Interview: Britta Seeger
Options: How is the new GLB positioned in Mercedes-Benz’s SUV line-up?
A member of Daimler’s board of management and responsible for marketing and sales for Mercedes-Benz cars, Britta Seeger answers questions on the marque’s SUV strategy in the compact and midsize segments. Britta Seeger: SUV models and compacts are important volume segments for us: Every third Mercedes-Benz is now an SUV, every fourth a compact car. A compact SUV like the GLB therefore combines all the success factors of our two highestvolume segments. The GLB also boasts some special features that we had not previously offered our customers in this segment, for example, seven seats. As a result, it is an outstanding fit in our model range between the GLA and GLC. And the highly positive response to our show car Concept GLB at Auto Shanghai demonstrates that our customers apparently see it the same way.
With the GLA, there already is a compact SUV on the market. What will happen to this model, and is Mercedes-Benz competing with itself?
In future, the family of compacts from Mercedes-Benz will comprise eight models, because there will be a successor to the current GLA. The two complement each other perfectly: The GLB is the most functional and most spacious representative of our compact-class family, whereas the new GLA will be positioned as the sporty brethren for lifestyle-oriented customers. With this clear positioning, both are rather unique in the segment of compact SUVs.
How about the GLC? Isn’t the new GLB encroaching on it a bit too much?
As far as length is concerned, the GLB and GLC might not be all that different, but they certainly are in terms of the wishes of the respective target groups: GLC SUV and GLC Coupé are mid-size SUVs; that is to say, they are positioned a whole segment higher. In this segment, customers place even more value on smooth running and ride quality as well as prestige. The model range of the GLC is broad and, like the equipment level, meets the highest and most diverse requirements. For example, the GLC and GLC Coupé in Germany come with 4MATIC all-wheel drive as standard; and, with Air Body Control, even an air suspension is available for this model series. Soon after the market launch of the model update, the GLC and GLC Coupé will also be available with six-cylinder engines again.
What is your favourite aspect of the GLB?
Definitely its multifunctionality, especially the optional seven seats. This makes the GLB ideal for parents to shuttle kids to the sports club or other leisure activities. Even friends can ride along in the GLB. And if the children are younger, four child seats in all can be installed.