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.

The E-Class reimagining includes a sharper overall look from Mercedes-Benz. Smart design improvements give the E-Class a new front and produces exciting new dimensions. The improvements implement the new Mercedes-Benz design language throughout, and the reinterpretation of the traditional brand design uses the existing base. The outcome is a better and more elegant look that is still athletic and appealing to the senses.

The redesigned headlights comprise all functional components within one headlamp lens. Continuous lighting elements inside the headlights help ensure that the four-eye appearance, which is typical of the Mercedes-Benz E-Class, is graphically rendered, and provide the Saloon and the Estate an unambiguous night styling. The low-beams and the daytime running lights feature standard LEDs. Full LED headlights are an available option for the first time.

Design: a choice of two new front ends

This is the first time that the E-Class comes with two different fronts: the basic and the ELEGANCE equipment line come with the traditional, 3D Saloon grille with 3-louvre face and the Mercedes-Benz star on the bonnet. The AVANTGARDE equipment line integrates the athletic front with central star and dual louvre that has soft shapes around the star recess, and so boasts an singular, front appearance with a sporty accent.

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