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    Mercedes-Benz Renames Most of Their Lineup, Maybach Returns As A Sub-brand


    • Changes Afoot For Mercedes' Nomenclature


    Starting next year, Mercedes-Benz is revising the names of a fair number of vehicles. This naming change shouldn't come as a shock to anyone - see Cadillac and Infiniti. Mercedes' reasons for the name change is to make their lineup a bit easier to understand and to make it easier to come up with a name for a new model.

    The majority of the changes will be focused on Mercedes' utility lineup as all models will wear the G, followed by a letter to signify class lines they are a part of.

    • GLA – New small crossover based on the A-Class. (Unchanged)
    • GLC – Currently the GLK
    • GLE – Currently the M-Class/ML-Class
    • GLE Coupe – Mercedes' answer to the BMW X6
    • GLS – Currently the GL-Class
    • G – The Geländewagen

    Also seeing a change is name is the SLK roadster which becomes the SLC.

    Mercedes is also changing up its drivetrain designations. Such names as "BlueTEC," "Electric Drive," "CDI," and "Hybrid" are being replaced by one letter designations.

    • c – Compressed natural gas, currently "Natural Gas Drive"
    • d – Diesel, currently "BlueTEC" or "CDI"
    • e – Electric, currently "Plug-In Hybrid," "BlueTEC Plug-In Hybrid," and "Electric Drive"
    • f – Fuel cell, or "F-Cell" currently
    • h – Hybrids, including diesel-hybrids

    "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," Dr. Jens Theimer, head of marketing communications for Mercedes-Benz passenger cars in a statement.

    But wait there's more. Possibly the worst-kept secret of this year, Mercedes-Benz has finally revealed that the Maybach nameplate will be returning. The Mercedes-Maybach S600 will debut at the LA Auto Show next week. Mercedes describes the model as setting "a new benchmark for exclusivity and meets even the most discerning of requirements in terms of its appointments."

    Source: Mercedes-Benz

    William Maley is a staff writer for Cheers & Gears. He can be reached at william.maley@cheersandgears.comor you can follow him on twitter at @realmudmonster.

    Press Release is on Page 2


    Mercedes-Maybach for the ultimate in exclusivity and individuality

    The Mercedes-Benz brand continues its dynamic progress. Two new arrivals in the Mercedes-Benz brand world were introduced today in Sindelfingen by Ola Källenius, member of the Divisional Board of Management of Mercedes-Benz Cars responsible for Marketing & Sales, and Dr Jens Thiemer, Head of Marketing Communications for Mercedes-Benz passenger cars. With the name Mercedes-Maybach, the brand represented by the three-pointed star is now broadening its offering in the exclusive top segment of the market with a new sub-brand, whose individual and prestigious exclusivity will appeal to status-conscious customers. Before the end of this November, the new Mercedes-Maybach S 600 will be celebrating its world premiere in Guangzhou and Los Angeles. The Mercedes-Maybach S-Class melds the perfection of the best automobile in the world, the S-Class, with the exclusivity of Maybach. In a further move, the Stuttgart-based 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 ever-growing portfolio of models.

    "The Mercedes-Benz 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.

    S-Class segment in particular, customers have very high expectations with regard to exclusivity and individuality. Mercedes-Maybach enables us to fulfil these desires in the exclusive top segment of the market".

    Mercedes-Maybach embodies "the best" in its most exclusive form

    In 2013 Mercedes-Benz launched its new S-Class, the best car in the world. No other vehicle embodies the values of Mercedes-Benz in quite the same way as the S-Class. The scope offered by the S-Class 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 S-Class of all time, the Mercedes-AMG S 63, the most efficient, the S 500 PLUG-IN HYBRID (in future S 500 e) and the most intelligent, the S 500 Intelligent Drive, through to the most beautiful S-Class of all time, the S-Class Coupé. When it comes to safety, assistance systems and partially autonomous driving, the S-Class is way ahead of the competition.

    The S-Class 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 best-selling S-Class 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 Mercedes-Benz S-Class 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 Mercedes-AMG, Mercedes-Benz has now therefore established a new offering in the exclusive top segment by introducing a sub-brand with the name Mercedes-Maybach.

    The Mercedes-Maybach S-Class, 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 three-pointed star. The Mercedes-Maybach S-Class expands the current range of S-Class 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 standard-production models include extra spaciousness, special seats and lavishly designed, prestigious interiors offering extensive scope for individualisation. As a result, Mercedes-Maybach vehicles meet the requirements of even the most discerning customers worldwide. Mercedes- Maybach is not an equipment line – it is a sub-brand that in future will deliver Mercedes-Benz vehicles in an even more exclusive form.

    Simple and transparent nomenclature to provide customers with better orientation

    The Mercedes-Benz 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 Stuttgart-based 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 upper-case letters. The different types of engine are indicated by a lower-case 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 G- Class, 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 Mercedes-Benz. 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 A-ClassGLC = GL C-Class; previously GLK

    GLE = GL E-Class; previously M-Class or MLGLE Coupé = GL E-Class Coupé

    GLS = GL S-Class; previously GLG = unchanged

    The system for the 4-door 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 lower-case 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" (PLUG-IN HYBRID, BlueTEC PLUG-IN HYBRID and Electric Drive until now)

    f for "fuel cell" (F-CELL 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 all-wheel-drive vehicles will remain unchanged and, indeed, will be celebrating its thirtieth anniversary next year. Given the way that Mercedes-Benz has evolved into the leading brand for all-wheel 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 all-wheel drive segment.

    "More clarity, more transparency, more consistency for Mercedes-Benz 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 Mercedes-Benz offers more

    The expanded brand world of Mercedes-Benz now comprises two sub-brands alongside Mercedes-Benz as the core brand, whereby Mercedes-Benz stands for "The best", in a unique combination of emotional fascination and intelligent persuasiveness. Mercedes-AMG and Mercedes-Maybach interpret "The best" from the perspective of performance and exclusivity-seeking 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 Mercedes-Benz 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 Mercedes-Benz", 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."

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    Mercedes describes the model as setting "a new benchmark for exclusivity and meets even the most discerning of requirements in terms of its appointments."

     

    They already DID exactly this, and it failed. Miserably. This vehicle needs to bring a MAJOR change up / new element, and doing a badge job on an existing model is NOT the answer. 

     

    -- -- --

    Even the "almighty" Daimler is subject to this industry marketing disease ('We need to make things eeaassiieeer to uunnddeerrsssstandd'), with no idea how to improve things but a really solid idea how to ashcan established equity in the dumbs names they already have. 

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    The lemming approach to selling auto's has expanded and now they are trying to sell an Idiot version of an over priced Laz-E-Boy Recliner in a car.

     

    Never been more unimpressed than ever with MB making their product line just one large Chevy version of auto's.

     

    Welcome to MB.

     

    Here you have your over priced FWD Appliances,

    Here you have your over rated RWD Appliances,

    Here you have your over priced, over rated Retirement Laz-E-Boy Appliance.

     

    MB we will coddle you from birth to grave in over priced Appliances that keep you in a cast system of paying us for ever.

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    As long as the S-Class outsells all of their competitors AND the C-Class & E-Class sell well, there really is nothing to see here or worry about.

     

    Or you could just buy a competitor of theirs and be done with MB.

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    Why do the people who run luxury brands think that reshuffling their existing alphanumerics is really going to make a difference? At least this isn't quite as radical as Cadillac and Infiniti's renaming, but still just as pointless. 

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    I think GL and GLK should keep their names, ML going to GLE makes sense since ML is the odd ball name. But the name changes are minor. I do think e or h might be easier than writing plug in hybrid across the back.

    The Maybach S600 will be great, the Pullman will be great, none of their competitors have a rival.

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    • By William Maley
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      December 13, 2016 - Stuttgart
      With its expressive proportions, clear and sensual design and long-distance comfort for four people, the new E-Class Coupe combines the beauty and classic virtues of a grand tourer with state-of-the-art technology. It also offers the intelligence of the E-Class family with full smartphone integration, a widescreen cockpit and the latest driver assistance systems. A powerful engine and comfortable suspensions with selective damping guarantee a sporty and agile driving experience.
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      Based technically on the sedan, the sportily exclusive Coupe marks a further step in the evolution of the Mercedes-Benz design language. With its attractive proportions, the new Coupe exhibits a puristic, surface-accentuated design with reduced lines and sensual forms. Both hot and cool, the reduced design idiom represents beauty and elegance while emphasizing the Coupe's sporty and luxurious  personality.
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      Thanks to innovative crystal optics, the taillamps also have a brilliant stardust appearance similar to the glow of a jet engine.
      Sporty, luxurious interior with refined details
      The interior of the new E-Class Coupe embodies the synthesis of sporty emotion and luxurious intelligence.
      The Coupe comes standard with a central 12.3-inch high-resolution COMAND® display. Another optionally available 12.3-inch widescreen instrument cluster– unique in this segment – is merged under a single lens to produce a widescreen cockpit that appears to float in space. The key design element emphasizes the width, as does the fascia-spanning trim. Positioned in the driver's direct field of vision, the digital instrument cluster shows virtual instruments, which can be selected by the driver in three different styles, "Classic," "Sport" and "Progressive," depending on which information and views the driver desires.
      A decidedly sporty note is set by the air vents, the form of which is heavily influenced by the look of a turbine engine. They are styled down to the smallest detail and finished in silver shadow.
      Touch Control Buttons on the steering wheel enable the driver to control the instrument cluster and multimedia system using finger swipes without having to take their hands off of the steering wheel. Additional controls come in the form of a touchpad and controller in the center console, which can also recognize handwriting, plus the voice control system. There are also direct-access buttons for controlling the air conditioning, for example, and for convenient activation and deactivation of certain driver assistance systems.
      The highly luxurious seats in the Coupe take their cue from the sedan. A wealth of extremely high-grade design details bear witness to the high standards required of a sporty luxury coupe.
      High-grade materials and contemporary colors come together to create a sporty, contemporary luxury look. Especially for the E-Class Coupe, there is a choice of two new innovative, light wood trim packages in natural grain and high-gloss finishes. Precisely executed seams emphasize the seat design of each equipment line. The impressive range of exterior paint finishes is harmoniously matched to the contemporary interior color scheme.
      The interior lighting makes exclusive use of durable, energy-saving LED technology in the standard enhanced ambient lighting with 64 color options to choose from.
      Diversity to suit every taste
      The standard equipment on the base E400 Coupe is abundantly configured. Additionally, the optionally available Sport Package adds edgier detail to such features as front and rear bumpers as well as side skirts and larger AMG-style wheels. The blocks in the diamond-block grille are chrome-tipped, and the interior boasts such features as an AMG leather sports steering wheel.
      Larger and more luxurious
      With a length of 190 inches, a width of 73.2 inches (without mirrors) and a height of 56.3 inches, the new E-Class Coupe clearly outstrips its predecessor in terms of length, width and height.
      Exterior dimensions
       
      E-Class Sedan
      E-Class Coupe
      Predecessor Coupe
      Difference
      Vehicle length (in)
      193.8
      190.0
      185.2
      +4.8
      Vehicle width (in)
      72.9
      73.2
      70.3
      +2.9
      Vehicle height (in)
      57.8
      56.3
      55.0
      +1.3
      Wheelbase (in)
      115.7
      113.1
      108.7
      +4.4
      The significantly larger footprint compared with the previous model is also to the benefit of passengers with extra spaciousness and comfort. They profit especially in terms of rear legroom, front and rear shoulder room as well as rear headroom. In each of the four fully fledged seats with coupe-specific individual seat character, the driver and passengers enjoy genuine comfort on long journeys as well as the classic virtues of a grand tourer.
      Performance with high-tech
      A powerful and efficient 3.0L V6 biturbo engine, equipped with ECO Start/Stop, provides lively performance and great fun behind the wheel.
      The U.S. E-Class Coupe model line-up at a glance:
       
      E400 Coupe
      E400 4MATIC Coupe
      Number of cylinders/ arrangement
      V6
      V6
      Displacement (cc)
      2,996
      2,996
      Rated output (hp @ rpm)
      329 @ 5,250 – 6,000
      329 @ 5,250 – 6,000
      Rated torque (lb-ft @ rpm)
      354 @ 3,500 – 5,250
      354 @ 3,500 – 5,250
      Acceleration 0-60 mph (sec)
      5.2
      5.5
      Top speed (mph)
      130*
      130*
      *Electronically limited
      Both the E400 and E400 4MATIC Coupes are equipped as standard with the 9G- TRONIC nine-speed automatic transmission, which allows fast gearshifts along with lower engine speeds. This has a particularly beneficial effect on efficiency and noise.
      Suspension – sporty comfort
      The suspension on the new E-Class Coupe offers agile driving pleasure on winding roads together with exceptional ride comfort. The Coupe features a standard lowered suspension with selective damping.
      AIR BODY CONTROL suspension
      Alternatively, the new E-Class Coupe can be equipped with multi-chamber air suspension, including all-round roll/pitch/heave stabilization. Advantages of this system: three chambers of different sizes in the spring struts of the rear axle and two in the spring struts of the front axle make it possible to control the hardness of the suspension in three stages. In this way, the occupants enjoy a soft basic suspension, along with the secure feeling of good handling stability at higher speeds.
      The multi-chamber air suspension is augmented by a continuous, electronically controlled adaptive damping system. The damping at each individual wheel is adjusted fully automatically to suit the current driving situation and condition of the road – such as in the case of evasive maneuvers or on rough tracks. The system therefore delivers good ride comfort along with excellent driving dynamics.
      DYNAMIC SELECT – choose your own driving characteristics
      The standard DYNAMIC SELECT system not only makes it possible to select the suspension characteristics in combination with AIR BODY CONTROL, but it also enables the driver to influence other vehicle settings – such as throttle response, ECO Start/Stop function, transmission shift points and more. DYNAMIC SELECT provides the following transmission modes: “Comfort,” “ECO,” “Sport,” “Sport +” and “Individual.” The "Individual" mode allows the driver to configure their own preferred transmission modes.
      Full smartphone integration
      A new era of connectivity and digitalization is marked by the multimedia system in the E-Class Coupe with standard COMAND Navigation. This includes effortless integration of the smartphone into the vehicle's infotainment system by means of wireless pairing and wireless charging, eliminating the need to find a plug and connect a cable.
      Apple CarPlayTM and Android Auto
      If the vehicle is equipped with COMAND Navigation, it is possible to use Apple's CarPlay as well as Google's Android Auto. If a compatible smartphone is connected by USB, the customer can, if desired, switch to the CarPlay or Android Auto interface.
      mbrace Concierge: personalized attention
      A further comfort highlight is the Concierge Service, which is available on all carlines for customers with mbrace Connect and mbrace Secure. For participating customers, the range of services includes a host of personalized assistance options: from making a restaurant reservation to obtaining tips about tourist routes, information on cultural and sporting events and bookings through to sending navigation destinations directly to the vehicle.
      Access is straightforward - registered mbrace subscribers can call up the Concierge Service either via the iCall button in the vehicle or on the Mercedes me app. The personal assistant takes care of everything else.
      E-Class innovations on board
      As a member of the current E-Class family, the new Coupe is significantly more intelligent than its predecessor. It comes with many of the optional driver assistance features of the E-Class Sedan, the most intelligent sedan ever. Active Brake Assist comes as standard and is able to warn the driver of an imminent collision, provide optimum support with emergency braking and, if necessary, can also autonomously apply the brakes. In addition to slower-moving, stopping or stationary vehicles, it can also detect pedestrians crossing in the danger zone ahead of the vehicle.
      Other highlights include DRIVE PILOT: this system represents Mercedes-Benz's next step along the road to semi-autonomous driving. With Distance Pilot DISTRONIC®, it is not only able to keep the car at the correct distance behind vehicles in front on all types of road, but, for the first time, it can also automatically follow them at a speed of up to 130 mph.
      The E-Class Coupe is also optionally available with other intelligent technical systems, including:
      High-resolution LED Intelligent Light System. These headlamps, each with 72 individually activated high-performance LEDs, automatically activate and deactivate the high beams and illuminate curves. MAGIC VISION CONTROL® (standard on the E400 4MATIC Coupe) - an intelligent and highly efficient wash/wipe system for the windscreen. The wiper blade always delivers washer fluid directly in front of the wiping edge, via the water feed line integrated into the blade – and it does this in both wiping directions. The result is that there is no surge of water when fluid is sprayed, which can impair the driver's vision, and at the same time the maximum cleaning effect is achieved. The complete MAGIC VISION CONTROL system, including the wiper blades, is heated at low temperatures to prevent snow or ice from sticking in winter.
      E-Class Coupe with tradition
      As an exclusive and sporty coupe, the latest member of the E-Class family can look back on an almost fifty-year history. Its first ancestor was unveiled by Mercedes- Benz in 1968 (at that time known as the "Stroke Eight" coupe). Further model series followed – for a while also under the name CLK. Each generation combined superb design with agile sportiness and contemporary luxury at a high level.
      The all-new model year 2018 E-Class Coupe will have its World Premiere at the 2017 North American International Auto Show in Detroit in January, and will go on sale in the U.S. in summer 2017.
    • By William Maley
      The Bentley Bentayga maybe one of most controversial models ever launched by the brand, but it has exceeded sales expectations. Because of this, Bentley is considering expanding Bentayga lineup.
      Autocar reports that there are three models up for consideration. First up is a coupe-styled version that could launch in 2019 if given the green-light by Volkswagen.
      “I’m confident that it will happen and our team is working on the case for this car, but it is not yet approved for production. We are the first in the luxury SUV space and at the moment unopposed, but there are lots of rivals coming to the sector. The question we need to answer is if there is space for all these different bodystyles,” said Bentley CEO Wolfgang Dürheimer.
      Next is a long-wheelbase Bentayga that is already under development. This model will be primarily be aimed at markets such as China and the Middle East.
      “In the Middle East and China it is almost exclusively what we sell. Those markets have shown what is possible and it makes business sense; the engineering is not rocket science, but it is expensive because when you change components like the side panels and roof you add a lot of cost,” said Dürheimer.
      The last model is a high-performance Bentayga that could use a retuned version of the W12 engine. Possible competitors include the Range Rover SVR.
      The Bentayga lineup currently consists of a 6.0L W12 and a diesel V8. A Plug-in hybrid will arrive in 2018.
      Source: Autocar

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