Home Transport & Motoring …As Mercedes-Benz reveals new name strategy

…As Mercedes-Benz reveals new name strategy

German luxury automobile brand, Mercedes-Benz has put in place a new naming system for its complete model range. The brand has changed recognised car models and introduced a range of new names, which started towards the end of 2014.
The brand that is constantly producing new vehicles, believes that this is the right time to go ahead and reorganise, due to plans in the near future. By 2020 Mercedes-Benz aims to have 30 new models in its portfolio worldwide, 11 of them will be entirely new cars.
The new naming strategy was put in place to make the car models easier to understand.
According to Vice President Marketing and Communications at Mercedes-Benz, Dr Jens Thiemer in a message during the launch of the new nomenclature, “After more than 20 years of continuity involving some of the most recognised and successful product names in the world, we are now making our system of vehicle nomenclature even more understandable. Bearing in mind the international appeal of our brand, our plan has been to devise an even simpler, more transparent and more logical system for the designations of our model series, with the aim of providing clear orientation for our customers.”
Prior to the name change, Mercedes Benz used core lettering to distinguish models. For example A-, B-,C-, E- and S- Class, will still remain the same and the changes only affect models known as ML, GLK, GL and the SLK. To simplify matters, the models have been divided into categories, which are: SUVs, four door coupes, roadsters and AMGs.
Firstly, all crossovers and SUV models will start with GL, a spin on the G-Class model. Further changes to these models include: the GLK becoming the GLC, the ML/M-Class is now GLE, GL has changed to GLS and the GL is now the GLS. Both the GLA and G-Class are unchanged. The four door coupe and roadsters now follow with the first two letters CL or SL. From these models, only the SLK is changing to become the SLC, but this will not take effect until 2016.

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