Corporate motorists are to get a big say in the way Mercedes-Benz formulates its plans to launch a revolutionary hybrid luxury car in Britain.
Executives at the German firm’s UK subsidiary in Milton Keynes plan to be asking officials at number of leading fleet companies for advice in the run-up to the introduction of the E-Class 300 BlueTec Hybrid model, Fleet News can reveal.
Key issues to be resolved centre on the upfront cost of the car – the first of its kind to feature under-the-bonnet hybrid packaging – and the most effective way it can be marketed to achieve maximum impact in a segment where the company is keen to step up its sales performance against premium sector pacesetters.
“The car was revealed only three months ago at the Detroit Motor Show and it will be toward the end of the year before it reaches our dealership showrooms,” said a spokesman.
“When it does go on sale, we need to be sure it is positioned in the best possible way against Audi and BMW in fleet, a sector we regard as increasingly important and one where we have not been as strong as our competitors in the past.
“Our technology will come at an additional cost and we’re currently working with our colleagues in Germany to arrive at the most favourable price. The one-to-one discussions being planned with leaders in the fleet industry will play a key part in helping us reach our decision and should also help us position the car in the market.”
The new technology is expected to carry a premium of £2,500 plus tax when the E300 Hybrid goes on sale in summer across mainland Europe. Asked for an estimate of the cost of the car in Britain, the spokesman said: “It’s too early to say, but we are determined to reduce the premium by as much as possible - we intend to be competitive.”
Author: Maurice Glover
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