Benz SUV rush to drive sales dominance

A slew of new SUVs are expected to play a key role in boosting local luxury leader Mercedes-Benz’s sales toward the outright national top 10 by mid-decade.

The all-new GLA mini-crossover arrives in the second quarter of 2014, with the second-generation GLK mid-size SUV due to finally arrive in Australia around a year later.

But also on the way are ‘crossover-coupe’ rivals for the BMW X4 and X6 -- and the much mooted Audi Q4 and Q6 -- in the form of the GLK-based GLC and the ML-based MLC. The GLC should make its debut in 2015 and the MLC is tipped for 2016.

These new models form part of a commitment from Benz to refresh most of its entire current line-up by the end of 2016 and introduce 13 new models by 2020 as it aims to almost double its annual global sales to two million and strives to match BMW and Audi’s global sales growth.

In Australia, with SUV popularity booming, Benz sales already climbing on the back of the A-Class and forthcoming CLA sedan and a significant number of other models on the way (see the rollout at the bottom of this story), the brand is confident of busting through the 30,000 sales mark by around 2015.

In 2013, it expects to top 25,000 passenger car and SUV sales, including a record 1500 AMGs. In 2012, Honda sold 35,812 passenger cars and SUVs to sit 10th on the national sales chart.

Perhaps more importantly for Benz than claiming a top 10 spot, such a sales climb would also ensure it keeps ahead of fierce rivals BMW and Audi locally.

“To my knowledge we are the only market in the world where Mercedes-Benz passenger cars outsell Audi and BMW passenger cars added together,” claimed Mercedes-Benz Australia-Pacific Senior Corporate Communications Manager, David McCarthy.

“So when we add GLA and GLK -- and there are a few others in the mix – to the passenger cars and existing SUVs, you can see why we are quite bullish on the volume for Australia.”

So far in 2013, according to VFACTS figures, Audi’s Q3 and Q5 have claimed 3649 customers and BMW’s X1/X3 combination 1914.

McCarthy estimates GLA and GLK will be worth at least 150 sales per month each to Benz, adding up to an annual total of 3600.

“The biggest problem is going to be supply. Obviously you want to match the demand to supply but that is going to be hard. We are already finding the demand for A-Class and CLA is much higher than what we can get.

“Being number one is all good and great but our goal is to sell every car we have our name against and we are doing that currently. Our challenge is to get every car into Australia that we could sell. Our challenge is a volume challenge not a sales challenge.”

The GLA, which is based on the same MFA front/all-wheel drive architecture as the A-Class and CLA, is expected to be offered here in two turbo-petrol and one turbo-diesel variant with an AMG variant also on the cards.

The GLK is currently not offered in right-hand drive countries, but that will change with the new car, which will be based on Benz’s new MRA rear/all-wheel drive platform. The GLC will spin off it. They will share turbo-petrol and turbo-diesel engines of around 2.0 litres in capacity. AMG should again provide hot versions.

The new GLK is expected to abandon the current model’s bluff and boxy look for a much more stylish shape, while the GLC is tipped to be a three-door. The larger MLC will share its technology with the ML, and will debut after that car’s 2014 mid-life refresh.

The new MRA architecture will debut under the next-generation W205 C-Class, which is expected to launch in Australia late in 2014. That car should also provide a strong sales boost beyond mid-decade, as it is expected to add a hybrid powertrain, as well as a cabriolet to the existing sedan, wagon and coupe body styles.

Beyond the certainties, many potential vehicles remain up for debate. Among them are the nine-speed E 350 Bluetec, the B-class Electric Drive, S 500 plug-in Vito E-Cell and the Euro NCAP three-star Citan commercial van.

What’s coming from Mercedes-Benz:
C 63 AMG Edition 507 – September
A 45 AMG -- September
CLA – October
CLS 63 S AMG – October
New S-Class – November
S 63 AMG – late 2013
GLA – Q2 2014
CLA 250 Sport – Q2 2014
New C-Class – late 2014
S-Class Coupe – 2014
M-Class facelift -- 2014
New GLK – 2015
GLC -- 2015
New E-Class – 2015
SLC AMG – 2015
MLC -- 2016
New E-Class Coupe and Cabrio – 2016

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