The E-Class is probably German carmakers Mercedes-Benz’s most iconic and widely recognised product to arrive on Indian shores. So, of course, when this legend of the luxury sedan sector turned 20, selling 32,000 units in the process, Mercedes just had to commemorate the occasion. They did so by launching the new Edition E. A new trim level of the E-Class, which, while sporting additions like a glowing three-point star emblem and ‘Edition E’ badging, still retains the visual cues of the E-Class, along with all of its engine configurations as well. Prices for the new Edition E are Rs 48.60 lakh for the E 200, Rs 50.76 lakh for the E 250 CDI and Rs 60.61 lakhs for the E 350 CDI (all ex-showroom, Pune).
Roland Folger, MD and CEO, Mercedes-Benz India spoke about this landmark at the launch event, saying, “It is a moment of immense pride for us that the E-Class which is the highest selling luxury sedan in India, completes 20 glorious years of production in India. The E-Class which was the first luxury sedan to be produced by Mercedes-Benz for the Indian market, also kick started our journey in India. 20 years of E-Class in India, also reiterates the influence of brand Mercedes-Benz on customers and its contribution towards the evolution of luxury motoring in India. We are commemorating this stupendous production accomplishment with the launch of a special ‘Edition E’. The launch of the ‘Edition E’ strongly underlines our strategy of periodically refreshing our existing best-selling products, enabling to win customer confidence and offer them value driven products.”
Mercedes-Benz also launched a new brand campaign around the E-Class called Wish upon a Star to celebrate 20 years of the E-Class. The campaign includes the creation of a dedicated smartphone app and microsite, along with the setting up of ‘wishing booths’ that allows owners, potential consumers and fans of the brand to make wishes about the E-Class. Mercedes-Benz will pick wishes with the most invention and individuality, and reward those wishers.
Folger also alluded to this campaign at the event, he said, “With the introduction of the ‘Edition E’, we are also launching an exciting brand campaign called ‘Wish upon a Star’. ‘Wish upon a Star’ campaign commemorates 20 years of the E-Class legacy in India and brings to fore the fact that, the E-Class has been the heart and soul of motoring enthusiasts across the country over the years. In these 20 years we have delivered 32,000 E-Classes to our customers that have dominated the mid-size luxury segment in India. Every new generation of the E-Class has redefined the segment and created a new benchmark.”
