| Mercedes has long looked at the entire U.S. | | | | Published reports via automotive sites and |
| auto market as fair game, meaning it is not | | | | blogs are indicating that the car may not |
| just a place where it can sell luxury | | | | make it to the U.S. due to several concerns. |
| vehicles, but a place to market "low budget" | | | | These include: |
| vehicles too. Unknown to some American | | | | |
| motorists, the Mercedes name is much broader | | | | Cost factor. Mercedes lost plenty of money in |
| than simply being a luxury make. Like its | | | | 2005 and the company is doing all it can to |
| German rival, Volkswagen, Mercedes sells cars | | | | return to profitability as soon as possible. |
| in Europe that compete directly against the | | | | Preparing any car for the U.S. market takes |
| Golf as well as against the luxurious VW | | | | time and costs money; DaimlerChrysler is |
| Phaeton. Still, introducing a "budget Benz" | | | | loathe to expend money on a project that may |
| to America is a psychological hurdle that | | | | not be profitable at the start. |
| parent DaimlerChrysler is delaying making a | | | | |
| commitment to. Let's take a look at the | | | | Consumer perception. A very strong |
| proposed B Class and the reasons why the | | | | psychological aspect must be overcome first |
| model not make it to the U.S. anytime soon. | | | | and that is consumer perception. While the |
| | | | Mercedes name adorns a variety of vehicle |
| For starters, the proposed B Class is based | | | | levels in Europe the name is perceived as |
| upon Mercedes A Class line of cars. Okay, | | | | "pure luxury" in the U.S. Mercedes remembers |
| that tells you a lot! In short, the A Class | | | | Cadillac's attempt in the past to produce a |
| is a true line of compact cars that are | | | | budget Caddy [remember the Cimarron?] and how |
| popular in Europe. If you were to give | | | | those attempts failed miserably. |
| serious consideration to purchasing a | | | | |
| Volkswagen Golf you would consider the A | | | | BMW. BMW is also considering importing a |
| Class to be its logical competitor. A | | | | budget model, the "1 Series." Expect Mercedes |
| slightly larger model, the B Class, makes | | | | to get serious about the B Class if BMW |
| better use of engine placement and design to | | | | imports the 1 Series. |
| produce a car that isn't much larger than the | | | | |
| A Class on the outside, but is almost as | | | | Presently, only the sedan and wagon would be |
| roomy as the S Class is on the inside [when | | | | imported to the U.S. and any hatch versions |
| configured as a wagon]. | | | | would stay in Europe. With available diesel |
| | | | power, the B Class might thrive as customers |
| Beyond all of that, the B Class will be built | | | | gravitate to a car capable of cracking 40 |
| with Mercedes' electronic stability program | | | | miles to the gallon. Introducing the B Class |
| and come equipped with more standard features | | | | to the American market is a risky |
| of any car in its class. Basically, the B | | | | proposition, but what is there about selling |
| Class would be about the size of a Rabbit | | | | cars that isn't? |
| with all the typical Mercedes gadgets and | | | | |
| trim that Mercedes owners prefer. So, if the | | | | Copyright 2006 - Matt Keegan is The Auto |
| B Class were to sell in the U.S., most models | | | | Writer covering new cars, the classics, auto |
| would likely retail for around $25,000, which | | | | parts and accessories, insurance, and more. |
| is well above the price of a fully loaded | | | | Matt suggests you find great Benz Bin |
| Golf. | | | | Mercedes Parts for less by shopping online |
| | | | today. |