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Mercedes benz introduces new nomenclature press release by www.IndianAutosBlog.com.
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MercedesBenz expands brand world and introduces new nomenclature
MercedesMaybach for the ultimate in exclusivity and individuality
Stuttgart/Sindelfingen. The MercedesBenz brand continues its dynamic progress. Two new arrivals in the
MercedesBenz brand world were introduced today in Sindelfingen by Ola Källenius, member of the
Divisional Board of Management of MercedesBenz Cars responsible for Marketing & Sales, and Dr Jens
Thiemer, Head of Marketing Communications for MercedesBenz passenger cars. With the name
MercedesMaybach, the brand represented by the threepointed star is now broadening its offering in the
exclusive top segment of the market with a new subbrand, whose individual and prestigious exclusivity will
appeal to statusconscious customers. Before the end of this November, the new MercedesMaybach S 600
will be celebrating its world premiere in Guangzhou and Los Angeles. The MercedesMaybach SClass
melds the perfection of the best automobile in the world, the SClass, with the exclusivity of Maybach. In a
further move, the Stuttgartbased manufacturer of premium automobiles will start 2015 by launching a new
nomenclature, the system used for the designation of its various model series and engine types, so
providing its customers with a simple and transparent way to find their bearings around its evergrowing
portfolio of models.
"The MercedesBenz brand stands for the aspiration to deliver 'The best' in terms of products, technology
and services. For us, this means that we offer our customers vehicles that, by virtue of their different
characteristics and specific flair, are able to fit in with all sorts of individual lifestyles. In the SClass segment
in particular, customers have very high expectations with regard to exclusivity and individuality.
MercedesMaybach enables us to fulfil these desires in the exclusive top segment of the market".
MercedesMaybach embodies "the best" in its most exclusive form
In 2013 MercedesBenz launched its new SClass, the best car in the world. No other vehicle embodies the
values of MercedesBenz in quite the same way as the SClass. The scope offered by the SClass model
range is already considerable, even though its expansion from three to six model variants is not yet
complete. The spectrum ranges from the sportiest SClass of all time, the MercedesAMG S 63, the most
efficient, the S 500 PLUGIN HYBRID (in future S 500 e) and the most intelligent, the S 500 Intelligent Drive,
through to the most beautiful SClass of all time, the SClass Coupé. When it comes to safety, assistance
systems and partially autonomous driving, the SClass is way ahead of the competition.
The SClass is not only the best vehicle, but also the most successful car in its class. With more than
100,000 units sold in its first full year of availability, it is even the bestselling SClass ever. This success has
been accompanied by a desire expressed by many customers for yet more individuality and exclusivity.
They would like to drive the MercedesBenz SClass in a highly exclusive and individual version that will
allow them to stand out even further in this top segment. In the same way as it did with the sporty positioning
of MercedesAMG, MercedesBenz has now therefore established a new offering in the exclusive top
segment by introducing a subbrand with the name MercedesMaybach.
The MercedesMaybach SClass, which will celebrate its world premiere before the end of November, marks
the opening of a new chapter in the history of the brand known by its threepointed star. The
MercedesMaybach SClass expands the current range of SClass Saloons with the addition of a vehicle
that sets a new benchmark for exclusivity and meets even the most discerning of requirements in terms of
its appointments. Some of the features that distinguish it from the standardproduction models include extra
spaciousness, special seats and lavishly designed, prestigious interiors offering extensive scope for
individualisation. As a result, MercedesMaybach vehicles meet the requirements of even the most
discerning customers worldwide. Mercedes Maybach is not an equipment line – it is a subbrand that in
future will deliver MercedesBenz vehicles in an even more exclusive form.
Simple and transparent nomenclature to provide customers with better orientation
The MercedesBenz model portfolio has expanded rapidly in recent years and continues to grow. The
comprehensive model initiative that is currently successfully under way means that, by 2020, the
Stuttgartbased premium brand will have brought more than 30 models on to the market worldwide, among
them at least eleven that have no precursor in the current product portfolio. On top of this come the different
body variants and drive systems. This results in an increasingly complex situation when it comes to naming
the various models. "After more than 20 years of continuity involving some of the most recognised and
successful product names in the world, we are now making our system of vehicle nomenclature even more
understandable. Bearing in mind the international appeal of our brand, our plan has been to devise an even
simpler, more transparent and more logical system for the designations of our model series, with the aim of
providing clear orientation for our customers", said Dr Jens Thiemer during the launch of the new
nomenclature. "Now is the ideal time to do this, for in 2015 we will be updating virtually our whole SUV
model range, providing us with the perfect starting point for renaming the whole family of vehicles."
The system behind the new nomenclature is simple, clear and transparent. The model designation is always
an acronym made up of between one and three uppercase letters. The different types of engine are
indicated by a lowercase letter. The system centres around the five core model series, A, B, C, E and S,
which will continue to be used to provide orientation for our customers. In the case of the model
designations for the SUVs, in a tribute to the legendary GClass, all SUV models will in the future have the
first two letters "GL" in their name. The "G" here denotes the car's lineage. The "L" is a letter that appears
time and time again over the history of MercedesBenz. It is a linking letter that makes the model
designations easier to remember and easier to pronounce; one that is familiar from the legendary SL, for
example, or from the more recent CLS and CLA. It is followed by the third letter, which indicates the
relationship to the relevant core model series. In specific terms:
GLA = GL AClass
GLC = GL CClass; previously GLK
GLE = GL EClass; previously MClass or ML
GLE Coupé = GL EClass Coupé
GLS = GL SClass; previously GL
G = unchanged
The system for the 4door Coupés is constructed along similar lines. The first two letters, "CL", denote the
origin, the third letter the link to one of the core model series: in other words CLA and CLA Shooting Brake,
or CLS and CLS Shooting Brake.
From 2016 on the Roadsters will all include "SL" in their names to denote their origin, with the third letter
again the link to one of the core model series. The SLK therefore becomes the new SLC. As in the case of
the G, the SL retains its designation as hitherto, in recognition of its iconic status.
In a development paralleling that of the model series designations, the different types of engines will also be
given new designations. These provide clear orientation and are also shorter than the designations used
until now. The boot lids will in future feature lowercase letters, whose meaning is as follows:
c for "compressed natural gas" (Natural Gas Drive until now)
d for "diesel" (BlueTEC and CDI until now)
e for "electric" (PLUGIN HYBRID, BlueTEC PLUGIN HYBRID and Electric Drive until now)
f for "fuel cell" (FCELL until now)
h for "hybrid" (HYBRID and BlueTEC HYBRID until now)
As has been the case until now, there will be no suffix for the petrol models. The defining and established
designation 4MATIC for our allwheeldrive vehicles will remain unchanged and, indeed, will be celebrating
its thirtieth anniversary next year. Given the way that MercedesBenz has evolved into the leading brand for
allwheel drive, 4MATIC will in future play an even more important role in our model portfolio. As a result of a
steadily growing demand, we will in future be adding further models to the allwheel drive segment.
"More clarity, more transparency, more consistency for MercedesBenz customers – we are convinced that
our new nomenclature will support us in achieving this objective. The logic built up on the basis of the core
model series will enable our customers to find their way round our growing product portfolio far better", was
the way Dr Jens Thiemer summarised the new nomenclature.
Expanded brand world of MercedesBenz offers more
The expanded brand world of MercedesBenz now comprises two subbrands alongside MercedesBenz as
the core brand, whereby MercedesBenz stands for "The best", in a unique combination of emotional
fascination and intelligent persuasiveness. MercedesAMG and MercedesMaybach interpret "The best"
from the perspective of performance and exclusivityseeking customers respectively. In addition, since the
spring of 2014 "Mercedes me" has been opening up a simplified and individualised way in to the overall
world of MercedesBenz for all customers and prospects, under the central concept of "The best for me".
"By expanding our brand world we are able to offer our customers some new ideas about MercedesBenz",
according to Ola Källenius. "Even more choice and individuality in terms of our products, and a transparent
and logical structure around them in the form of our new nomenclature."