Mercedes-Benz All New C-Class hits market

Launch ceremony of the All New C-Class Photo: Courtesy of Mercedes-Benz

Mercedes-Benz's highly-anticipated All New C-Class Long Wheelbase, a model exclusively built for China, officially hit the market on Monday.

The new long-wheelbase C-Class made its debut at the Beijing auto show in April and rolled off production line in July at Beijing Benz Automotive Co (BBAC), Mercedes-Benz's joint venture with its Chinese partner.

The model has been another important addition to the Mercedes-Benz product portfolio and is expected to become a major growth driver for Mercedes-Benz in China.

The wheelbase of the new C-Class has been extended by 160mm to 2920mm compared with its predecessor model, a feature designed for Chinese consumers who generally prefer roomier cars.

"We believe we now have the most fascinating and intelligent product in the segment, which comes with investing more in local R&D and investing more in top-notch factories," Hubertus Troska, member of the Board of Management of Daimler AG, and chairman and CEO of Daimler Greater China, said at a press event on Monday.

Many features of the new C-Class, including the exterior, are designed based on the company's flagship model S-Class. "We have made sure it is a premium car in this segment, not just options and features, as well as materials," said Nicolas Speeks, president and CEO of Beijing Mercedes-Benz Sales Service Co Ltd, the brand's sales and service arm in China.

The new C-Class first comes with two variants, the C200L and C260L, both with a regular sedan model as well as a sport sedan model.

Other than the longer wheelbase, the new C-Class is equipped with features such as panoramic sunroof, Wi-Fi hotspot, collision warning system, an innovative touch pad and a more comfortable rear seat, to better cater to Chinese consumers.

The new C-Class is priced between 369,000 yuan ($59,974) to 479,000 yuan, slightly higher than its predecessor model. But the unique features added to the model will be convincing enough to place it top of consumers' shopping list, said Speeks.

"It [the new C-Class] is really a game-changing product, and we are confident that it will set a benchmark for the segment," Speeks said, adding that the new C-Class will be a game-changer for both Mercedes-Benz as well as the market.

"The new C-Class is also a vivid demonstration of the company's 'built in China, for China' concept. The localization rate of the model has surpassed 60 percent," said Frank Deiss, president and CEO of BBAC.

With more than 160,000 units of the predecessor model sold in China, the country is currently the second-largest market for the C-Class. China is already the largest market for the company's E-Class, R-Class, GLK as well as its S-Class.

Mercedes-Benz has reported remarkable growth in the first seven months. It sold 149,990 units of cars in China during the period, up 32 percent year-on-year.

"You will see more and more China-oriented products, services and features given much more priority by Mercedes-Benz in the future," said Troska.