Mercedes-Benz focuses on safety for new E class

DaimlerChrysler is putting the accent on safety for the revamped version of its Mercedes-Benz E-class model, eager to move beyond the quality problems that dogged its predecessor and hurt Mercedes' image.

Mercedes E-class 2007

A successful sales campaign for Mercedes-Benz's second-biggest model line can fuel sales growth and fatten margins while demonstrating it has regained top form as a manufacturer of high-end cars that command premium prices.

"It takes longer to rebuild the image than it took to destroy it so they have to make sure that the facelift version of the E class is of a higher quality standard and more failure-safe than the pre-facelift version has been," said Bank Sal Oppenheim analyst Michael Raab.

"The signaling impact that could come from the E class is going to be huge in both directions. If after the facelift there is another wave of quality problems, that would be a major disaster," he added, but noted recent rollouts of other Mercedes-Benz models have been smooth.

Safety first

At a media preview of the E class last week, company officials stressed that the model's quality hiccups – especially in its on-board electronics – had been fixed.

"We solved the quality problems long ago but we have an issue that is following us around," acknowledged Silke Kauer, a product manager for the model series. "With this vehicle we intend to get rid of this negative (factor)."

Asked if she expected to win back disgruntled customers who had switched to rival products from arch-rival BMW or Volkswagen's premium arm Audi, she said simply "Yes."

Mercedes-Benz officials gave no sales forecasts for the facelifted version of the E class. The previous version has sold more than 1 million units since the sedan made its debut in early 2002 and the wagon version a year later.

Interior of Mercedes E-class 2007

Mercedes officials cite as selling points new design features including a larger and more upright V-shaped grille, more agile handling, engines with up to 26 percent more power and a price freeze for the four- and six-cylinder versions.

Prices start at $44,160 (36,424 euros) for the new E 200 CDI diesel model and horsepower rises to 136 from 122 without increasing fuel consumption from 27.3 mpg (6.3 litres per 100 km).

Fuel economy for the other versions – with the exception of the most powerful E 500 car – also holds steady or dips.

Officials devoted most of their time and energy to highlighting safety equipment made standard on the new E class.

Features borrowed from the top-of-the-line S class include systems that prepare cars for impending accidents by tightening occupants' seats belts and closing the windows and sun roof and that position headrests to help prevent whiplash injuries.

Exterior lights adjust automatically for city, country or highway driving, while brake lights flash on and off during emergency braking to warn following motorists to slow down.