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NEWS
Mercedes-Benz Oz breaks sales record
A-Class and affordable AMGs drive sales surge for 2013 so far – with full year tally certain to exceed 20,000Mercedes-Benz Australia has overtaken its own previous annual sales record two months prior to the end of 2013 – and looks set to be the first prestige brand in Australia selling more than 20,000 cars in one year.
"Our previous record was 18,464, in 2010," Mercedes-Benz spokesman David McCarthy told motoring.com.au yesterday. Vehicle number 18,465 for this year is being delivered today, according to the Senior Manager of Corporate Communications for the importer.
By averaging just under 2000 units a month, the prestige brand is certain to reach and exceed 20,000 sales for this year.
"We will be the first luxury brand to get there," McCarthy said.
New product is naturally the mainstay of Benz's escalating sales figures. The A-Class has been in short supply, but it and the new CLA have played an important role in the company's success this year. Sales for the new E-Class are also improved and the company is holding a substantial order bank for the upcoming W222 S-Class. But it's not just the new product that's behind the sales impetus.
"I can see that the price/value strategy that we adopted for the C-Class is paying big dividends," McCarthy observed.
With over two months of the year remaining, the importer's total sales figure for the year may come close to 24,000.
Analysis of sales for the year to date show that as many as 70 per cent of A-Class and CLA buyers are "new to the brand," in the words of the Benz exec. Finding untapped buyers for new product has clearly worked handsomely, with the two models combined anticipated to contribute close to 6000 units.
Contributing to the total will be 1500 performance-focused AMG models, of which over 500 have been the C 63, as at the end of September.
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Written byKen Gratton
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