How has the Middle East market historically responded to the S-Class?
The Middle East market has always had high appreciation for the Mercedes S-Class, thanks to the exquisite luxury, prestige, technology, and comfort that this model series offers. The AMG line, in particular, enjoys a high market share due to its ultimate blend of comfort, luxury and performance.
The loyalty rate for the S-Class, and Mercedes-Benz at large, has always remained high. In the Middle East, more than 80 percent of customers who previously drove an S-Class have once again opted for a Mercedes-Benz model. Currently, Saudi Arabia is our biggest regional market and presents a great opportunity for a number of reasons. Saudi Arabia has progressed immensely in the past five years, and with women now able to drive this has opened an entirely new demographic for Mercedes-Benz.
How will the new model respond to unmet customer demands?
Advancements in technology have led to car enthusiasts desiring and expecting the best-in-class technology from their cars, so much so that this has become a primary motivator in the decision to purchase or upgrade a car. The S-Class ensures that this need of consumers is rewarded with the most immersive, intelligent, and personalised technology experience one can have in their car. The new S-Class uses digitisation for a car that responds empathetically to the needs and wishes of its driver and passengers.
Another key factor in today’s world is sustainability which buyers are increasingly taking into consideration. At Mercedes-Benz, we take this very seriously. The new S-Class consists of more than 98 kgs of components made from resource-conserving materials. The number of components containing recyclates is also now more than twice as many as in the preceding model.
This is not limited to the S-Class alone. At Mercedes-Benz, we have launched “Ambition 2039” which is our concrete mission for a holistic and sustainable corporate strategy that will position us as the premier provider of electric vehicles worldwide.
In what way does customer demand for S-Class features in the Middle East differ from other regions?
Every region is different. In the Middle East, the AMG models have a high demand as customers enjoy the sporty, premium refinement combined with the incredible performance of these vehicles. The core factors that make up the impressive AMG brand – power, delivery, handling, and incredible sound – are all factors that the motorists in the region particularly enjoy.
Clients in the Middle East also appreciate the power and performance, along with ultra luxury, of the Mercedes-Maybach S-Class which are tailored to the demands of the Middle Eastern audience.
Customers’ demands in the region are unique in the way that they align with the language requirements and temperature conditions. The Arabic language is a priority when it comes to MBUX. In fact, we have developed features with GCC specifications that are available across authorised retailers.
Similarly, due to the hot weather conditions in the Middle East, it was essential to develop a highly efficient, yet luxurious temperature control system where 17 step motors control the temperature and air distribution in the THERMOTRONIC system. Especially for the Middle East, as part of our GCC package, the system is enhanced to be more powerful and effective, ensuring optimum temperatures in the region’s unrelenting heat.
Do you expect the new S-Class to lure current luxury SUV buyers back to the sedan?
The S-Class is an unrivalled flagship model series. Among SUVs, the GLS is equivalent of the S-Class, and both are also available in the Maybach variant for more expressive luxury. While the S-Class provides superb comfort, the GLS offers more space and a third row of seating for families.
Can you talk to us about the MBUX? Is this investment something we can expect to see expanded upon in the future with further updates?
Definitely! The second generation of MBUX is making its debut in the new S-Class and with its new and improved features, it’s one of the key reasons that Mercedes-Benz stands out and is one of the most outstanding innovations of the brand. The vehicle interior is even more digital and intelligent, as both the hardware and software have made great strides: brilliant displays on up to five large screens, in part with OLED technology, make the control of vehicle and comfort functions even easier.
The possibilities for personalisation and intuitive operation have become far more extensive. This certainly applies in the rear, but also to the driver: For example, the new 3D driver display allows a spatial view at the touch of a button for the first time. A real three-dimensional effect is achieved without having to wear 3D glasses. In this latest version, “Hey Mercedes” now supports 27 languages with Natural Language Understanding.
It also explains vehicle functions and answers general knowledge questions. In the S-Class particularly, the voice assistant can also be controlled from the rear of the car. Among its other incredible functions, the MBUX Interior Assist has been updated to improve safety, even before a journey begins. Now, the intelligence software can detect and notify the driver even if a child isn’t wearing a seatbelt.
How have you sought to blend the technological future of automobiles with luxury?
Digitisation and connectivity are prime examples of how we do this. Take the example of the S-Class which is the first car to receive the first government issues permission for Level 3 autonomous driving in Germany – the system will be offered to the public early next year on the new S-Class and EQS. Further, Mercedes-Benz is committed to the vision of moving to electric only, a new era where we are setting an all-new benchmark in performance luxury with the first luxury EV, the EQS.
The MBUX is another prime example of technological innovation marrying luxury. Along with that, the physical interior of the S-Class has been updated to provide the utmost comfort for both drivers and passengers. There are 10 different massage programmes available in the new S-Class, along with myriad customisation options – making the S-Class a truly personal vehicle.
We believe that luxury, comfort, and safety go hand in hand. With conditionally automated driving and driving assistance systems, Mercedes-Benz is one step closer to its vision of accident-free driving. Thanks to the technological advancements, the driver is supported by numerous driving assistance systems, making driving even more safe and comfortable.
Automotive luxury experience
The S-Class stands for the fascination of Mercedes-Benz: legendary and traditional engineering expertise which defines the luxury segment in the automobile industry. The new S-Class can be experienced with all the senses – seeing, feeling, hearing and smelling – while offering numerous innovations in the areas of driver assistance, protection and interaction.
Mercedes-Benz is shaping the next generation of individual mobility with innovations that place the focus on people. The new S-Class uses digitisation for a car that responds empathetically to the needs and wishes of its driver and passengers.
“The S-Class is the world’s best-selling luxury sedan. With the latest generation we want to offer our customers innovation, safety, comfort and quality as never before,” says Ola Källenius, chairman of Daimler AG and Mercedes-Benz AG.
“The new S-Class underpins our claim to produce the best automobile in the world”, states Markus Schäfer, Member of the Board of Management of Daimler AG and Mercedes-Benz AG; responsible for Daimler Group Research and Mercedes-Benz Cars COO.
“This is where covetable luxury meets the greatest possible safety and highest level of comfort.”
Modern luxury attains the next level in the interior of the S-Class. The designers have created a feel-good ambience with lounge character marked by elegance, high quality and lightness. The dashboard with its new architecture, modern surface design and ergonomic display arrangement is a particular highlight.
But the feel-good aspect goes even deeper: with high ride quality and low noise levels as well as an extensive range of ENERGIZING Comfort programmes, the S-Class looks after the well-being of its passengers. They also stay fit thanks to the effective air filtering system, which signals its newly gained capability with the new name ENERGIZING Air Control .
The new Mercedes-Benz S-Class has become more intelligent in many areas, and the driving experience is at the next level. Digital innovations such as in MBUX (Mercedes-Benz User Experience) are joined by innovations that increase driving enjoyment while making driving even safer: among them are rear-axle steering with a large steering angle and safety innovations such as the rear airbag. As a new function of PRE-SAFE® Impulse Side, the active E-ACTIVE BODY CONTROL suspension can raise the vehicle body (on both sides) just before an impending side impact.