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. “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” This was the message announced by Vice President Marketing & Communications at Mercedes-Benz, Dr Jens Thiemer during the launch of the new nomenclature.
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.
Mercedes-Benz will also be separating engine types according to the nature of the fuel used. In the future lower case letters will be used. For example ‘c’ stands for compressed natural gas, ‘d’ will be used to describe diesel engines, ‘e’ for electric drive, ‘f’ for fuel cell and ‘h’ for hybrid. AMG and Maybach models are viewed under a separate division and will have another naming.
“We are convinced that our new nomenclature will support us in achieving this objective. The logic built up on the basis of the core model series will enable our customers to find their way round our growing product portfolio far better”. A statement released by Mercedes-Benz.
Alongside the brand’s global new naming strategy, the Authorised General Distributors of Mercedes-Benz in Nigeria, Weststar recently launched an Instagram account:@mercedesbenznigeria, as part of their social media strategy to help improve communication between the brand and clients.
The new nomenclature will begin with the facelift of the M-Class, which will arrive as the GLE and will be available in the Nigerian market from summer 2015 via Weststar and its Authorised dealerships: M-B Automobile Service Ltd, Sunny Motors Ltd, Skymit Motors Ltd and Barbedos Cars Ltd.