Mercedes-Benz offers opulence at 'Premiere Night'

09:40, April 23, 2010      

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With Auto China 2010 set to kick off today, all automakers will be seeking to grab headlines with their groundbreaking unveilings.

New generation Maybach makes its global debut at the Mercedes-Benz 'Premiere Night' ahead of Auto China 2010.

Auto giant Mercedes-Benz raced for an early start as the automaker provided a sneak preview of some of its latest models at an exclusive "Premiere Night" event held last evening amid the opulent atmosphere of Ch'ien Men 23, which transformed one of Beijing's ultimate lifestyle compounds into an exclusive stage.

At the event, guests were treated to the world premiere of the new generation Maybach, taking one of the world's most distinguished car brands to an even higher level - a global debut fittingly accompanied by an equally glamorous performance by renowned pop star Leona Lewis.

Additionally, Mercedes-Benz revealed the future of its striking design language with the Concept Shooting Break, previewed the highly desirable SLS AMG prior to its Asia premiere at Auto China, and displayed the carbon dioxide champion of the luxury class with the S 400 Hybrid - all of which demonstrated Mercedes-Benz's renowned leadership in the finest in luxury.

The Concept Shooting Break highlights Mercedes-Benz's vision for the future of advanced design.

Luxury and leadership are two terms that have forever been associated with Mercedes-Benz, which is fast approaching its 125th anniversary.

From the unveiling of the world's first automobile in 1886, Mercedes-Benz has been at the forefront of innovation, introducing numerous technological and luxurious advancements that set the automaker as the leader in the industry.

Last night's event further reinforced the automaker's very reputation and merit of luxury and leadership.

New Maybach

Throughout the evening, the spotlight shined brightest upon the world premiere of the new generation Maybach, which dramatically entered the stage circling the crowd amidst soft and faint lights. Upon first glance, it was obvious that the model's extensive equipment and individualization options have made the world-renowned high-end luxury saloon even more enviable.

The Maybach brand occupies the leadership position in the super-luxury segment, where the rules and benchmarks constantly change to the whims of customers. As one would expect, the demand for perfection is high and the range of features to be found on the Maybach is second to none.

As is always the case, the utmost attention has been paid to every single detail. The new generation Maybach, with its new dominant chrome radiator grille and numerous personalized options further elevate the status of this automotive icon among China's top elites while consolidating the leading position of the prestigious and luxurious brand.


SLS AMG, with a 6.3-liter V8 engine, has a top speed of 317 km/h, and zero to 100km/h acceleration in just 3.8 seconds.

During the event, Mercedes also provided a preview of the SLS AMG, which celebrates its Asia Premiere at Auto China 2010 today.

Perhaps the most highly anticipated supercar of recent times, SLS AMG demonstrates Mercedes-Benz's leadership in development expertise and heritage. This eye-catching tour de force captivates with its purist design, lightweight construction and outstanding handling.

Additionally, the new SLS AMG reinterprets the breathtaking look of the Mercedes-Benz 300 SL, one of the great design icons of the three-pointed star, as its striking gull-wing doors, hallmark wide radiator grille and wing-shaped cross fins rekindle memories of the sports car legend.

Its powerful performance also requires attention, with a 6.3-liter V8 engine capable of a top speed of 317 km/h, and zero to 100km/h acceleration in just 3.8 seconds.

Indeed, the spectacular SLS AMG has been appointed as the Official Formula One Safety Car for the 2010 season, demonstrating its leadership in safety, agility, and power.

As customary of Mercedes-Benz, all models are highlighted with a hint of luxury at its finest. SLS AMG is adorned with a luxurious interior inspired by aircraft construction, which immediately brings an aircraft cockpit to mind once the futuristic gull-wing door is opened. The characteristic styling feature is the dashboard, whose powerful, luxurious dramatic wing shape makes for an impression of width.

"Mercedes-Benz is presenting an exhilarating super sports car in the guise of the new SLS AMG, which is bound to set the pulses of all car enthusiasts racing that extra bit faster. The brands Mercedes-Benz and AMG have joined forces to create the SLS AMG - which is set to become one of the most alluring sports cars of all time," says Dieter Zetsche, chairman of Daimler AG and head of Mercedes-Benz Cars.

S-400 Hybrid

During last evening's event, Mercedes-Benz also highlighted its role as a leader not only in luxury, but also in eco-friendly mobility, with the S 400 Hybrid. As the world's first series-production vehicle to feature a hybrid drive with a lithium-ion battery, the S 400 Hybrid has already been crowned as the CO2 champion of the luxury class.

"The S 400 exemplifies the significant progress Mercedes-Benz made in advancing alternative-drive technology last year," said Joachim Schmidt, executive vice-president of sales and marketing for Mercedes-Benz Cars.

"And, it is proof that Mercedes also stands for premium when it comes to 'sustainable mobility'," he added.

For more than 60 years, the S-Class has stood at the pinnacle of the world's top luxury segment with technical breakthroughs that have allowed the company's flagship model to set the pace among competitors worldwide.

The S-Class has enjoyed a 33 percent growth in China in the first quarter of the year, which consolidated its leadership to maintain its 44 percent market share in the top luxury segment. With such continuous growth, China remains the S-Class largest market worldwide, signifying a true testament of its appeal among China's elite, who have a keen taste for luxury cars.

Possessing all the features one would expect from an S-Class, the S 400 Hybrid does not compromise on luxury while incorporating innovative and ground-breaking technologies to assist drivers - thus truly demonstrating that luxury and efficiency are not mutually exclusive.

Shooting Break

Also displayed at the event, and set to be available at the auto show, was the Concept Shooting Break, which highlights Mercedes-Benz's leadership vision for the future of advanced design. Prior to its debut, a vivid and innovative LED performance fusing together technology, art, and design dazzled the venue, no doubt an apparent representation of its latest unveiling.

Thomas Weber, head of research and development said the Concept Shooting Break embodies the company's guiding principle.

"We focus here on four areas that will remain relevant to the success of premium and luxury automobiles in the future: comfort and safety, sustainability, sporting refinement plus fascination and design," he noted.

The concept car undoubtedly impresses with its eye-catching design. Taking cues from previous Mercedes models, the car features some surprising proportions clearly reminiscent of the CLS, while also making use of elements that bear a resemblance to the SLS AMG - including a striking radiator grille.

Beyond a striking design, the model delivers impressive performance with a V6 60 cylinder angle and a displacement of 3.5 liters, the vehicle produces a powerful output of 225kW and a maximum torque of 370 Nm.

The Concept Shooting Break clearly presents an innovative proposition. Providing a leading insight into a unique vision for the future, all the hallmarks of a Mercedes-Benz are at hand, including a luxurious interior and leading technology. On this evidence, a fascinating and fulfilling design outlook lies ahead for future Mercedes-Benz cars.

Guests were also treated to a special video message from Zetsche, who further reinforced the brand's luxury and leadership.

"We want to give you an impression of how we see the future of luxury cars. We believe that it is possible to build cars that have it all: cutting edge technology, environmental friendliness and fascinating design," he said.

Many debuts planned

In addition to last night's exclusive event, Mercedes is still set to shine at Auto China 2010 with an expansive showcase of 38 models, with even more coveted premieres that were not displayed at the premiere night, which include three world debuts, three Asia premieres and one China unveil.

The automaker's decision to debut such a vast number of models at Auto China is further indication of the increasing significance automakers are placing on China.

As the fastest growing luxury automaker in China with record sales in the first quarter of this year, Ulrich Walker, head of the company's North East Asia division, said, "We are extremely fortunate that Chinese consumers enjoy the characteristics of our brand and our vehicles. And we are deeply appreciative of their loyalty and their passion."

Klaus Maier, president and CEO of the company's China operations added that Mercedes-Benz appears to be well positioned to become a leader in all segments of the market.

"With such a strong performance, we are confident that our increasingly rich product portfolio and dedication to the Chinese market will allow even more customers to enjoy the fascinating and luxurious world of Mercedes-Benz," he said.

For nearly 125 years, Mercedes-Benz has positioned itself as a pioneer and leader in the world of luxury automobiles, introducing one breakthrough after another as it constantly strives to perfect its products and technologies.

Throughout the "Mercedes-Benz Premiere Night", the three-pointed star showed that it is not only rooted in a rich and prestigious heritage, but also possesses an innovative and progressive vision for the future. Evidence from last night suggests the brand's continuing mission to be the foremost leader in luxury shows no sign of slowing down.

Source: China Daily


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