Mercedes-Benz has little fear its entry-level CLA250 will cannibalize sales of its C-class.
Mercedes-Benz has never had a stronger first quarter in the United States than it has had in 2013, but the German automaker isn’t about to slow down. The company is taking strides to secure its position over the long term and to bolster its global sales with 13 all-new new models by 2020. These vehicles aren’t just refreshes and redesigns; the Stuttgart-based marque will introduce 13 new nameplates—vehicles without a predecessor. We know there will be the front-drive-based GLA-class crossover and the S-class will add coupe and convertible variants, but the bulk of the plan remains a mystery. Hoping to fill in some of the unknowns, we sat down with four of the most influential executives at Mercedes-Benz: Thomas Weber, head of R&D; Dieter Zetsche, Daimler chairman and head of Mercedes-Benz cars; Jörg Prigl, vice president of small-car development; and Ola Källenius, chairman of Mercedes-Benz AMG. Here’s what they had to say about the future of Mercedes:
Car and Driver: We’re struggling to find 13 obvious holes in the Mercedes-Benz lineup. What kinds of vehicles are coming? Should we expect Mercedes versions of BMW’s Gran Turismos?
Thomas Weber: To build such a vehicle is easy. To be successful is the name of the game. You also must be careful not to say a current trend is a trend forever. We will certainly add long-wheelbase models targeting the Asian markets. As we look at these new models, we need to beat our competitors in three areas: design, powertrains, and environmental and safety technologies.
C/D: Is there any concern that the $30,825 CLA250 might dilute the brand image in the U.S. or cannibalize C-class sales?
Dieter Zetsche: Our more-mature, more-affluent customers are very good to us. At the same time, the A-class has an average age drop of 10 years [in Europe]. It’s all about striking the right balance. The new S-class will move into Rolls-Royce Ghost territory. Just as we introduce small cars, we keep the light shining on the brand.
Jörg Prigl: If we saw that as a risk, we shouldn’t have done the CLA. We are not fighting for the loyal customers we have.
Mercedes wants to be at the forefront of EV development.
C/D: Electric vehicles have failed to take off in the U.S. Why bring the electric B-class to market?
Prigl: Technology leadership in a potential future drivetrain is a must for us. The partnership with Tesla will help us speed up and beat the competition. If you believe you can do this alone as an automaker, you will fail. The battery cell should not be done by the OEM. There should be huge competition among suppliers to get the cell right. The specific know-how for the automaker is in the packaging and the battery management. Tesla provides the complete powertrain for the B-class Electric Drive, but the calibration is split between Tesla and Mercedes-Benz.
C/D: The Geneva auto show was dominated by a pair of hybrid supercars, the McLaren P1 and the Ferrari LaFerrari. At what point will tightening environmental regulations force AMG to adopt hybrid powertrains?
Ola Källenius: The SLS AMG Electric Drive is a glimpse of the future, but we took two steps forward to take one step back. Hybrids are the next logical step, likely in five to seven years. For now, with conventional gas measures we can reduce emissions another 20 percent. The immediate future is relatively clear. Downsize and direct injection is where combustion is headed, but it is inevitable that we will have to electrify these cars.
The SLS AMG Electric Drive represents to first step in electrified AMGs.
C/D: Why isn’t Mercedes making a big investment in carbon fiber like BMW and the Volkswagen Group have?
Källenius: Carbon fiber is for a hypercar. Taking out weight is a decathlon. You need to work with all the materials. Right now, the industry is at a peak; every new car going forward will shave off weight.
C/D: What drove the decision to replace AMG’s Performance package with S models?
Källenius: It’s a matter of total cost of ownership. Residual values increase for a model rather than a package. It also gives us another opportunity to create a new class within AMG. We won’t have an S model for every AMG, but we will certainly roll it out to other cars.
- First Drive: 2013 Mercedes-Benz SLS AMG GT Coupe
- First Drive: 2014 Mercedes-Benz E63 AMG 4MATIC
- Future Cars: Mercedes-Benz G63 AMG 6×6 Concept
C/D: We just drove the SLS AMG Black Series and had an absolute riot. What car gets the Black Series treatment next?
Källenius: Black Series has to be the top of the totem pole. They have two doors and a strong connection to both the road and the track. The SLS AMG Black Series is derived from the SLS AMG GT3. The CLK63 AMG Black Series was based on the DTM. There will be no inflation of the Black Series. You don’t put it on your 10-year plan. It’s engineers gone wild.
C/D: The SLS AMG was the first car completely developed by AMG. Will AMG be charged with developing the SLS’s successor?
Weber: For the customer it’s irrelevant, but the SLS perfectly fits AMG. They have demonstrated they can do it.
Källenius: It was a dream come true for the engineers in Affalterbach. We have said that Mercedes-Benz is in the super-sports-car market to stay. As long as the market is strong and healthy, we will serve our customers.
Source: http://feedproxy.google.com/~r/caranddriver/blog/~3/ISwWg3t0BWw/
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