For luxury car producers, Mercedes Benz has been the conventional grande dame when it comes to design. The style was simple and intended at middle aged customers. However, an inclination towards sporty and more youthful style, which is fairly driven by the US executives, has been paying off.
Mercedes has changed design philosophy in mid-2008. In 2007, when the new generation C class made its debut, the change really began. The change continued with a new E class and E class coupe in 2009 and the sleek, two door SLS sports car in May.
The following summer, a modified CLS four door with coupe styling will be available. In the United States, the new cars have become extremely popular. In 2008, Mercedes loyalty was 52 percent as against 56 percent this year, as against German made car loyalty which was just over 51 percent in 2008 and a little less than 50 percent in 2010.
Mercedes is drawing attention of younger customers as well. The customer's average age has dropped to 51, from 54 three years ago. For years, a more aggressive style had been rated high on the wish list of Mercedes’ US executives. The vice president of marketing at Mercedes Benz USA said that they had long stressed that American buyers want sportier looking cars.
In addition, all new products now come to the United States for customer clinics. In the year 2007, with the wider, lower C class, the new design direction started. It is said that it has incredibly vibrant lines down to the road. The side demonstrates power around the wheels, and it has a car like outline.
56 percent of all C class sales have been taken over as against 51 percent for the previous generation. The introduction of a coupe version of the C class next year will be a strong step. The next generation C class, due in 2013, will stay on the same path, he said.
The re-modified E class was the next range of cars to get a style revamp. The four round eyes on the front end were replaced with square lights; this was said to a major alteration.
In years to come, every Mercedes Benz must be thought of as a brand member of the family. He stated that a number of Mercedes models will obtain an individualized look, which is excellent news for Mercedes’ US sales division. They now have a simpatico department that will get us what we like.