Mercedes E-Class cruises to record sales

New look, updated safety features charm local customers

By Park Jin-hai

Mercedes-Benz Korea has beaten its long-time rival BMW in the Korean market for the first time.

The German luxury carmaker sold a record-high 3,310 vehicles here last month, up 42.4 percent from a year earlier on the rising popularity of its premium sedan E-Class.

Domestic motorists bought up a total of 1,666 E-Class models in April, making it the country’s best-selling imported car, according to data from the Korea Automobile Importers and Distributors Association (KAIDA).

Although German automakers are the market players in the imported car segment, it is a commanding feat for the company, since the title has been long held by its rival, BMW’s 520d.

“The E-Class chalked up sales of 4,289 units during the first quarter, up 61.6 percent from a year ago. It has boosted the performances of Mercedes-Benz Korea this year,” a KAIDA official said.

The German manufacturer has been doubly crowned to have its two E-Class models - the E 220 CDI Avantgarde and E 300 - become the top-selling cars in both the diesel-powered and gasoline car segments.

Other E-Class models - the E 250 CDI 4MATIC Avangarde and S 500 4MATIC Long - were included among the top 10 best-selling cars as well.

The new E-Class has been pushing up the sales for the company’s other models.

“The S-Class also sells well. The German carmaker has sold 2,351 since its launch in the local market last November,” the official said.

The E-Class includes a range of executive automobiles in various engine and body configurations while the S-Class is a series of its flagship luxury sedans.

The German manufacturer said its technological prowess and depth in variety helps its models win the hearts and minds of Korean customers.

“The modernized new look, cutting-edge safety devices and various other features catering to the changing needs of customers are attributable to the long lasting popularity of our brand,” said the company.

Success elements of New E-Class

On the first look, what distinguishes it from other models is its design.

Instead of the premium luxury brand’s signature elegant and classic design, it adopted a young, modern and sporty look. Its front is sharper with single headlamp lens, replacing the previous “twin headlight” design.

“The success of the E-220 CDI Avantgarde stems largely from design change rather than the price advantage,” said Kim Eun-myung, a sales consultant.

The new E-Class, overhauled in June, comes in two types according to the front-end design. The luxury trim “Elegance” offers a more traditional grill, while the Sport trim “Avantgarde” has a more contemporary grill.

“The first thing customers consider when they buy cars is design. If the past model only appealed to older generations, the new model had the effect of attracting the younger generation into the car brand,” he said.

The E-220 CDI also has an affordable price, too, being the second-lowest priced car in the E-Class family after E 200. “It works in lowering the threshold for the younger customers making their first purchases of imported cars,” he added.

What applies to the exterior goes for the interior as well. The once pleasant cabin has become more attractive, with sharper lines and efficient ergonomics. The square analog clock in the center console looks especially classy.

The 2.1-liter, 4-cylinder turbo diesel delivers superior torque build-up from low engine speeds. It can generate 170 horsepower with a maximum torque of 40.8 kilogram meter.

It has a super quick stop-start system, which is activated and de-activated by the driver’s pressure on the brake pedal. Its fuel efficiency is 16.3 kilometers per liter, 10 percent up from the previous model. Also, it only takes 8.4 seconds to reach 100 kilometers per hour.

The E-class in particular boasts of a series of state-of-the-art smart features to maximize passengers’ safety. Once its pre-safe system detects signs of a pending accident such as emergency braking or abnormal steering and tensions, its belt-tensioners go operational and seats and backrests move automatically into safety positions.

The improved Attention Assist system helps drivers remain vigilant behind the wheels at all times. When they start to become drowsy, it prompts them to take a break before it's too late.

The system gathers information about a driver's behavior during their first 20 minutes behind the wheel.

It uses data from steering sensors as well as the monitoring of the braking system, acceleration and other factors and then creates a driver profile. When there's a deviation, it sounds a warning chime and displays a coffee cup icon.

The Active Parking Assist enables automated parking with active steering and brake control in both parallel and end-on spaces. Once the car detects a parking space, all they need to do is control the car's speed with the accelerator and the brake pedal. The system turns the steering wheel automatically, and in next to no time the car is parked in the fitting space.

Its Collision Prevention Assist, a radar-based collision warning system with brake assist system, reduces the risk of rear-end collision.

There are nine variants of the New E-Class available here ­ the New E 200 Elegance, the New E 220 CDI Avantgarde, the New E 250 CDI 4MATIC Avantgarde, the New E 300 Elegance, the New E 300 Avantgarde, the New E 300 Avantgarde 4MATIC, the New E 300 BlueTEC Hybrid Avantgarde, the New E 350 4MATIC Avantgarde Intelligent Drive and the New E 63 AMG 4MATIC.

In May, the company upgraded them with added safety features including a Kneebag for drivers, Blind Spot Assist and Active Bonnet.

The Blind Spot Assist shows warning signs on the rear view and room mirrors when vehicles are detected in the blind spots, while the Active Bonnet is raised to reduce the risk of injury to pedestrians at the time of collision.

Despite upgraded features, the company offers attractive prices by applying in advance the reduced import duty from Korea-EU Free Trade Agreement, to be effective in July this year.

Their prices range from 60.3 million won for The New E 200 Elegance to 136.5 million won for the new E 63 AMG 4MATIC.

Mercedes-Benz’s E-Class, since its precursor 170 V series were unveiled in 1947, has enjoyed steady popularity in the midsize segment from around the world, selling over 130 billion unites over the past 60 years.

Premium features

The interior for New E-Class is equipped with lavish-looking seats, a new steering wheel, and wood or aluminum decor. An analog clock, mounted in the center, generates a classic and distinctive ambience.

Sensors of Attention Assist monitor driver’s movements at all times. If any abnormalities are detected, it signals a warning and flashes a coffee icon to alert the driver.

The LED ambient lighting comes in three colors, according to diffent tastes of customers.