S-Class market launch: New Mercedes-Benz S-Class is introduced in all key markets

The new Mercedes-Benz S-Class is now available in all key markets. Following its launch in Europe at the end of July and in China at the end of September, it is also available at dealers in the USA since this week. This means that Mercedes-Benz has introduced its flagship model into the top three S-Class markets in less than twelve weeks, making the S-Class launch the fastest ever in the company's history.

This almost simultaneous launch in all key markets was only possible because production of the luxury saloon started up in record time at Mercedes-Benz's main plant in Sindelfingen. All S-Class vehicles for global distribution are rolling off the production line in Sindelfingen in a two-shift operation. So far, more than 30,000 customers have ordered the luxury sedan.

"Since its launch three month ago, the new S-Class has already jumped back into the lead in terms of new vehicle registrations in Germany and its neighbouring European countries, seamlessly building on the success of its predecessor," says Ola K�llenius, Member of the Divisional Board Mercedes-Benz Cars responsible for Marketing & Sales. "Our customers around the world are raving about the cutting-edge design, the exemplary efficiency and the groundbreaking safety systems of the new S-Class."

For customers and automotive experts alike, the S-Class has long been the yardstick for advanced engineering and luxury driving. The innovative safety systems featured in the new S-Class include the DISTRONIC PLUS with Steer Assist and Stop & Go Pilot, which help the driver to stay in lane and even enable the car to drive itself in a traffic jam with only minimal intervention. The sensors of the MAGIC BODY CONTROL are another highlight: They make the new S-Class the first vehicle worldwide that is able to detect surface undulations in the road ahead and prime the suspension accordingly � offering an unparalleled level of driving comfort.

The new S-Class achieves fuel-consumption figures that were unimaginable in the mid-range series only a few years ago. Mercedes-Benz's new flagship model uses around 20 percent less fuel than its predecessor, making it the most economical sedan in the luxury segment.

In 2012, Mercedes-Benz delivered over 65,000 vehicles of the S-Class. After China, the USA is the second-largest market for the S-Class. Last year, more than two thirds of all luxury sedans sold worldwide went to customers in these two countries. A feature of vehicles sold there is the extended wheelbase: The vehicles of the S-Class in China and the USA are 20 centimetres longer.

In the mid-1950s, the 220 model laid the foundation for the S-Class series. Since this time, Mercedes-Benz has delivered over 3.5 million S-Class vehicles to customers all over the world. The preceding generation alone sold over half a million units.

The launch of the new S-Class extends the Mercedes-Benz model range in the luxury segment to a total of six variants: There will now be three new models in addition to the short wheelbase and extended wheelbase variants and the S-Class coup�. To achieve this, Daimler is investing heavily in the Mercedes-Benz plant in Sindelfingen. Between 2011 and 2014, around �350 million is being pumped into the S-Class bodyshell, around �130 million into the vehicle press shop and around �70 million into assembly. This year alone, investment in the Sindelfingen plant is set to total around �1 billion.

Credits: Daimler AG

Copyright � 2013, Mercedes-Benz-Blog. All rights reserved.

From 20th July 2013 at dealers: The new Mercedes-Benz S-Class makes its appearance

With its three development priorities of "Intelligent Drive", "Efficient Technology" and "Essence of Luxury", the new S-Class is broadening technical horizons at many levels. As was the case with each previous generation, customers expect the new S-Class to set standards in every respect � and to earn for itself once again the accolade of "The best car in the world". From 20th July, customers will be able to experience the new S-Class 'live' at their local Mercedes-Benz dealership.

"The S-Class is the technological spearhead not only of Mercedes-Benz but of automotive development per se. And has been for decades. This is why the S-Class is also the world's best-selling luxury vehicle", emphasised Dr Joachim Schmidt, Member of the Board of Management of Mercedes-Benz Cars responsible for Sales and Marketing. "Even before the official market launch we have received 20,000 orders. With this enormous interest in the car I am certain that the success of the S-Class will continue."

The new S-Class has already been the recipient of several awards in the Automotive Brand Contest 2013: both the exterior and the interior design were given the accolade "Best of Best". The Automotive Brand Contest is organised by the well-known "Rat f�r Formgebung" (Design Council).

Perfection to the last detail: new ideas, painstakingly implemented

Perfection down to the last detail creates "The Essence of Luxury". These efforts to achieve the very best possible can be seen, for example, in the vehicle interior: Whether the seats or the air conditioning, whether operation or design, whether infotainment or rear-seat comfort and safety � new ideas, their painstaking realisation and the very highest perceived quality underline the expectations of the engineers for the Mercedes-Benz flagship model � and for themselves.

The same applies to safety: what began with PRE-SAFE� ten years ago and continued with DISTRONIC PLUS is now leading to a new dimension in driving. Comfort and safety have blended into one. Mercedes-Benz calls this "Intelligent Drive". A large number of new systems make the new S-Class even more comfortable and safe.

The efficiency with which the S-Class drives sounds almost utopian: by implementing "Efficient Technology" Mercedes-Benz has for example, within the space of ten years, almost halved fuel consumption in the 150 kW output category to 4.4 litres per 100 kilometres. The drag coefficient of the S-Class improves on its predecessor once again, setting the new benchmark in its segment at Cd = 0.24. Thanks to further detailed aerodynamic improvements, the S 300 BlueTEC HYBRID will even better these figures and achieve a new best at Cd = 0.23. The new model is also the first car worldwide to dispense completely with light-bulbs, for example � it only has LEDs. This too points the way to the future.

The drive system: class-leading efficiency in every output category

In its first year the new S-Class line-up features two hybrid versions, one petrol model and a diesel variant: S 400 HYBRID, S 500, S 350 BlueTEC and S 300 BlueTEC HYBRID. All models boast class-leading efficiency and up to 20 percent lower fuel consumption than the outgoing model series. All the engines already meet the requirements of the Euro 6 emissions standard. In addition to this, the S 400 HYBRID and S 350 BlueTEC meet the strict criteria of efficiency class A, while the S 300 BlueTEC HYBRID even has an A+ rating.

"The new S-Class achieves consumption and emissions figures that only a few years ago would have seemed utopian even in the intermediate class", says Professor Thomas Weber, Member of the Daimler Board of Management responsible for Group Research and Head of Mercedes-Benz Cars Development. "And this is just the start of our 'Green Leadership' initiative: soon to be followed by the S 500 Plug-In HYBRID � the first S-Class with fuel consumption lower than four litres per 100 kilometres." The S-Class line-up therefore for the first time now includes the full range from petrol and diesel models to petrol, diesel and plug-in hybrids.

Model data at a glance:

The concept: the best of two worlds

For the first time in the history of the S-Class, the development focus was on the long-wheelbase saloon. In a change from the previous approach, the version with a standard wheelbase was derived from this. This strategy takes account of the fact that the S-Class's clear positioning as a prestige saloon does not only apply in the overseas markets such as the USA, China or Japan. Whereas in Europe and North America, owners of an S-Class are frequently behind the wheel themselves, in Asia the flagship in our passenger car portfolio is very clearly a chauffeur-driven car. The logical consequence of this is a whole range of new features to enhance comfort and safety in the rear of the vehicle � in the S-Class, passengers seated in the rear are very definitely sitting in the best seats just as much as those in the front.

Prices at a glance, incl. 19% VAT:

Over 3.5 million customers and numerous awards

Over 500,000 models from the last S-Class model series have been delivered to customers around the world since its launch in September 2005, meaning that this S-Class sold even better than the previous generation. Since the launch of the 220 model that laid the foundations for the S-Class model series, Mercedes-Benz has delivered more than 3.5 million of these vehicles to customers all around the world.

The most important innovations at a glance

Assistance systems

- DISTRONIC PLUS with STEER CONTROL and Stop & Go Pilot

- BAS PLUS with Cross-Traffic Assist

- Adaptive Highbeam Assist Plus

- Night View Assist Plus

- Active Lane Keeping Assist

- 360� camera

- Active Parking Assist with PARKTRONIC

- PRE-SAFE� PLUS for protection in the event of a rear end collision

- PRE-SAFE� Brake with pedestrian detection and urban braking function
Safety

- Belt buckle extender (active belt buckle)

- Adaptive airbag configuration (Active Vent)

- Beltbag for outer rear seats

- PRE-SAFE� impulse

Sound

- Frontbass

- Burmester� High-End 3D Surround Sound system

Chassis and suspension

- Magic Body Control

- AIRMATIC with variable damper control

Drive system

- Hybrid for diesel engines

Telematics

- COMAND Online (NTG 5)

- Individual Entertainment in the rear

- Mercedes-Benz COMAND control app for the iPhone�

Boot

- HANDS-FREE ACCESS

Seating comfort

- First-Class rear suite (including thermo-cupholders)

- EASY ADJUST luxury head restraint (folding and removable on the front passenger side)

- Luxury head restraint

- Executive seat on front passenger side with leg rest

- ENERGIZING massage function

- Seat climatisation / reversible seat cooling

- Chauffeur position for front passenger seat

Climatic comfort

- Perfuming

- Ionisation

- Armrest heating (Panel Heating)

- Pre-climatisation for hybrids

Light and Sight

- First car to use only LEDs for lighting

- MAGIC VISION CONTROL

- Ambience lighting (extended choice of seven colours)

Credits: Daimler AG

Copyright � 2013, Mercedes-Benz-Blog. All rights reserved.

360-degree campaign to promote the launch of the new flagship: S-Class on all channels

Mercedes-Benz is supporting the market launch of its new flagship with an extensive campaign covering all relevant communication channels. Under the banner "The new S-Class. Vision accomplished.", the saloon is to be presented as the global benchmark for luxury motoring. In this way, the campaign will focus in a self-assured, confident manner on what the S-Class embodies as an icon of mobility: moving forward is about thinking on your feet and venturing down new avenues. The worldwide 360-degree campaign will centre on print advertisements, a TV spot, an interactive web special and extensive social media activities. The Mercedes-Benz Museum will be supporting the campaign with an exclusive special exhibition dedicated to the history of the S-Class. The new key visual highlighting Mercedes-Benz's global involvement in the fashion world featured the S-Class alongside Chinese top model Sui He.

"The new S-Class embodies our leadership aspirations like no other model. It marks the beginning of a new era of modern luxury and safety in cars", observes Dr Joachim Schmidt, Member of the Management Board of Mercedes-Benz Cars, Sales & Marketing.

Self-assured and progressive in character, the campaign focuses on the unique image of the new S-Class and the numerous innovations it embodies. The Saloon is showcased in an early-morning setting, in which it is gently caressed by the first rays of the rising sun. The look underscores the dawning of a new automotive age while at the same time emphasising the vehicle's highly dynamic design in a sparse urban scenario. The four print motifs have been appearing in newspapers, magazines and national dailies since the end of June. On TV, the S-Class will be presented as the best car in the world. The numerous innovative comfort and safety features, which will provide an all-new driving experience, will be at the heart of the "Visions" spot, which will be shown throughout Germany from July (http://youtu.be/K99Sg6IXkP0).


Extensive social media activities

Mercedes-Benz had already successfully laid the foundations for the new campaign with a wide range of social media activities timed to coincide with the world premiere of the S-Class in May 2013. The teaser communication included design sketches and vehicle photos, followed by a live stream of the world premiere in Hamburg with wide-ranging reporting on Facebook and www.mercedes-benz.com. On its international Facebook page alone, Mercedes-Benz gained more than 18 million contacts, testimony to the enormous interest the social community shows in the new S-Class.

Interactive web special to bring the new S-Class to life

The interactive web special brings selected highlights of the new luxury saloon to life at www.mercedes-benz.com/s-class. These include the ENERGIZING massage function based on the hot stone principle, the PRE-SAFE� impulse assistance system, which reduces the risk of injury in a head-on collision, MAGIC BODY CONTROL, the world's first suspension with "eyes", and the internet-based and therefore particularly up-to-date Live Traffic Information service. Visitors to the web special can download their "Management Summary" of the S-Class highlights in pdf format. The web special will be available as a desktop, tablet and smartphone version.

Communication on all channels around the globe

The classic advertising measures are to be supported by comprehensive CRM and retail marketing activities, for example, with the emphasis on directly targeting customers. Dealers will receive an extensive toolbox that will allow them to design and execute exclusive VIP customer events, which showcase the S-Class in an extraordinary setting in an elegant, timeless and emotional way. A special "Innovations" section has been integrated into the sales literature in order to highlight the numerous new technologies to best effect.

In view of the S-Class's history as a technological trailblazer of automotive development, Mercedes-Benz Classic will be supporting the campaign with numerous activities. A brochure relates the luxury saloon's history covering all the model series to date, for example, while a 2014 Classic calendar presents impressive motifs from various eras. A special exhibition at the Mercedes-Benz Museum in Stuttgart from 18 June until 3 November 2013 will also pay tribute to the unique phenomenon of the S-Class. Numerous exhibits and accompanying information will present the S-Class family from the beginning of the 20th century to the present day.

The S-Class is also integrated into the sponsorship activities. It featured in the appearance by Mercedes-Benz and Mercedes-AMG at this year's Cannes film festival, for example, and is currently starring alongside Chinese top model Sui He in the new key visual promoting Mercedes-Benz's worldwide involvement in the fashion world. Under the creative direction of Carine Roitfeld, the former editor-in-chief of French VOGUE magazine, and art director Stephen Gan, among other things co-founder of the New York V Magazine, photographers Max von Gumppenberg and Patrick Bienert have created a visual motif with a beguiling, dynamic allure. An optical illusion illustrates a delightful interaction between car and model, with the viewer gaining the impression that Sui He is holding the S-Class tenderly on her hand, blowing it a kiss.

Mercedes-Benz's creative agency Jung von Matt is responsible for designing and realising the marketing campaign. The web special has been produced by online agency Scholz & Volkmer. The new Mercedes-Benz S-Class will be available from dealers in Europe from 20 July 2013.

Credits: Daimler AG

Copyright � 2013, Mercedes-Benz-Blog. All rights reserved.