Mercedes brings strong lineup to Xi'an auto show

Mercedes-Benz executives and management at the Xi'an International Automotive Industry Exhibition. From left to right: Stefan Herbert, vice-president of smart operations at Mercedes-Benz (China) Ltd, Mao Jingbo, vice-president of marketing at Mercedes-Benz (China) Ltd, Bjorn Hauber, executive vice-president of sales and marketing at Mercedes-Benz (China) Ltd, and Liu Yunliang, vice-president of Mercedes-Benz (China) Ltd and head of region west.

Bjorn Hauber, executive vice-president of sales and marketing at Mercedes-Benz (China) Ltd, and Liu Yunliang, vice-president of Mercedes-Benz (China) Ltd and head of region west, inaugurate the establishment of the company's regional office for western operations.

The new smart 2012 on display at the ongoing Xi'an auto show. [Photos/China Daily]

As the first premium brand to attend the ongoing Xi'an International Automotive Industry Exhibition, German carmaker Mercedes-Benz has helped to enhance the prestige of the national-level auto show.

The company showcased a total of 26 models from its Mercedes-Benz, AMG and smart brands at the third annual Xi'an auto show, including the national launch of its new smart 2012.

In the first five months of 2012, Mercedes-Benz China delivered a total of nearly 88,000, a 13 percent year-on-year growth, said Bjorn Hauber, executive vice-president of Sales and Marketing at Mercedes-Benz (China) Ltd.

"With western China's economic development, many western cities, including Chengdu and Xi'an, have become the new driving force for the growth of China's auto industry," Hauber said.

Seeing and catching the potential, the company set up a western regional office, with headquarters in Chengdu, and appointed Liu Yunliang as the head.

"Xi'an, especially, has been a booming city market for Mercedes-Benz, and I believe the boom will continue for the next couple of years," added Hauber. "Thus, we hope to create more of a presence for the Mercedes brand and products in the active markets."

Smart cars are growing in popularity in Xi'an, which is an ancient city like Rome, smart's most successful market. With their refreshed exteriors and interiors exuding a uniquely stylish and sporty charm, the nine new smart models are perfect interpretations of the unique brand's characteristics in terms of high safety standards, agility, eco-friendly technology and trendy designs.

The new smart 2012 offers more options for smart fans, with market prices ranging from 115,000 yuan ($18,055) to 225,000 yuan.

Another highlight is the brand's first SUV model, which is set to be launched this year. The all-new ML - "Master of All Surfaces" - demonstrates a young, sporty and passionate brand image.

Between June 1 and June 30, customers who purchase the locally produced C-Class, the long-wheelbase E-Class, the all-new SLK or the R-Class will get to enjoy lower down payments, zero interest and flexible credit periods.

Smart 2012: Urban mobility

Today, China is the third-largest market worldwide for smart after Germany and Italy. For the first five months of this year, Mercedes sold 7,550 smart cars, a growth of 74 percent year on year and almost doubling sales figure for the whole year of 2010, according to the company.

"We are certainly right on track for another record year for this iconic brand," said Stefan Herbert, vice-president of smart Operations at Mercedes-Benz (China) Ltd.

"The enthusiasm that Chinese customers have for smart is attributable not only to its high safety standard, agility, eco-friendly technology and trendy designs but also to our unique branding initiatives, such as the engagement of basketball megastar Kobe Bryant as ambassador of smart's 'Big, in the City' campaign last year," he added.

Now, smart China is starting another new chapter of its development in China with the introduction of the brand-new smart 2012.

Appealing to urbanites with its stylish outlook and agility, the new smart 2012 answers drivers' calls for freedom in the busy and crowded city.

While looking more dynamic than ever, the new smart 2012 has maintained the compactness of its vehicle body, with a refreshing upgrade for smart for two.

The new smart offers seven optional exterior colors and includes matte black for the first time, replacing matte green. The smart BRABUS Xclusive is also being offered in a white exterior for the first time.

"So really, there is a smart for just about everyone," said Herbert.

Since it was born, smart has been a trendsetter committed to providing solutions for urban mobility. The new smart 2012 continues the innovative spirit of the smart brand, further enriching its product lineup in China.

Furthermore, in order for the brand's fans to experience unprecedented driving pleasure, a large-scale national smart road show will hit 40 cities in the country from mid-July through December this year.

Meanwhile, in celebration of its third-year anniversary in China and the success of previous partnership, smart is bringing a new surprise to fans pursuing individuality, style and innovation by announcing its cooperation with 360buy.com once again for the pre-sale of the new smart 2012 Launch Edition, limited at only 399 units.

All-New ML 350 4Matic

"The brand and products of Mercedes-Benz exert great fascination in that the 'graceful sportiness' that the brand possesses does not just stop at the surface, but also continues on the inside. Sporty elements are very much highlighted on the all new M-Class that you see now. With all these features, you will be able to have full control whether on or off the road and on any surface, just like how our brand ambassador Roger Federer masters the different tennis court surfaces." said Mao Jingbo, vice-president of marketing at Mercedes-Benz (China) Ltd.

For the all-new M-Class, the AMG sports package comes standard in the Chinese Market. Highlighting mobility and toughness, the sports package includes a unique feature that lets you choose between six different driving modes, off-road driving accessories, the airmatic adjustable-height air suspension system and the company's patented 4Matic all-wheel drive system. "We will further show our customers a 'sporty Mercedes' this year, through dynamic products, driving experiences and marketing platforms." said Mao.

Launched in China earlier this year, the all-new ML 350 4Matic made a striking appearance and impressed the audience with its exceptional off-road performance.

The third-generation M-Class has the essential qualities of the Mercedes-Benz SUV family that will enable it to lead the segment by offering a dynamic driving experience and extreme comfort.

In addition to the new smart 2012 and ML 350 4Matic, the company brought a fascinating lineup to the Xi'an auto show, including the S-Class, Long-wheelbase E-Class, SLK-Class, G-Class and GL-Class as well as several high-performance AMG models.

lifangfang@chinadaily.com.cn