche calls it the car that people just "got to have". He said the Concept Style Coup is a "style rebel" the series version of which will go by the name of CLA, defining an entirely new segment.

Nonconformist, provocative and masculine, the Concept Style Coup's appearance at the show instantly drew attention with its breathtaking proportions, fluid surfaces and sculptural lines.

Apart from the striking diamond grille on the front end, the car's LED headlamps are reminiscent of the piercing eyes of a predatory animal.

The four-door Coup opens to reveal taut, expressive surfaces, including an instrument panel that looks somewhat like an outstretched wing. A fresh, sporty touch is added by the neon green piping and topstitching of the cabin interior.

The car backs up its bold, dynamic design with equally daring performance, featuring a 211 horsepower direct-injection turbo-charged engine, a road-hugging 4Matic all-wheel drive and a drag coefficient that "nearly defies aerodynamic resistance", according to the company.

The Concept Style Coup is one of 10 new cars in Mercedes-Benz's family of next-generation compact cars that will be introduced from 2011 to 2015.

"We see compact luxury a driving force for Mercedes and the new B-Class' coming to China in the second half will add the momentum," said Zetsche.

Brand ambassador

The next generation of G-Class models stood out among the premiered cars as a classic SUV that has been kept "forever young".

"(The G-Class) is the perfect expression of many Mercedes-Benz brand values," said Thomas Weber, member of the Board of Management of Daimler AG responsible for Group Research and Mercedes-Benz Cars Development, as he unveiled three new G-Class models to the audience.

"Heritage is clearly one of them but also quality, durability and refined technology."

"The G-Class is still going strong in the market. In 2011, we achieved the best sales results in seven years," Weber said. "The G-Class enjoys a loyal and enthusiastic fan base. Its functionality and reliability combined with a unique style has given it a cult status."

Weber said cars in the G-Class series are unlike any others on the road.

"Simply put, the G-Class is a statement of exclusivity and independence that fits perfectly with our brand. That is why we have invested in the future of this automotive icon, refreshing it with the latest technologies."

At home on adventurous journeys over rugged terrain or while cruising in modern cities, the new G-Class treats passengers to a new level of luxury with a first-class interior.

The 2012 version also offers modern and highly efficient engines as well as high-tech safety features, including the latest driver-assistance systems.

Weber said the G-Class is the perfect Mercedes-Benz brand ambassador due to its excellent ergonomics, high-quality materials and the latest connectivity features, such as COMAND Online and Internet access that comes standard on all models as well as a navigation system with special off-road functions.

"Thanks to a sustainable technology package, we have kept this automotive icon alive and kicking," he added. "But at the same time, we have paid careful attention to maintaining its unique character and style."

Besides, Mercedes also introduced its ultra-luxury SUV models, the AMG version of G63 and G65 with two world debuts at the show.

According to Ola Kallenius, CEO of Mercedes-AMG, said that China became the third largest market for the high-performance Mercedes-AMG brand only five years after it hit the country.

"The world debut of the G63 AMG demonstrated the importance of the Chinese market for us. And we are confident in a brighter future for the high-performance AMG brand in China because we can satisfy Chinese customers with our whole lineup -- from the top-end G-Class to the entry model C-Class as well the center level like the CLS AMG," said Kallenius.

AMG brand opened its first stand-alone performance center in Beijing, the first for the brand in the world, last week, as a triumph for Mercedes-AMG's 45th anniversary.

Key to sustainable momentum

Schmidt is very enthusiastic about the prospects for China and the prominent role the country will play in the company's global development.

"China is a really exciting place to be in 2012 as the country continues to be a major driving force in the world economy. The new-found wealth is opening up more choices for consumers, and Chinese customers are embracing luxury cars that they can identify with," he explained.

Mercedes-Benz sold nearly 55,000 vehicles in China during the first quarter of 2012, up 24 percent from last year.

Schmidt said he sees room for growth in China because the level of personal vehicle ownership is low in contrast with more mature auto markets like the United States and Europe. This means the company can expect sustainable growth in China over the next few years, he said.

Furthermore, luxury vehicles account for a smaller proportion of the market in China than in more-developed countries, so luxury vehicle growth is predicted to further outstrip that of the overall auto market.

"The Chinese consumer is very well aware of quality and appreciates the design and technology of a Mercedes-Benz in its own right," added Schmidt. "The combination of the iconic brand and the perfection of our cars is the right mix for China."

Schmidt pointed out that the broad range of Mercedes-Benz models is an ideal match for the varied tastes in today's China market, allowing customers to express their individuality to the fullest extent.

"The refreshing new models in a diverse portfolio are really the key to sustaining our sales momentum. It keeps the fascination for the Mercedes-Benz brand alive and allows consumers from every lifestyle to enjoy one of our premium autos."

Smart sells

The smart brand was an eye-catching delight at Mercedes-Benz's press conference.

On the third anniversary of its launch in China and following the introduction of both its Tiger and Rabbit editions in 2010 and 2011, respectively, smart has worked alongside luxury brand BRABUS and incorporated traditional Chinese elements to create the 2012 smart Dragon Special Edition exclusively for customers in China, with limited 700 units.

"We have priced the smart Dragon Special Edition very competitively as we hope that our ever-increasing number of smart fans in China can enjoy a better life with smart starting with the Year of the Dragon," said Annette Winkler, global head of smart.

"So smart fans had better act fast because we foresee that 700 units will be snapped up very quickly."

More and more customers have been spotted on the road driving their individualized and unique smart vehicles throughout Chinese cities. Only three years after its entry into the market in 2009, China has been the brand's third largest market.

"A brand born from imagination, smart has done exceptionally well in China as an urban mobility solution, advancing with individuality, eco-friendly qualities and a sincere commitment to the market," Winkler added, affirming the brand's success.

In the first quarter of 2012, smart delivered a total of 4,760 units in China, doubling year-on-year sales over the same period last year. It's amazing that quarterly sales have surpassed the total deliveries in 2010, Winkler said.

In addition to enriching smart's product offerings, the automaker has doubled its smart dealerships in China to 62 stores in 2011, from 28 in 2010, to reach out to more customers who desire the innovative, trend-setting car brand.

She also told China Daily that Chinese smart fans will welcome the brand's tailor-made service this autumn.

"Anything is possible with smart. And I hope more Chinese customers can have fun with our cute cars, as individualization will be a trend in people's life, and do not just see it as a daily transportation tool," said Winkler.

zhuanti@chinadaily.com.cn

(China Daily 04/24/2012 page17)