Wagons a logical choice, says Benz
BY PHILIP LORD | 29th May 2008
“Wagons are very good looking cars these days. Also they do make a lot of sense, especially in the (market’s) need for a wagon, that so far has been pushed heavily towards SUVs,” Horst von Sanden told GoAuto at the launch of the new-generation C-class Estate last week.
Mercedes-Benz offers two passenger car station wagons: the C-class and E-class Estates. It also offers two SUV wagons, the ML-class and GL-class, with the GLK-class compact SUV also due in 2010.
Mr von Sanden said that many buyers still want practicality but were questioning whether a SUV is what they really need.
“The time is now to go back to ‘what do I really need?'. I don’t need to compromise on design, shape, I get everything that I get from an SUV (in a wagon) – except of course the off-road ability’ – but that’s what only a very low percentage of our SUV buyers need, realistically,” he said.
“What they need is a very versatile car, for all their activities - leisure activities, family activities - and we can do all of that with a wagon as we can a SUV.” Mr von Sanden admitted that the SUV’s days were not quite over yet, with the take-up of 2WD passenger car-based wagons not experiencing an upward surge.
“It has been so far very low - it’s far below 10 per cent,” he conceded. “It has to do still with that image of wagons as a tradesman’s car. Certainly with the change in design philosophy with our designers turning wagons into real lifestyle cars, that will certainly change.” The new C-class wagon emulates the C-class sedan with its option of Avantgarde and Elegance trim lines that dispense with the Classic’s traditional Mercedes grille and three-pointed star on the bonnet for a more stylish grille and other features.
At the top of the C-class Estate wagon is a 6.2-litre V8 C63 AMG Estate, which will be on sale in September.
Mr von Sanden believes the introduction of the new C-class Estate will sow the seeds of change in buyer’s tastes.
“We get very positive feedback and good enquiry already for C-class wagon, so obviously in that smaller segment there is strong demand for these versatile cars, and our dealers are very optimistic in their outlook of the C-class wagon in the Australian market,” he said.
“I am sure that with the C-class wagon we will be able to get out of the 10 per cent mark, of total sales of C-class.
“The more people that get into those cars, the more acceptance there will be in the market. It always takes a number of cars on the road before they really make an impact, and people really accept it on a broader base.
“There was a fair bit of hostile comment in the press about SUVs in general – you know, ‘Do we need such big cars? Are they safe? The reversing problem’ – which certainly many, many manufacturers resolve today with reversing cameras.
“But I think there is a bit of a hostile feeling in society in general and whether that is justified or not doesn’t really matter. Perception is reality. Therefore I think some people today think twice, ‘Do I really need a SUV, and do I expose myself to potential criticism from neighbours, friends or the public?’ And if that happens, I think a wagon is the logical choice.” As for cannibalising sales from the SUV wagons also available in the Mercedes-Benz showroom, Mr von Sanden said: “For us it is about giving customers choice.” Mercedes-Benz SUVs have declined in year-to-date sales over the same period last year, with the total of GL-class and ML-class sales reaching just under 1000 units to the end of April last year.
This year, the total is 650 vehicles, the ML-class particularly hit hard with sales down 37 per cent. Mercedes-Benz expects to sell 300 C-class Estates to the end of this year, and 500 in 2009.
Read more:
M-class turns tenFirst look: Mercedes-Benz massages M-class
First Oz drive: New C Estate is one premium loader