Hypersonic

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.

As for creating a completely separate vehicle ....why not?, this is Mercedes-Benz we are talking about ...there's a new model every month.

Curb Zone

 

Just_me

Probably not. Today the three germans are so close in sport, comfort and luxury it comes down to small reasons which one you choose. The differences arent gigantic anymore.

cawimmer430

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.

Just_me

However, on the pressconference MB stated the new C-class have the best driving dynamics in the segment. MB focused a lot on the word "sport" on the pressconf.
I think its obvious MB are trying to steal buyers from BMW 3er who are looking for sport.

cawimmer430

Part of it is just marketing, to catch the attention of the consumer.

I do believe that the W204 C-Class has become sportier, it had to in order to "survive" in this segment. As I said, I can still see half or the vast majority of C-Class clientele being older buyers who still place more emphasis on comfort rather than sport. At the same time, there is a growing younger target market that is interested in the C-Class and the sporty aspect appeals to them.

Hypersonic

Chris ....doesn't this, in reality, show very clearly that these cars are targeting the same market?

I understand that the Merc has always had a more luxury/comfortable image than the 3er, but as you correctly said, even the 3er is bought by a conservative older market.

We can talk about brand values and image, etc.., but when it really comes down to the market realities, these cars are competitors.

In your first paragraph you say these cars are not competitors ....and yet the sales demographics would suggest they are. Traditionally, the BMW does appeal to younger buyers more than the Benz ....however, where the BMW wins out is it also sells well among Mercedes' older market demographic too.

cawimmer430

They are targeting the same market, that's no secret. The only differences are in the type of people they're targeting in this market. As you said, the laid back approach that Mercedes has traditionally taken with the C-Class is something that appeals to a certain segment within this segment. The same applies to the BMW 3-Series, Lexus IS, Audi A4, Cadillac CTS etc. There are people in this segment that are won over by something a specific car offers or stands for.


Reality also dictates that not all cars are bought by their intended target market. I believe that 2/3's of BMW 3-Series buyers in America are simply after the badge, or desire a 3-Series because it is currently "hip" or "in" to drive one. The same applies to other brands.


Well they are competitors, but like I mentioned above, the appeal to different buyers within this segment. There are buyers who are purists and for them, the BMW 3er or Infiniti G are the only choices because they come with a manual transmission. Then you have luxury buyers, people who either want something comfortable or the badge. The list of different people in this segment goes on, and they're usually best served with one of these cars. Something in these cars fullfills their needs.

Just_me

but I cant remember that BMW has stated they have the best comfort in the segment on a pressrelese or a pressconfernce [correct me if I'm wrong].

Merc1

I'm not sure I agree with this. When it comes to ride comfort Audi for example is still way behind Mercedes. I haven't read a review of the A8 (a stunning car otherwise) that doesn't complain about it having a choppy or harsh ride. You never see this about a S-Class. Overall you're right, the 3 Germans are closer than ever, but in some areas, in some capabilities there still exists some sizeable differences like in the example I just gave. Audis have never, ever been praised for their ride, in fact it has been just the opposite.

With this whole BMW and Mercedes 3-Series/C-Class issue I think MB will come close enough to the 3-Series standard without turning off their traditional buyers. We all know that any one of these companies could match and/or beat the other in what they do best, IF they really wanted to do so. Mercedes either doesn't see the point in slot-car handling at the expense of ride comfort and BMW doesn't see the point of a little more plush at the expense of handling. That is why these two have been able to co-exist so long. This does however present an age-old problem for Audi though, but that is another thread. They've had neither the sportiness of a BMW or the comfort of a Benz, which is their real issue. Audi fans will deny this till the end of time, but this has been the case until cars like the RS4 came along. Problem is their everyday cars still suffer from this.

The simple fact that Mercedes has never offered a stick shift in a AMG car, and doesn't offer one on the C350 this time around shows you how "serious" they are taking on BMW when it comes to what BMW does best. The correct terminology here is that MB is offering an "alternative" to the 3-Series, sporty, but less sporty than the 3, but more comfortable.

M

cawimmer430

I don't know about that. Fact is though that car companies have to market themselves more boldly than ever in the face of increasing competition. I guess BMW claiming comfort and MB claiming sport are part of the process.

Curb Zone