Mercedes-Benz bucked the new car market trend in 2005
12 Jan 2006
Mercedes-Benz bucked the new car market trend in 2005, recording an increase in registrations over 2004 - and the success was shared across a number of models. According to figures released by SMMT, overall registrations at year end reached 82,247 new cars - the second highest in the company's history, and 0.3 per cent up on 2004. By contrast, the overall new car market dropped by almost five per cent over the same period.
Impressive debuts
New cars introduced throughout the year performed especially well: the new A-Class hatchback (launched in February 2005) recorded 11,034 units. September's new B-Class Multi-Activity Vehicle had a strong start, with 1606 registrations since its launch date.
The award-winning CLS-Class has been a hit with media and customers alike, and 3029 examples of the stunning four-door Coupe were registered last year. Over 1100 M-Class off-roaders were sold from mid-September 2005, again proving that a combination of quality, style, space and rugged ability is an attractive mixture for customers.
Enduring appeal
It wasn't just new models that caught the attention of customers - a range of generous complimentary engine and equipment upgrade offers throughout the year meant that C-Class registrations increased - 1.5 per cent over the entire C-Class family. There was a three per cent increase for popular Saloon models, with 18,121 taking to the roads. This performance was particularly impressive as the overall segment declined 8.5 per cent.
The CLK-Class Coupe stood its ground in a sector where registrations dropped sharply by a fifth - its performance softened to 5018 units, just 102 units behind 2004's results.
The most popular model in the entire range was the C 180 KOMPRESSOR Saloon, with 6,700 examples registered. The most popular diesel model - the C 220 CDISaloon - spearheaded the increasing share of diesel-engined variants. 40,140 CDI models were registered in 2005, 48.8 per cent of the total number, and 9.7 per cent up on 2004. This latest generation of modern, efficient engines giving excellent fuel consumption and a potent combination of refinement and performance have once again proved attractive to customers, making it clear that diesel is the only current 'alternative fuel' to petrol.
Dermot Kelly, Managing Director Mercedes Car Group, explained the results: Mercedes-Benz has always used its wide number of models to deliver sustainable registration performance across the range - and last year's results show the policy is working well. 2005 was a tough year, but the challenge was met head-on, and our strategy of adding value to our products has clearly paid off.
By offering customers complimentary upgrades to engines or specification on certain models, we were able to be buoyant in sectors where sharp declines were the norm, and to return strong performances. The added benefit is that our customers received even better value than before, and that's why so many have chosen to get behind the wheel of a new Mercedes-Benz.
Mr Kelly continued: Throughout the year we've worked relentlessly on further improving the experiences of our customers, and the hard work is paying off. While there's still a way to go before we achieve our objectives, the improvements we've seen across the retail network show we are on the right track.
More new products on the way
There are more new models arriving throughout 2006, ensuring that there's always something exciting around the corner. The incredible new S-Class Saloon - already receiving rave reviews in the media - arrives in showrooms on 16 March; whilst the innovative R-Class Grand Sports Tourer makes its UK debut in April.
Revisions to a number of models, including the iconic SL-ClassRoadster and the introduction of the new GL-Class seven-seat off-roader toward the end of the year mean that 2006 looks set to become another classic for the world's number one premium car company.
Dermot Kelly concluded: Taking into account the New Generation revisions and enhancements across the product range, our 'oldest' production model is now the SLK-Class Roadster - and that only arrived in June 2004. Our customers can purchase a Mercedes-Benz safe in the knowledge they're buying the very latest technology, built to our best-ever standards, and maintained by a state-of-the-art retail network.
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