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