Mercedes E-class targets business car buyers
25 March 2009
Author: Tristan Young
Mercedes is aiming to capture more of the company car market with the new E-class thanks to an aggressively competitive stand on pricing.
Speaking exclusively to BusinessCar Mercedes' UK president Wilfred Steffen said: "With the E-class we're looking to gain share. The old E-class took 50% as business cars. This year we're going to take a larger share of the market because that is stronger than the retail part of the market.
"Corporate will be up 16% and 21% will be new customers."
Steffen said Mercedes did not intend to increase its prices due to changes in the Pound-Euro exchange rate.
"We buy our cars in Pounds for the UK. We are not intending to pass on any gains or losses in the exchange rate. Pricing is part of the market.
"If over the longer term the whole market changes then we'd consider it. E-class prices haven't been effected - the car is £2000 cheaper for the equivalent model and then there's the extra equipment in the new car."
The new E-class range launches mid-year with prices from just more than £28,000. However, this start point will drop as more lower-powered and efficient cars are added to the line-up. This strategy will see the E200 CDI start from just more than £26,000.