A year of records and awards for Mercedes-Benz

Sustainable growth across a wide range of models led to an impressive registration performance by Mercedes-Benz in 2007, according to figures released by SMMT.

82,321 new cars were registered in 2007 (up 1.5 per cent on 2006), being bettered only by 2003’s stellar performance. The result was all the more remarkable given the fact that the company’s most popular range – the C-Class Saloon – was in a model transition throughout the year.

In-depth analysis of the registration data shows some interesting market trends alongside some more familiar results. The most popular model on sale was the entry into the Mercedes-Benz line-up, the A 150 Hatchback. With registrations of 5526 units, 10.8 per cent up on 2006’s performance, the deceptively-spacious A-Class proved that, especially in Classic SE trim, its features are enduringly attractive.

Diesel surges ahead
Diesel engines accounted for 57 per cent of all Mercedes-Benz models registered in 2007 – up from 51 per cent the year before, and way ahead of just 22 per cent in 2000. M-Class was the biggest CDI-powered range, with 94 per cent of cars registered being ML 280 CDI, ML 320 CDI and ML 420 CDI models. Diesel accounted for 89 per cent of E-Class registrations too.

Most popular engines of all were the refined, economical 220 CDI units – fitted to 16,420 C-Class, CLK-Class and E-Class models. Second place in the engine stakes is the three-litre 320 CDI; with 14,485 motors taking to the road in the past 12 months.

The new C-Class Saloon – introduced in the summer and only available with a full complement of engines since Christmas – recorded an impressive 11,725 units.

S-Class takes 30 per cent of luxury saloon market
Bolstering this success at the top of the range, 2007 was also a record year for the S 320 CDI – 35 per cent up with 2569 new cars registered. In fact, the S 320 CDI was so successful it accounted for almost a quarter of all luxury saloons sold in the UK last year.

Four-door saloons were the most prolific bodystyle, with 37 per cent of all registrations, followed by estate (16 per cent), five door hatch (12 per cent) and two-door convertibles (10 per cent). And whilst 45.4 per cent of new cars last year were in varying shades of silver – the hallmark shades made famous by the Silver Arrows racers – black cars took 31.6 per cent of sales, an increase of 1.5 per cent over 2006.

“These figures show that rather than hanging all our hopes on one model, our success and growth is sustainable and consistent,” commented Dermot Kelly, Managing Director Mercedes-Benz Cars. “The figures also prove that green motoring doesn’t have to mean compromise by driving small cars. S-Class – the first car in the world to achieve an environmental certificate – had a remarkable 12 months, and the overall results show that our customers are buying intelligently and recognising that it is whole-life environmental performance that matters most.”

Mr Kelly concluded by saying: “When people buy a Mercedes-Benz they expect prestige, performance and safety as standard – of course. But we also offer the largest range of cars in the market, and we still have the only ranges that are officially recognised and rewarded as being ‘green’ by the TÜV organisation.”

Efficiency recognised by customers
Kevin West, National Sales Manager Mercedes-Benz Cars studied the figures in greater depth, adding: “Some interesting trends have been appearing over the past few years, with diesel power becoming more popular than ever. However, now we’ve got the full range of C-Class petrol engines available, the 180 KOMPRESSOR will make a come-back in 2008.

“Regardless of the engine under the bonnet, Mercedes-Benz models remain among the fuel consumption leaders in real-world driving conditions.”

Mr West added: “Last year brought some challenges for our sales teams across the country, with new models and variants of our most popular range appearing in the summer, but the results are testament to their efforts. Our thanks go to them - and of course, to our customers for taking advantage of the wealth of attractive offers available through our retailers.”

smart thinking by more people than ever
The new smart fortwo, an even funkier, cooler version of the iconic city car, launched in the summer to immediate and remarkable success with 2821 models registered – largely to new customers. Including the outgoing model, 4852 smart fortwos were registered in 2007, and all-time record and 34.7 per cent up on the year end figures of 2006.

Marc Palmer, Product Group Manager smart explained: “Even though the car is still physically tiny, the new fortwo made a massive impression with customers last year. The new range has a wealth of big car features as standard – but all wrapped in a cute, chic, safe and sophisticated package.

“The new fortwo makes affordable new car motoring a reality for lots of people, with finance available from just £99 per month*. Indeed, with smart there’s all the safety and reliability of a Mercedes-Benz product, but with a twist!”

C-Class Saloon scores a hat-trick of trophies
Despite only going on sale in June 2007, the new C-Class Saloon was a winner with the motoring press – and three titles officially lauded the range in their Car of The Year awards. The Sun, The Daily Star and Top Gear all praised C-Class.

Phil Lanning, Motors Editor at The Scottish Sun called C-Class his Executive Car of the Year, explaining: “This is the car that announced Mercedes are back to their best… it points to a bright future for Mercedes.”

George Fowler, Motoring Editor at The Daily Star, heralded the C-Class as Luxury Car of the Year: “When it comes to luxury, nobody does it better than Mercedes… and the new C-Class Saloon is a fine example.”

C-Class also won Executive Car of the Year in Top Gear magazine. Bill Thomas, Top Gear’s Associate Editor, wrote: “It’s a machine with many strengths: among them, a superb ride quality and low noise levels for its class…Congratulations, Mr Benz. More please.”

S-Class and Mercedes-Benz Safety triumph again with What Car?
Awards weren’t all reserved for new cars, though – the established and successful S-Class Saloon once again scooped the What Car? Best Luxury Car Award – the second time the new model has received the trophy. The previous generation S-Class won the same award for five consecutive years from 1999-2003.

Steve Fowler, What Car? Group Editor explained: “The S-Class continues to set the standard by which all other luxury cars are judged. Its peerless blend of quality, comfort and refinement have set the benchmark for other car makers to aspire to, and most are still some way off.”

Additionally, What Car? once again recognised Mercedes-Benz’s commitment to safety presenting the company with it second consecutive special Safety Award. A number of innovations taken for granted today were pioneered by Mercedes-Benz engineers: Crumple zones; the passenger safety cell; three-point seatbelts; airbags; anti-lock brakes; ESP® Electronic Stability Program.

Recently the company introduced PRE-SAFE® the anticipatory occupant protection system; BRAKE ASSIST PLUS, Nightview Assist infra-red night vision among a host of other features.

Recognising this perpetual commitment to world-class safety systems, Mr Fowler said: “While others just talk about advanced safety features, Mercedes-Benz offers them. Now. Whether it’s the cheapest A-Class or most expensive S-Class, you can be guaranteed of a safety package that’ll protect you and your family.”

306,698 people visit Mercedes-Benz World
Success in 2007 wasn’t just limited to new car registrations – Mercedes-Benz World at Brooklands beat its own visitor targets too, with well over 300,000 guests walking through its doors in its first 12 months. 30,904 people took part in a driving experience, and an astonishing 11,212 of them were children. They received a unique motoring education from the Stars Driving Club with highly-trained driving instructors, heightening awareness of safer driving amongst young people before they even take their driving test.

As well as visitor levels in the first 12 months, the conference and events facilities also exceeded expectations. Throughout the year, 28,750 conference delegates attended over 750 events at Mercedes-Benz World.

The influential JD Power customer satisfaction survey also awarded Mercedes-Benz as most improved brand in 2007, reflecting on a company-wide initiative to excel in customer service.

Exciting year ahead
Mercedes-Benz is not resting on its laurels, or reflecting on past glories – 2008 is set to be another exciting year, with a raft of new models and numerous finance offers available. March sees the introduction of the new C-Class Estate – already awarded a top five star rating by Euro NCAP; a new sports coupé CLC-Class arrives in the summer, as do revised versions of the perennially popular SLK-Class and SL-Class Roadsters.

Mercedes-Benz World has some exciting events planned, including the Brooklands “Double Twelve” Festival at the end of June; and Sir Elton John and his band are performing on two nights in July. The quest for further improvement in customer service continues apace too.

Dermot Kelly summed up: “These awards, results and events show that Mercedes-Benz continues to offer a wide range of attractive cars, festivals – and now concerts. We have a wealth of affordable offers available across the range, meaning more people than ever before can now consider a new Mercedes-Benz or smart.”