Mercedes-Benz India bets on new-gen models

The Mercedes-Benz A-class and B-class have found 2,500 customers in India till date. The B-class was launched in November 2013, followed by the A-class in June 2013. Mercedes-Benz’s NGC (New Generation Cars) portfolio, where these cars fall in, is set to get bigger with the expected launches of the CLA and the GLA. After these launches, the NGC’s contribution to total sales volume of the company is expected to go up to 40 percent, double than what it is today.

The NGCs are promising as they are helping Mercedes-Benz project a youthful image and draw new customers, some of whom may not have looked at the brand otherwise. “With the new design language, we see customers (in showrooms) who we haven’t seen before,” says Boris Fitz, vice-president – sales and network development, Mercedes-Benz India.

That explains the data which points out that every second buyer of the A-class is a new Merc customer. The luxury carmaker also announced that the current NGCs contribute to a fifth of the company’s total sales. Autocar Professional broke this news first on April 15 this year. Mercedes-Benz India would focus on further building and leveraging its NGC portfolio to build its customer base. It is to be noted here that rival Audi is set to launch its entry level A3 sedan that would woo buyers looking for a luxury car with a sub-Rs 30-lakh rupee price tag.

The new models, in addition to the A- and B-class, will be crucial not only for Mercedes Benz’s future growth in India but globally as well. The carmaker has set itself a target of being the number one player globally, both in terms of profitability and sales volume. “We are one of the focus markets. We are getting all the support (from Daimler AG),” says Fitz.

To further generate interest on the entry level A- and B-class models, Mercedes- Benz India launched a limited edition version of each called ‘Edition 1’, with additional features, in Mumbai today. Only 100 units of each model (in diesel only) will be produced. The A-class ‘Edition 1’ is priced at Rs 26.17 lakh, while the B-class ‘Edition 1’ costs Rs 28.75 lakh (both prices ex-showroom, Mumbai).

Photograph: Boris Fitz, VP (Sales & Network Development), Mercedes-Benz India, at the launch of the A- and B-class Edition 1 models in Mumbai today.