Merc is revving things up despite a declining luxury car market
Mercedes-benz SA is banking on the ‘you only live once’ trend among consumers with its launch of 12 new ‘dream car’ products between now and December
It’s a well-known fact that, during times of economic depression, consumers often throw caution to the wind and splurge when they can ill afford it. It’s not called “retail therapy” for nothing.
In a post-pandemic world, the YOLO (you only live once) phenomenon has caught fire. People are so relieved to be alive that they’ve become more likely to spend recklessly rather than batten down the hatches.
Audit and consulting firm Deloitte conducted a post-pandemic survey last year and discovered that “splurging to treat yourself is generally a worldwide phenomenon”.
More than three in four consumers surveyed globally said they had made a splurge purchase over the past month, despite only 42% saying they could afford to spend on something that brought them “joy”.
Experiencing retail “joy” included buying expensive lipstick, going to a pricey restaurant or purchasing a dream car. The YOLO mentality is clearly driving this “carefree” attitude in consumers.
Mercedes-benz SA will be banking on this trend as the brand will launch no fewer than a dozen new “dream car” products between now and December.
The local arm of Merc has already started the year on a bullish note with the launch of the new GLC Coupé and the updated GLE.
Before I review both vehicles, it’s sobering to note that premium-vehicle sales across the three dominant luxury car manufacturers in South Africa – Audi, Mercedes-benz and BMW – have more than halved in the past decade, with sales plummeting from 71,889 in 2014 to 26,202 in 2023.
Mercedes-benz GLC Coupé
I recently got to drive this rear-slanted, fastback-styled beauty at a media launch at the V&A Waterfront.
Being unfashionably fond of diesel in
these times of “go all-electric”, I was thrilled that the newly styled GLC is (for now) only available in two diesel engines. Merc plans to add turbo-petrol AMGS to the range at a later stage.
For starters, there’s the 220d with its 2.0-litre mill, offering 145kw of power and 440Nm of torque. At the top of the coupé range is the 3.0-litre 300d with 198kw and 500Nm.
The GLC comes in all-wheel drive with a 9-speed Tronic transmission, plus there’s some mild hybrid tech which offers a 48V electric starter system, adding up to 17kw/200nm at peak points. This helps its more fuel-efficient diesel engine to show returns of about 6L/100km.
The 220d is slightly more frugal, and on long drives you’ll probably get her under 5L/100km.
In terms of speed, the 300d can hurtle 0100km/h in 6.4 seconds, whereas the less powered 220d takes about eight seconds.
As expected in a luxury SUV, the interior has premium appeal with plenty of leather and floating instrument and infotainment panels, although there are a few plastic bits in the cabin that unfortunately feel a little cheap. Overall, the interior is essentially the same as in the straight GLC.
We took our GLC coupés around the Cape Peninsula, but with tourist season still pumping, much of the drive was unfortunately hampered by frustrating traffic, especially on Chapman’s Peak. Even so, it was clear that both diesel engines offer impressive power and smooth handling.
Mercedes-benz GLE
After bidding farewell to the GLC, less than a fortnight later I
found myself test-driving the updated GLE and GLE Coupé.
The GLE is a damn fine – albeit expensive – SUV. It’s gorgeous to look at, exudes luxury and premium appeal, and is superspacious and comfortable.
The “entry-level” 300d offers more than adequate power (198kw) and torque (550Nm).
Our unit was fitted with 22-inch low-profile tyres, which I would definitely not choose if I were someone who did rougher surface driving.
The more feisty 450d offers significantly more power and torque at 270kw and 750Nm, and there’s an added electrical boost on both models of 15kw and 200Nm.
The air suspension, which comes standard in both models, enables a smooth and cushioned ride. The steering is precise and the fuel consumption on the 300d is quite gasp-worthy for such a large SUV, coming in at only 7L/100km.
Despite the economic crisis, research has shown that customers tend to be particularly brand loyal during trying times and stick with high-quality products that have a reputation for being trustworthy.
Mercedes-benz has plenty of credibility in this arena. And when it comes to customers who can afford cars in the R2-million-plus range, there are those who have probably even managed to grow their wealth during the recession and will always embrace badge over price.