Small BusinessMerc E-class eyes top slot in city again
Mercedes Benz’s latest offering in India, the new E-class sedan, could well reclaim the top spot within the Germany luxury car makers’ stable in eastern India. Since 2007, the automobile giant"s lower-priced C-class model has dominated the Kolkata market by selling substantially more, especially during 2008.
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While in 2007, C-class and E-class sales were 21 units and 28 units respectively, the following year, E-class sales in the East remained stable at 26 units even as 44 C-class vehicles were sold.
However, with the launch of the new E-class in Kolkata, Interkrafts — the sole dealer of Mercedes Benz passenger vehicles in the region — was bullish about the prospects of the firm"s globally highest selling business sedan.
“Although there is a Rs 20 lakh price difference between these vehicles, the customers of each class are distinct with minimal overlap. "The competition between the models is expected to be neck and neck and the new E-class could be back on the top,” Interkrafts CEO Hiteshwar Singh said.
So far, in 2009, the C-class is continuing to dominate with 39 units compared to 14 E-class vehicles.
Singh indicated that sales of the E-class would benefit from existing Mercedes Benz owners looking to upgrade their vehicles. “Of the 45 enquiries that we have got so far, almost 50 per cent of them are from existing owners of E-class vehicles. Considering there are about 200 E-class vehicles in the region, upgrades could add to our overall sales,” he explained.
However, with other German car makers upping the ante, Mercedes Benz could come under fire. But Singh felt that the luxury automobile market in the region would be able to absorb more players without affecting the sales of individual car makers. “The market here has trebled over the last three years and is still expanding. Considering we haven"t even tapped 50 per cent of the market so far and this being the largest territory geographically, for Mercedes Benz, we should be able to grow comfortably,” Singh said.