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Investment World
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Cars Marketing - Strategy Columns - Auto Focus Mercedes S 320 CDI luxury on diesel S. Muralidhar
YES, CLASS. S. Muralidhar The Mercedes Benz S-Class has had a special place in the hearts of Indian buyers of super-luxury cars. It is one of the most-aspired-for cars and clearly has had no competition whatsoever till now. With the world's big super-luxury brands queuing up to enter the Indian market, DaimlerChrysler India, the subsidiary of the German parent that owns the Mercedes Benz brand, has been shoring up the brand's image by bringing in more of its latest generation cars, especially in its imported range.
More choice
The new S-Class was launched here in the middle of last year. It has won both critical acclaim and has a big following among potential buyers. The S-Class saloon is sold in both the completely imported and locally assembled forms and the S 350L and the S 500L come with 3.5-litre and 5.5-litre petrol engines. Thanks to its 12-year headstart in the market here, and being sensitive to the market dynamics that are somewhat unique to India, Mercedes Benz has now decided to also offer a diesel engine version of the S-Class. The latest addition to the S-Class range will dramatically improve the choice available to the customer in this segment. And, while the lower cost of running a diesel-engine car may be a bonus, in the super-luxury category, the engine will have to also satisfy the performance expectations of this segment of buyers.
Diesel power
So, how does the new S 320 CDI stack up? At its heart is the latest generation three-litre common rail injected diesel engine. Powering the rear wheels of the new diesel S-Class, is the 2,987cc V6 engine that features electronically controlled, common rail direct injection that is paired with a variable geometry turbine turbocharger. The engine generates 235bhp of peak power at 3,600 rpm and a whopping 540Nm of maximum torque is available from as low as 1,600 rpm, all the way up to 2,400 rpm. Engine redline has been set at 4,500 rpm. The engine is compliant with Euro IV emission norms. As with the S 350 L and the S 500 L, the S 320 CDI also comes standard with the `7G-TRONIC' 7-speed automatic transmission, which is unique to Mercedes Benz vehicles worldwide. A further innovation is Direct Select, an attractively styled steering-column selector lever, which can be gently nudged to operate the 7G-Tronic. The rated top speed of the new S 320 CDI is 250 km per hour and the car's acceleration timing from standstill to 100 km per hour is said to be an impressive 7.8 seconds. The new S 320 CDI has an adaptive brake system, with anti-lock brakes (ABS) and brake assist. Disc brakes are provided on all four wheels and an electronic stability programme also assists in ensuring that there is no wheel slippage. The new S-Class is exquisitely designed. It feels familiar, has a beautiful, streamlined shape with dynamic flowing lines that continue to give it an all-new, timelessly-elegant feel. The new distinctive headlamps, alloy wheels and plush interiors enhances its luxury look. As in the petrol versions, the interiors in the S 320 CDI too are designed for easy access. The seats are electrically adjustable, and when you remove the key from the ignition, the steering wheel glides up to allow easy exit and entry. The S-Class is exceptionally streamlined, and at higher speeds the body is lowered automatically to reduce air resistance. It has the lowest drag ratings co-efficient of 0.27 Cd among luxury cars . The excellent aerodynamics of the S-Class means that fuel efficiency is stretched to the maximum. What's more, the S 320 CDI will be sipping the cheaper of the two fuels too.
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