When it comes to selling cars, building traditions can be as tricky as not having them. Some brands decide to keep a successful concept over the years only performing updates, while others prefer fresh starts for each time they have to replace a vehicle. These strategies are equally capable of leading both to success or failure, so each case must be considered individually. Mercedes-Benz has decided to follow the first path decades ago, so each time it becomes more impressive to see how they manage to keep this success.
Creating an entire new idea for each generation of a given car allows the brand to adapt it with the current times much easier, such as what Fiat has done with their medium-sized hatchbacks: Tipo’s straight lines were very common at the late 1980s, but when the following decade’s trends became to appear they had to respond. This reaction came with not one, but two cars: using two names enabled Brava and Bravo to give much better interpretations of two-door and four-door hatchbacks separately, but both with very creative designs. Later, if the 2000s brought the straight lines back but with more imponent shapes, creating Stilo was much better than discharacterizing the previous cars. And when the car world associated organic lines to a nostalgic trend, Fiat showed a modern reinterpretation of Bravo. Meanwhile, one of the opposite examples can be given with Golf: straight lines, round lines, bigger shapes, organic shapes… Volkswagen did their best to follow each and every trend along with keeping traditions such as the overall shape and iconic details like the “C column”’s big width. Sometimes they did it better and sometimes worse, but it’s undeniable that those years built a very strong image to its customers. Like BMW, Mercedes-Benz follows the traditional path even more strictly – cars like CLS and B-Class are much more younger than E-Class, for example.
However, the last years have seen some conceptual changes even at this brand’s most classical cars. C-Class used to act as a miniature of the other Mercedes, but it was noticed that there were many possible buyers that didn’t take one because of the high prices and the “too classical” style. So the Germans decided to create cheaper versions, but along with a “cooler” design, much more casual than the previous generations. On the other side, S-Class now needs to fill the late Maybach’s gap at the very high luxury market, so what’s left for the middle brother? This facelift proves that the answer must be to stick to the tradition: apply the best current technologies to improve an already well-stabilished car. The new headlights could be a nice example of that: they’ve turned into an only piece for the first time in eighteen years in order to receive LEDs illumination, but with a two-parts shape that clearly reminds the previous design. There are several other elements which connect Mercedes’ current cars with the older ones, such as the big front grille with the SLS-like shape or the tail lights with horizontal components. This is only a half-age facelift, so the Germans wanted only to rejuvenate it. It’s easy to see that this mission was accomplished because both sedan and Touring versions now give a more dynamical impression, obtained with slightly bigger elements and less lines.
Nevertheless, a Mercedes would never be a Mercedes if there wasn’t the typical “limousine impression” that has earned so much admiration through the years. C-Class now follows a slightly different path, but E-Class doesn’t make any effort to hide that it is a typical “rich people’s car”. Not that this is a bad thing: there are no doubts that this is one of the most classy cars of its price range. This facelift came with a new dashboard and a new entertainment center which even includes Internet, and finishes to compose a really sophisticated interior, which will pamper its five occupants with lots of luxury items but also with an impressive safety system: there’s active cruise control, automatic lane-keeping, brake assistance and an optional stereoscopic camera on the windshield, that can recognize three-dimensional shapes and movements in order to improve collision preventions. As usual, Mercedes will offer a big variety of engines paired with an even bigger of versions, but no single market will have all of them. Using gasoline, there will be a 2.0 turbo for E200 and E250, a 3.5 V6 with direct injection for E300 and E350 and together with an electric one for E400 Hybrid and a 4.7 V8 twin-turbo for E550, not to mention the also double-turbined 5.5 V8 for E63 AMG – the diesel options must be E250 and E300 BlueTec. Some of those will offer the 4Matic all-wheel drive, but all of them will bring start/stop system.
