B-Class Product Planning Could Benefit from US Sales
Canadian Auto Press
The appropriately named B-Class, which fits neatly under the C-Class in the B-segment within just about every market outside of the US, appears to be going stateside when the upgraded next-generation model arrives.
2010 Mercedes-Benz B-Class
Let’s face it. In Canada, at least, the B200 and B200 Turbo are a big reason why Mercedes-Benz enjoys such strong sales. The compact model not only allows aspiring three-pointed star devotees to buy into the luxury brand, but also gives them a high-quality small car that’s as practical as it is well appointed in top-tier trim.
Yesterday Automotive News (AN) reported that the German automaker would offer a compact car and a “small SUV” (could it mean crossover?) south of the 49th soon. The next B-Class will be introduced to Europeans in 2011, and being that it’s already designed for the Canadian market it’s a no-brainer for the now harmonized US market as well.
Here in Canada the B200 represents the port of entry into Mercedes-Benz exclusivity, as well as the most fuel-friendly of the two compact models. The B200 Turbo offers a sporting edge, with much more power as well as a firmer suspension and larger wheels and tires, just for starters. A larger US market might mean that additional models could be added that wouldn’t otherwise be cost effective for the Canadian division to import alone, so send out positive vibes for a new clean diesel alternative to the gasoline powerplants available now, or even an electric or hydrogen fuel cell B. Why such speculation on unconventional power? The AN report states that a fossil fuel alternative may be offered.
In Europe and other world markets, Canada included in this case, the B-Class represents a new ideal, a new way of thinking about luxury. Now luxury and premium status don’t have to mean large and gluttonous, but rather Mercedes includes many of the same top-level features as available in its larger cars within a more fuel-efficient, cleaner and greener package.
The US market has made do with the C-Class as its entry-level model for decades, and while the slightly larger than compact sedan has served the first-time M-B buyer well, higher fuel prices, dependence on foreign oil and environmental concerns are causing many American luxury buyers to rethink their purchases.
But will they rethink to the point of a compact five-door hatchback with a big, fat three-pointed star on the grille and blue and silver Mercedes-Benz emblem on its hood? Depending on the market it’s being sold into and individual economic motivation, we’re still at a crossroads.
“The behavior of Americans depends on fuel prices,” said Joachim Schmidt, sales and marketing chief at MB. “Nevertheless, we see a trend also toward fuel-efficient cars.”
