Benz to change names in November

Mercedes-Benz has confirmed it will reveal a new naming convention for its model range in November.

While there have been widespread reports, including here at motoring.com.au, that the large M-Class SUV will be renamed as the GLE and the GLK-Class mid-size SUV will become known as the GLC, the changes are set to affect passenger cars as well.

Mercedes-Benz research and development chief Thomas Weber told a media roundtable at the Paris motor show yesterday that an announcement will be made at next month's Los Angeles motor show, where the full re-naming story is expected to be rolled out by Benz’s global marketing and sales chief Ola Kallenius and when the facelifted ML debuts along with its new GLE nameplate.

While the revised, rebadged GLE large SUV is due on sale in Australia earlier next year, the replacement for the GLK mid-size SUV that was never sold Down Under, the GLC, is due here in the final quarter of 2015, following its reveal in concept guise in Beijing and then in production form in January.

Both models are expected to be joined by 'coupe' versions, with the GLE Coupe designed to rival BMW's X4 and the GLE Coupe set to compete with the X6, while the next-generation GL-Class seven-seater is rumoured to be reincarnated as the GLS. The radical renaming plan is likely to see only the historic G-Class retain its name.

The objective of the rebranding strategy is to give customers a better idea of the size of Mercedes-Benz vehicles based on their names; so the GLE aligns with E-Class, the GLC with C-class and the GLS with S-Class – just as the GLA-Class name lines up with the A-Class upon which it's based.

“The idea behind this is to make it more clear for our customers in which segment we divide our vehicles, because with the naming we use today sometimes the customer [does] not really understand what is behind,” Weber said.

"I can confirm on the SUVs for example, with this line-up we will come to a situation where the naming for the SUV will have something that describes what kind of vehicle they are driving. That is the secret behind it. It will not be so complex.”

Weber suggested the new naming structure will extend to Mercedes-Benz passenger cars as well, raising the possibility of the E-Class based CLS becoming known as the ELS, which would clear the way for a new coupe-like four-door mid-sizer based on the C-Class to rival BMW's 4 Series Gran Coupe.

"Yes, we will see a new naming strategy across our car lines," he said. "Not only SUVs."

Kallenius was not forthcoming about the naming changes: “I have read about that on the internet and I would rather not fuel speculation at this point in time." He said.

“If and when there is a story to tell it would be better to tell the story in one go … so that everybody gets the complete picture of what we would be doing.”

However, he was happy to explain why another naming change had been made – the move from Mercedes-Benz AMG has become Mercedes-AMG with the introduction of the new GT and C 63 models.

“That is a little bit more tidying up,” the former AMG boss said. “When we bought the company back in 1999 we renamed it Mercedes-AMG, so it has always been Mercedes-AMG. But we have in the product catalogue said Mercedes-Benz AMG C 63 and so on.

“This is short and sweet and to the point, also to a degree to demonstrate what an important piece AMG plays in the Mercedes-Benz family. The company is called Mercedes-AMG so let’s call the cars by the name of the company.”

Kallenius denied the renaming showed any disrespect to the founder of Mercedes-Benz, Karl Benz, who is also credited with being the inventor of the first automobile.

The Benz name was previously dropped from the name of parent Daimler AG during the merger with Chrysler and was never reinstated.

“The masterbrand and the omnipresent star is Mercedes-Benz, so nothing changes there,” said Kallenius. “But then we have a performance brand AMG, so let’s call it a co-pilot of Mercedes-Benz. In those combinations, where we have a co-pilot, it’s not an issue for us to make it short, sweet and to the point.”