Facelift W212 UK Pricing

[bob6600]

Whilst I understand that the sales figures for the large petrol engines may be poor, offering them for sale wasn't going to cost them was it? As others have said, if they are being produced for other markets, they can offer a RHD version here. I'm sure they are built to order and it's not like they mass produce them and will have a car park full of stock they cant shift

 

[st4]

Whilst I understand that the sales figures for the large petrol engines may be poor, offering them for sale wasn't going to cost them was it? As others have said, if they are being produced for other markets, they can offer a RHD version here. I'm sure they are built to order and it's not like they mass produce them and will have a car park full of stock they cant shift

Type approval, harder to sell on used as a lot come on agility, so a liability for the vendor too as MB really own the vast majority of new cars they sell, so want to minimise their exposure to adverse depreciation, all of which elegance, 6pot petrols, beige interiors etc are more likely to suffer

 

[Simon_M]

Type approval, harder to sell on used as a lot come on agility, so a liability for the vendor too as MB really own the vast majority of new cars they sell, so want to minimise their exposure to adverse depreciation, all of which elegance, 6pot petrols, beige interiors etc are more likely to suffer

Not sure I really agree with that, MB/Agility factor in the poor residuals of bigger models so MB are covered. There primary goal at present is sales volume.

 

[st4]

Not sure I really agree with that, MB/Agility factor in the poor residuals of bigger models so MB are covered. There primary goal at present is sales volume.

And cheaper payments sell more cars...

 

[Dryce]

Type approval, harder to sell on used as a lot come on agility, so a liability for the vendor too as MB really own the vast majority of new cars they sell, so want to minimise their exposure to adverse depreciation, all of which elegance, 6pot petrols, beige interiors etc are more likely to suffer

I suspect that some of the decisions being in the UK made are down to image and brand positioning.

It doesn't really make much difference to MB if they sell car X with a 'sport pack' or some sort of 'comfort pack' as long as the margins are held. However I suspect that the marketeers are much more into the 'sport' or AMG side of things because it's easier to define the battlefield with Audi and BMW based on what they are doing rather than defining a different path.

If you try and buy a modern premium car from BMW or MB then the wheel choices are focused on larger rims not smaller rims and the packaging of better seats and trim tends to be in the sport (AMG or MSport versions). Judging by the used car lists the majority of cars sold in some of these sectors are 'Sport', 'AMG' or 'MSport'. That's as much down to the packaging of the options as the actual desire for a sportier car. And once these cars are out there eventually being resold they define the used market as well.

Premium car market is driven as much by image as substance.

 

[st4]

People want to see them selves young and youthful not old and decrepit, so it's easier to flog sports on than elegance type of trims.

I enjoy rural roads and no stranger to swift progress all of which MBs new direction greatly pleased me.

 

[st13phil]

I suspect that some of the decisions being in the UK made are down to image and brand positioning.

<<snip>>

Premium car market is driven as much by image as substance.

Much truth in both those statements, imo.

I can understand the cost arguments regarding different engine availability if crash testing is required of both LHD and RHD variants (not sure if that's always the case - where's Mr E when you want him?), so whether we as consumers like it or not, low sales volumes of particular engine variants sound their death knell in the UK's RHD market.

However, when we turn to trim and colours it's a different matter. MB's manufacturing model is one that is already built around mix and match options and that mix and match capability is still present in other markets, so there's no manufacturing cost argument against having the options available in the UK. The non availability of trim and colour options for the UK market is therefore a purely arbitrary decision made by MB UK and nothing to do with profitability.

Part of being a premium brand automotive manufacturer is offering the customer base the ability to personalise the product in a way that's not possible with some other brands. Removing that choice from the customer eliminates a key differentiator and is a strange strategy in my view.

 

[Dryce]

I enjoy rural roads and no stranger to swift progress

Ditto.

But I'm happy to do it in some comfort and greater refinement on smaller rims and softer suspension.

It becomes self fulfilling to many people that somehow a harder suspension and larger rims will make them go faster.

And unlike those of us blessed with living in more open parts of the country these vehicles will end up doing most of their mileage around town and on motorways.

The marketplace is just mad.

 

[grober]

Much truth in both those statements, imo.

I can understand the cost arguments regarding different engine availability if crash testing is required of both LHD and RHD variants (not sure if that's always the case - where's Mr E when you want him?), so whether we as consumers like it or not, low sales volumes of particular engine variants sound their death knell in the UK's RHD market.

However, when we turn to trim and colours it's a different matter. MB's manufacturing model is one that is already built around mix and match options and that mix and match capability is still present in other markets, so there's no manufacturing cost argument against having the options available in the UK. The non availability of trim and colour options for the UK market is therefore a purely arbitrary decision made by MB UK and nothing to do with profitability.

Part of being a premium brand automotive manufacturer is offering the customer base the ability to personalise the product in a way that's not possible with some other brands. Removing that choice from the customer eliminates a key differentiator and is a strange strategy in my view.

THIS MAY HELP?

What is EC Whole Vehicle Type Approval [ ECWVTA] is a system allowing a vehicle design to be "type approved" for sale, registration and entry into service across all member states in the EU without the need for further testing in each country. This will result in the creation of a single market by ensuring common vehicle standards.

ECWVTA Commonly asked questions

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"There are type approval costs/dealer tech training//parts stocking and brochure printing associated with every engine choice. Why pay them if you dont sell any?"


And in reply to redbarons enquiry about the extra costs of tech training and parts stocking for v6 and v8 petrol engines these engines are found and presumably supported in the Mercedes S Class range anyway. So where's the extra cost ?

 

[Paddcomp]

Sorry to go off topic, if the topic is moaning about MB UK.

Anyone know when leasing companies will start pricing the new E class models. I've been looking on Car leasing | Contract hire | Van leasing and they're all the old models.

 

[gIzzE]

Mercedes have started.

E220cdi saloon SE for £319 a month on a 6x35
E220cdi estate SE for £329 a month on a 6x35

They really are trying to grab some market share there, and they will as well.
My old man was at the NEC over the last few days, MODA, clothing and footwear show and lost of the guys were talking about the new Merc, all positive, many were talking about leaving BMW and Audi for the first time.

So, although many on here think they are loosing the plot, let's see shall we.


I for one think the new E Class looks so much more modern and now in line with the rest of the range, a proper update to bring it into this era.

 

[st4]

I'm not sold on the looks gIzze...but the press etc are in line with your way of thought and those lease prices are cheap to get punters into the show room and signed on the dotted

 

[grober]

Mercedes have started.

E220cdi saloon SE for £319 a month on a 6x35
E220cdi estate SE for £329 a month on a 6x35

They really are trying to grab some market share there, and they will as well.
My old man was at the NEC over the last few days, MODA, clothing and footwear show and lost of the guys were talking about the new Merc, all positive, many were talking about leaving BMW and Audi for the first time.

So, although many on here think they are loosing the plot, let's see shall we.


I for one think the new E Class looks so much more modern and now in line with the rest of the range, a proper update to bring it into this era.

You may well be correct only time will tell. My concern is with brand dilution. If you were to tell people ten years ago that in the year 2013 Mercedes in the UK would only market the majority of their main executive model with a rough 4 diesel engine shared with their commercial panel vans they would have looked at you with disbelief.

 

[wemorgan]

10 years ago fuel was <£1/L. 10 years from now it's likely to be >£2/L.
MB and other OEM are moving where the demand is.

Brand dilution is naming all the Sport trim AMG Sport. I'm bored of hearing people in the pub saying that they drive a AMG, when they're doing no such thing. But when AMG Sport costs only an extra £10/month who can blame anyone ticking that box.

ps. I really like the facelift E-class

 

[gIzzE]

But the buying public want everything cheap, and to offer these cars at prices people are prepared to pay (got to match the competition) you have to go massmarket.

If you spec. and E500 up on the German site, adding basic options..

Elegance pack
Leather
Comand
phone
Intelligent light system
Media interface
heated seats

It comes to €89,196.45, which is £78,000.

Would that car sell for £78,000 over here?


In Germany an E220cdi estate specced to our UK SE spec is €58,000, which is a smidge over £50,000.


Mercedes UK have set the product line up so margins are as tight as possible, to make sure that Mercedes UK is still here in the next few years.

If you want a RHD E500 you could order from Germany, nothing stopping you, just be prepared to loose the massive subsidies that Mercedes UK are offering on their metal.


Would you honestly order an E500 for £75,000??

I would say it is cheap ass customers like you and me who are diluting the Mercedes brand, not Mercedes UK.

 

[grober]

A definition [not mine ]
Brand dilution

Brand dilution is the weakening of a brand though its overuse. This frequently happens as a result of ill-judged brand extension. Price cutting that increases volumes but moves a brand down-market can be similarly damage a brand.
Brand dilution is an ever present risk for companies that rely on a strong brand for high margins. A company that owns a strong brand obviously wants to leverage it to sell as much as possible, but the very strategies used to purse this end often also bring the danger of brand dilution.

 

[gIzzE]

Is that a yes or a no?

 

[C240Sport97]

In Germany an E220cdi estate specced to our UK SE spec is €58,000, which is a smidge over £50,000.

it's great that the UK has become one of the cheapest places in the EU for cars, from being one of the most expensive .. thanks mostly to the devaluation of £

 

[gIzzE]

it's great that the UK has become one of the cheapest places in the EU for cars, from being one of the most expensive .. thanks mostly to the devaluation of £

Surely that is the other way round?

When it was €1.45 to the pound cars in Europe looked a lot cheaper than when it is €1.20 to the pound?

 

[grober]

Is that a yes or a no?

To what?

If you are asking would I buy a E500 E class Elegance if it were available NO ---Wouldn't fit in the driveway/garage and don't need a car that big. Would I have bought say a M276 300 V6 version of my present car had it been available YES.