Mercedes Benz India is on an all-out mission to reposition its brand and bring a greater number of younger customers into its fold.
Not only has the luxury car maker planned to launch a slew of new generation compact cars (NGCC) in India over the next few years, it has also roped in four young achievers — writer Chetan Bhagat, Bollywood actor-director Farhan Akhtar, cricketer Irfan Pathan and fashion designer Masaba Gupta to drive sales amongst GenNext.
The company today unveiled the concept A-Class at the 11th Auto Expo here that has so far only been shown at the Detroit and Shanghai Auto shows, and exemplifies MB's new design language. It is expected to be launched globally at the year-end and will be assembled in India sometime next year. Assembly of the B-Class, also on exhibit, is expected to begin earlier.
Mr Peter Honegg, MD and CEO, Mercedes Benz is candid when he says, “I am concerned that I am not on young people's shopping lists,” and adds that the forthcoming launches will prepare him for a “different crowd” without losing out on the company's inherent strengths of luxury, safety and comfort, and now sportiveness.
Earlier, MBI launched the SLS AMG Roadster (a Roadster is a convertible with a hard top) as well as the new M-Class at the Auto Expo. The latter is due to be produced at the company's Chakan plant in the first part of 2012.
Mr Honegg refused to be drawn into reacting to whether MBI is eyeing the No 1 slot in the Indian market, lost over a year ago to BMW. “Right now I don't have the ammunition to fight,” he replies.
Conceding that MBI had rested on its laurels, he feels that the company is now taking the right decisions and will be battle-ready in two to three years time.