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      Recalling 2012 Auto Expo: Unveiling of Mercedes-Benz A-Class Concept

      CarTrade Editorial Team

      CarTrade Editorial Team

      Mercedes-Benz, the German car manufacturer, has been operating in India for a long time. Till sometime ago, the company dominated the luxury car segment in India, before the rise of BMW and Audi. The entry of its rivals had a tremendous impact on the fortunes of Mercedes-Benz, which saw a significant decline in sales. BMW and Audi gave a new dimension to the luxury car segment by bringing in innovative designs and powerful engine. To counter the same, Mercedes-Benz introduced a new range of vehicles that have a redefined sense of style, which has worked to a great extent. The German car make utilised the 2012 Auto Expo to showcase some of its newly designed vehicles to potential buyers. Organised in every two years, Auto Expo is the largest automobile exhibition in India, which sees the participation of brands from all over the world.

      Recalling 2012 Auto Expo: Unveiling of Mercedes-Benz A-Class Concept
      Recalling 2012 Auto Expo: Unveiling of Mercedes-Benz A-Class Concept
       

      At the 2012 Auto Expo, Mercedes-Benz launched and showcased a number of new vehicles, such as M-Class Sports Utility Vehicle (SUV), SLS AMG Roadster and the A-Class concept vehicle. The M-Class SUV, launched in the presence of actor Farhan Akhtar, was priced between Rs. 58 lakh and Rs. 60 lakh. On the other hand, the SLS AMG Roadster had a price tag of around Rs. 3 crore. Visitors and journalists from the media were seen flocking at the enclosure of Mercedes-Benz to have a look at the M-Class and SLS AMG Roadster. Mercedes-Benz also gave a sneak peek into its future plans by unveiling the A-Class Concept and fuel cell technologies. The Mercedes-Benz A-Class concept attracted a lot of attention from industry experts, who praised the firm's new concept and said that it had the potential of performing exceptionally well in India. According to sources present at the 2012 Auto Expo, the Fuel Cell technologies would be the base of the brand's vehicles for future.

      Peter T Honegg, who was then the Managing Director and Chief Executive Officer of Mercedes-Benz India, spoke about the prospects of company in the future at the 2012 Auto Expo. “Our showcase at the Auto-Expo this year will be impressive both in terms of presentation and display vehicles. The Mercedes-Benz Arena located exclusively at Hall 15 will feature the company’s new design language; it will also showcase the pulse of a new generation, the concept A-Class and the equally acclaimed Fuel Cell technology. There will be a lounge area to offer an exclusive experience, special accessory outlets besides opportunities to offer networking possibilities for patrons and representatives. There will be several show-stoppers including the launch of the stunning SLS AMG Roadster. Besides these there will be technology demonstrators as well as an array of exotic Mercedes-Benz cars that represents automotive design and technology at its best,” he said.

      After the hype and excitement created at the 2012 Auto Expo, Mercedes-Benz finally launched the A-Class in 2013. The hatchback proved to be just the kind of vehicle the brand required to rival the dominance of Audi and BMW. Even during tough market conditions, wherein the demand for cars was low and the industry was crisis struck, the A-Class performed beyond the expectations of its manufacturer. Mercedes-Benz had already termed 2013 as the 'Year of Offensive' and the A-Class turned out to be the ideal vehicle to lead the firm's resurgence. According to sources, Mercedes-Benz realised the need to introduce low-cost vehicles in India to ensure sustained profitability. After the success of the Mercedes-Benz A-Class, the German car maker also launched the B-Class diesel and the E63 AMG in India. Rivals of Mercedes-Benz, BMW and Audi, seeing the success of the A-Class, decided to introduce low cost vehicles. Recently, BMW launched the 1 Series in Indian auto market while Audi brought in a low cost variant of the Q3, called Q3 S to lure pricer sensitive domestic buyers.

      A class | Mercedes Benz A Class