Mercedes-Benz India launches B-class, charts aggressive growth plans

September 18, 2012: Mercedes-Benz has, after months of showcasing the car at various clinics,has finally launched the B-class in India. The latest addition to its stable comes in two variants -- B180 and B180 Sport. While the B180 is priced at Rs 21.49 lakh, the B180 Sport costs Rs 24.87 lakh (ex-showroom Mumbai).

The B-class marks a new chapter for Mercedes in India, stepping into a new segment of Rs 25 lakh for the first time. Speaking to Autocar Professional in August this year, Mercedes-Benz India’s MD and CEO, said: “By bringing the B-class, we are bringing a new car concept into the market. This will be followed soon by other members of the family.”

The B-class, which creates a new Sports Tourer segment, is the first offering from Mercedes in India to sit on the new front-wheel-drive (MFA) platform which is used in the new A-class and will also do duty in the upcoming A-class-based saloon and in a compact SUV (which will compete with the Audi Q3 and BMW X1) as well.

The B-class is powered by a 1595cc, 4-cylinder direct-injection, turbo-petrol engine mated to a 7-speed dual-clutch gearbox. A diesel variant will come next year.

Mercedes claims the 250 cars allocated for 2012 have been sold out with deliveries taking place by end-October. Deliveriesfor fresh bookings will take place by January 2013 only. Currently the B-class is available only as a CBU; Mercedes will start CKD operations in late 2013.



Speaking at the B-class launch in Mumbai, Debashis Mitra, director, sales and marketing, Mercedes-Benz India, said: "We are extremely excited with the initial response of the B-class in India. Our strategy of introducing the segment and then launching the car has been well received by our customers. The huge response only demonstrates that Mercedes is easily the most aspired brand in India and kicks off a beginning of our product offensive in next couple of years in India."

The Mercedes-Benz brand has been under pressure from arch rivals BMW and Audi in India and the luxury car market is currently witnessing a battle royale. In the first five months of the current fiscal (2012-13), BMW is leading the pack with 3,569 units sold compared to Audi's 3,137 and Mercedes-Benz's 2,135 units. Meanwhile, Jaguar Land Rover has sold 900 cars in the April-August 2012 period.



An aggressive Mercedes-Benz is fighting back and is targeting sales of 50,000-60,000 units by the year 2020 in India’s growing luxury car market. The company has decided to set up its own technologically advanced paint shop capable of water-based painting. The facility, which will be operational later this year, will have an annual capacity of 20,000 units (extendable to 40,000 units). The investment in this paint shop takes Mercedes-Benz’s total investment in its Chakan plant to over Rs 600 crore.

DEVESH SHOBHA & AKBAR MERCHANT