Positioning: A new experience every day

Mar 8, 2010
  • Spellbinding cabriolet in the premium segment
  • Emotional highlight of the E-Class family
Consummate refinement – the new E-Class Cabriolet renews and reinforces the high standards that Mercedes-Benz has always set for itself. Like its long line of predecessors, all of which are now sought-after collector's items, the new luxury model represents one of the most elegant and luxurious ways to travel in style – be it for the daily commute to work, a spur-of-the-moment weekend away or a long holiday trip.
Unlike other premium manufacturers, Mercedes-Benz has always included one particular formula for success cherished by connoisseurs in its product portfolio: two doors, four seats and a classic soft top. Now Mercedes-Benz has perfected this formula by introducing exclusive innovations: the AIRCAP® automatic draught-stop and the further improved AIRSCARF® neck-level heating not only make open-top driving more comfortable, they make it enjoyable all year round. What's more, the E-Class Cabriolet offers outstanding acoustic comfort regardless of whether the soft top is up or down. Then there are the familiar strengths of the E-Class family: impressive suspension comfort and fleet-footed handling, exceptional active and passive safety, efficient and powerful engines, an extensive standard-equipment package and a vast array of optional extras for meeting even the most exclusive of requirements. "Our aim was the perfect cabriolet," says product manager Gerd Junginger without any hint of false modesty. "In other words, not an everyday experience, but a new experience every day."
The unique position of the Cabriolet within the E-Class family is also reflected in the profile of the typical buyers: they are younger and have higher incomes, as also highlighted by the increased take-up on options such as leather appointments, COMAND or top-of-the-line sound systems. The percentage of female buyers has increased, and many of the households own other cars as well. "Typical E-Class Cabriolet buyers have their own businesses and, after a long day at work, like to reward themselves with a drive home in an open-top car," says Junginger.
Market studies reveal the sheer joy associated with owning a beautiful car. Prospective cabriolet buyers make the following statements more often than prospective saloon buyers: "A car gives me a feeling of freedom and independence", "I like looking at beautiful cars" and "A car helps me to relax and leave everyday stress behind."
Buyers in the USA and Europe in particular appreciate the 'holiday feeling for four' available every day: together, both regions account for over 90 percent of the buyers, although markets such as China and Russia are beginning to discover the joys of open-top driving, bringing the promise of growth in these regions, too.
Mercedes-Benz E-Class Cabriolet, Exterior