Mercedes-Benz aims to take back US luxury sales crown from BMW with new E-Class

Article by Anita Panait, on June 14, 2013

Mercedes-Benz is rolling out a revamped E class line as part of its bid to regain the US luxury sales crown it lost to BMW. Mercedes parent Daimler has endowed the E class with more technology than typical for a mid-cycle revamp of a vehicle line mainly because it was already available for the new S class and because competition in the mid-sized sedan segment is heating up, according to Bart Herring, Mercedes-Benz USA's general manager of product management.

Herring remarked the technology provide them an opportunity to “go a step further,” allowing them to be on top of their game in a very competitive segment. The revised Mercedes E class is now endowed with technology for pedestrian safety, driver’s lane assistance and warnings against drowsiness.

The revamped E class is part of Daimler’s bid to roll out new and refreshed models and keep it sites operating throughout summer, as the carmaker tries to become the best-selling luxury carmaker in the world by 2020.

Herring remarked that demand for the E class in the US has been leaving dealers without vehicles to sell to more customers. Daimler will be offering an optional four-cylinder diesel engine in September targeted against new diesel engines for the 2014 model year of the BMW 5 Series and Audi A6 in the United States.

According to Autodata Corp., Mercedes posted an 11-percent dive in US sales of its E-class sedan in May 2013 to 3,732 units. It also logged a 4.8-percent drop in US sales of the sedan in the first five months of 2013 to 17,305 units. [source: automotive news - sub. required]

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