Mercedes' $5.5 million model

Is Mercedes-Benz branching out into aviation? You'd be forgiven for thinking so, as the German prestige car maker launched the Mercedes-Benz Style EC145 Luxury Helicopter in Geneva last week.

Shown at the European Business Aviation Convention, the place where all well-heeled Swiss bankers go to see the latest and greatest airborne toys for the rich, the new Mercedes-branded helicopter is a collaboration between the German car maker and Eurocopter.

Though it doesn't signal Mercedes' intent to build its own helicopters -- it's essentially a Eurocopter EC145 with an interior designed by Mercedes -- it does suggest the company is open to new concepts in personal transport.

The interior of the MB Style EC145 Luxury Helicopter is the work of the new Mercedes-Benz Advanced Design Studio in Como, Italy, which also is also working on a prototype yacht.

Not unlike Porsche Design, the industrial design arm of Porsche that is often contracted for similar projects, the new Mercedes-Benz Advanced Design Studio in Italy could become the stepping stone for MB to branch out into different modes of transportation.

The world's roadways are becoming increasingly congested (especially during peak times before and after business hours) and it's not unthinkable that as time wears on, it could increase demand for new modes of transport, and not just with the super rich.

Getting back to the Mercedes-Benz Style EC145 Luxury Helicopter, the rotary-winged twin turboshaft-engined aircraft will seat eight people and is widely acknowledged to be a class-leader. With the Mercedes-Benz luxury fitout, which includes A-grade leathers, LCD TV screens, storage areas, timber flooring and various other luxury touches, the copter's appeal can be expected to increase.

The standard Europcopter EC145 Luxury Helicopter starts at about US$5.5 million, so the Mercedes-Benz model can be expected to cost just a little bit more.

For ultra-rich owners of Mercedes-Benz automobiles, it would be the perfect sister vehicle. Which makes us wonder if the MB Advanced Design Studio in Italy wasn't taking its design cues from Australian MotoGP legend Mick Doohan, who had his private helicopter painted the same hue as his high performance Benz sports car...

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