Merc1

This year marks the 25th anniversary of the original Mercedes-Benz 190, a little car that led to some big changes, not only in Stuttgart , but across the entire automotive industry.

Whether or not to launch such a small car led to "an intense debate," recalls Juergen Hubbert, the former boss of the Teutonic brand, and a man known to many as "Dr. Mercedes." Back in the early 1980s, the definition of a luxury car was rigid and narrowly defined, perhaps best personified by the likes of the big Benz S-Class and slightly smaller E-Class. A compact? Verboten, argued the traditionalists. But in the wake of the second Mideast oil crisis, consumers were clamoring for something smaller and more fuel-efficient, and the radicals won.

It's easy to understand why there were so many folks inside Mercedes worried about the baby Benz. It was more than just a downsized S-Class - or perhaps less, if you prefer. On the most basic 190 models, there were cloth seats with mechanical adjusters and none of the electronic and mechanical niceties you normally associate with a Mercedes. Wood and leather yielded to inexpensive plastic. The exterior design was clunky and awkward, and the interior layout was unpleasantly inefficient, with virtually no leg room for back seat passengers.

Yet despite its drawbacks, the baby Benz proved an immediate hit with consumers around the world. It quickly demonstrated that size alone is not the measure of a luxury car. And at Mercedes, that led to a dramatic change in strategy. Back in the early '80s, you could count the marque's various models on one hand. Today, you'll run short of fingers and toes, with a range that includes the classic S- and E-; the 190's descendant, the C-Class; the SL, SLK and SLR; the CL and CLK; and, well, the list just keeps going.

Cont..........

Prices won't be announced until later this year, but we were told the goal was to maintain the numbers at current levels. If that proves accurate, expect a base C350 at around $40,000, and the C300 around $35,000 (a bit more than the current C280).

The original baby Benz was a real eye-opener in its day. The sedan didn't quite live up to luxury expectations, but it certainly stretched the design envelope and helped transform industry boundaries.

The new, fourth-generation C-Class is just about everything earlier buyers would have liked: it's stylish, swift and lavishly-equipped, even without all the option packages. While BMW still sets the benchmark for small and sporty, the new C- gives good chase, and it's hard to find anything more elegant in its class. Considering all the competition, it may be difficult for Mercedes to match the record sales numbers of 2001, but if any car can capture the heart, mind and pocketbook of entry-luxury buyers, the new C-Class is it.


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M

Hypersonic

This article is obviously written by a Benz fan (which is fine) but seriously ....would you really choose this car over a 3er?

Merc1

You read the whole thing already? I got distracted and had to come back to it. Yes the CarConnection does like Mercedes-Benz products.

M

Hypersonic

I read what you posted ...

I guess I should click the link huh

Mr. Mercedes

Pending a back to back test drive of both, I seriously would choose the new C over the 3. It's almost a certainty the C will whallop the 3-er in terms of refinement and comfort and I'm sure the interior quality will be superior (the 3er is certainly nothing to shout about in this department). The 3-er may be the world class athlete of the class, but this new C will be the outstanding all rounder.... ...Untill the new A4 comes along and whips them both.

Hypersonic

Sure MM, it is most likely more refined and better built etc. etc.

...but the one problem it has is its image .....this is a geriatrics's shopping cart -- you see a lot of C classes on pension day.

Mr. Mercedes

I think the new avantgarde will S L O W L Y shift the image. The character difference between the avant. and elegance seems quite significant. That said with BMW and AUDI both targeting basically the same market, it wouldn't have made sense for Mercedes to have gone all out to match those two while alienating their traditional customer base.

Hypersonic

...Come on MM, you and I both know that Mercedes is desperate to take on BMW/Audi's market .....they can't stand their rivals beating them in this extremely lucrative market segment.

Mr. Mercedes

I think your interpretation of the market segment differs to mine. I'm talking in terms of age of the buyer, not vehicle size. It sure is a lucrative market segment, but consists of buyers form 20-70+. As you previously stated, the Mercedes C-class typically appeals to an older (45+) demographic whereas the A4 and 3-er would on average appeal to a buyer at least 10 years younger. Mercedes new strategy allows them to go for this younger buyer (Avantgarde), without losing the qualities that appeal to their traditional customer base (Classic & Elegance). Short of creating a completely separate vehicle, this is the best compromise of all 3. Mercedes is definitely trying very hard to capture as much of this market as they can.

Also remember the TRUE dynamics package for the C is not yet available (a major marketing mistake I believe, but perhaps will tie in nicely with the launch of the upgraded/new engines) and will further narrow the close dynamic gap between the 3-er and C.

Merc1

Yeah I can only hope that waiting for the new engines is the reasoning behind keeping the real sporty suspension setup back from the launch. I almost feel they should have waited another year and lauched the car worldwide with the new engines and the best suspensions possible. Hell the current C has been taking a beating for the last 18 months, another 12 wouldn't have made a difference!

M