Quote:
Originally Posted by Rob  There is nothing new about this 'strategy'. Mercedes have been trying to take on the 3 for two decades now -- this new C class is just another attempt. |
Not really.
The 190 series was a reaction to rising fuel prices and a demand in smaller cars as we just read. The BMW 3-Series had been around since the 1960s in this regard (starting with the 1500, 1600, and 2000 models
[Correct me if I am wrong BMW fans]). The magazines may have pitted the 190 and 3-Series against each other, but they far from competitors in the sense that they targeted different target markets. Your average 190 buyer was still a senior citizen who wanted something relaxing and comfortable. The 3er customer was younger, rebelious and enthusiastic about driving.
Fast forward to 1993 and the W202 C-Class debuts. Again, no comparison against the BMW 3-Series which dominates this car in sport, handling etc. The only place where the W202 C-Class shines was comfort and interior space.
The W203 C-Class again didn't target the 3-Series from the beginning. Only when the facelift came did the W203 C-Class become sportier and better handling and a more allrounded alternative to the 3-Series. It still wasn't a 3-Series rival at heart, because it stayed true to Mercedes values.
The W204 is the newest C-Class and we all know what's going on here. The car had to become sportier because this is something that is currently in fashion in this class with almost all buyers. In the case of Mercedes, it's a little different as you have both sports oriented and comfort oriented customers. Mercedes has to balance the C-Class for just that and I felt that the facelifted W203 C-Class did a superb job at that. Now imagine the W204...
Also, the Audi A4 and BMW 3-Series and of course the C-Class are all known as "grandpa cars" in Germany. The average age of the BMW 3-Series buyer is actually closer to the average age of the Mercedes C-Class buyer, 60 years+. Source: AMS.