In May 2012, Mercedes-Benz’s new Rs 56.9 lakh M-Class was launched. Alongside, the M-Class AMG was launched as a 100 unit limited edition offering. While the latter was noticeably more pricey, pre-bookings prior to the launch ensured that the vehicles were essentially sold out even before launch. Mercedes Benz may have bought in the 3rd generation pre-booked Mercedes Benz M Class AMG only in May but the pre-bookings ensured that sales for the M Class in India now stand at three times as compared to the last year.
Mercedes Benz this year brought the third generation M Class (Non AMG Variant) to India for a price tag of Rs.56.9 lakhs (ex showroom New Delhi) that was marked 15% lower than the outgoing model. This is primarily because of CKD assembly in India. At the time of launch, the 3rd generation pre-booked Mercedes Benz M Class AMG was introduced at a price of Rs 66 lakhs. The vehicles are now sold at a cost of over Rs 68 lakhs.
Alongside, the month of June 2012 sees Mercedes Benz India report sales growth of 10% despite a market slowdown owing to fuel cost uncertainties. However, such limitations do not impact luxury cars as much as it does entry level passenger cars. Company sales in an upward swing would find major emphasis being laid on the new 2012 Mercedes Benz M Class SUV sales.
The vehicle with its new design, and loaded features is appealing to a special class of customers who value power and luxury. Since Mercedes Benz reports M Class sales figures at 175 in the first month of launch, the remainder 75 units account for the third generation M Class (Non AMG Variant) priced at Rs 56.9 lakhs. At the moment, Mercedes Benz India with over 71 touch points across 31 cities.
News release: New M-Class Drives growth for Mercedes-Benz India in June
The third generation M-Class launched in May 2012 has already sold more than 3 times compared to last year
The Company has grown by 10% in the month of June amidst impending slowdown and rising fuel costs.
Mercedes-Benz India maintained its strong growth trajectory in India, with 10% growth In June. The key growth driver for the period goes to the powerful, agile and luxurious new third generation M-Class, sporting the Mercedes-Benz new design language reiterating the philosophy of ‘Best or Nothing’.
Mr. Debashis Mitra, Director Sales & Marketing, Mercedes-Benz India explains: “We are proud that the first 100 units of New M Class (Edition 1) costing over Rs 68 lakhs were sold within few days of the launch! We have sold 175 units of M-Class in the first month proving that our strategy to offer products loaded with features is well accepted by our customers & they are willing to pay a price for the same. He further added that “In falling market, only new product launches lift sentiments. While our strategy of “Go to customer” by tapping them in tier II markets is paying off, our brand initiatives with AMG driving academy & STARDRIVE is delivering results over a period of time”.
The SUV market is growing at a rapid pace and our portfolio of SUVs has seen a rise of 41% compared to last year.
Mercedes-Benz’s strategy for the Indian market has been to continue offering high value cars to the discerning customers, delivering the best value to the customer while simultaneously ensuring sustained world class products, after sales and vehicle ownership experience. At present Mercedes-Benz is the only luxury car manufacturer with 71 touchpoints in 31 cities.