Mercedes-Benz Malaysia confirms hood-mounted star to go away, limited only for S-Class

Hans · Apr 23, 2021 04:59 PM

Mercedes-Benz Malaysia confirms hood-mounted star to go away, limited only for S-Class 01

When the all-new W206 generation 2021 Mercedes-Benz C-Class made its global debut in Germany last February, it marked the phasing out of one of Mercedes-Benz’s most evocative design signature – the hood-mounted star logo.

Mercedes-Benz Malaysia confirms hood-mounted star to go away, limited only for S-Class 02

Regardless of which trim line buyers choose, the all-new C-Class will come with a centrally-mounted star logo on the grille, or so we thought.

(adsbygoogle = window.adsbygoogle || []).push({});

Also readAll-new 2021 Mercedes-Benz C-Class (W206) debuts; no more hood ornament, rear-wheel steering

Mercedes-Benz Malaysia confirms hood-mounted star to go away, limited only for S-Class 01

Too 'uncle' for today's buyers?

Last week, Mercedes-Benz unveiled the China-only long wheelbase variant of the W206 generation C-Class, and it came with a hood-mounted star!

Also read: LWB 2021 Mercedes-Benz C-Class L unveiled; more luxurious than the BMW 330 Li

Mercedes-Benz Malaysia confirms hood-mounted star to go away, limited only for S-Class 02

Chinese market long wheelbase C-Class L comes with a traditional grille

So what’s going on? Will the Chinese market’s styling option be offered to the rest of Asia as well?

Speaking at the sidelines of a media event yesterday, Michael Jopp, Vice-President of Marketing at Mercedes-Benz Malaysia explained that Malaysian customers overwhelmingly prefer a sportier look (with the centrally-mounted star logo).

Mercedes-Benz Malaysia confirms hood-mounted star to go away, limited only for S-Class 03

This is already reflected in the current facelifted, outgoing generation W205 C-Class. Both the C200 and C300 are only available in AMG Line trim, with a centrally-mounted star logo.

The W205 C-Class Exclusive Line, which had the hood-mounted star logo, was dropped from Malaysia in 2018.

Mercedes-Benz Malaysia confirms hood-mounted star to go away, limited only for S-Class 04

Pre-facelift W205 C-Class was the last to have the traditional hood-mounted logo

In other words, the hood-mounted star logo is going away for good, not just for the C-Class, but also for the rest of the Mercedes-Benz Malaysia’s passenger cars range except the S-Class.

“The (C-Class’) positioning in China is rather traditional,” explained Jopp.

Over in Malaysia, customer preferences are moving away from the traditional Mercedes-Benz styling cues, to the younger, sportier, AMG-like look.

“The customers’ voice are very clear, they prefer the sportier look ever since we launched the W204 (C-Class).”

Mercedes-Benz Malaysia confirms hood-mounted star to go away, limited only for S-Class 05

Hood-mounted logo is still available on the E-Class, but not for long (facelift is due)

“On the E-Class, customers can still choose between the Avantgarde, AMG Line, Exclusive Line trim, and customers overwhelmingly prefer the sportier look,” he added.

The Mercedes-Benz E-Class is available in three variants – E200 Avantgarde, E300 Exclusive Line, E350 AMG Line. The latter is the most popular E-Class variant.

Mercedes-Benz Malaysia confirms hood-mounted star to go away, limited only for S-Class 06

E350 AMG Line is the best-selling E-Class in Malaysia

However, Jopp adds that the Mercedes-Benz S-Class is an exception. “I cannot imagine that (hood-mounted star logo) would change on the S-Class ever!,” said Jopp.

“I think there was a time when customers prefer the S-Class look on the smaller cars, but these times are gone, clearly,” adding that Mercedes-Benz Malaysia switching the current C-Class’ offerings to AMG Line was due to overwhelming customer demand for the sportier look, versus the traditional (Exclusive Line) one.

Mercedes-Benz Malaysia confirms hood-mounted star to go away, limited only for S-Class 07

All-new W223 / V223 S-Class, note the rear-wheel steering

The all-new C-Class is not expected to be launched in Malaysia so soon yet. The model just went on sale in Europe last month and right-hand markets have yet to introduce it.

Mercedes-Benz Malaysia confirms hood-mounted star to go away, limited only for S-Class 08

Assuming that Mercedes-Benz Malaysia is following Daimler’s international markets’ sequence of new model introduction, the new E-Class and all-new S-Class needs to be launched first before the C-Class.

Also readMalaysia to launch CKD 2021 Mercedes-Benz A-Class Sedan, GLA, GLE - 5 new CKD models coming

At the same time, introduction of locally-assembled models (whose selling price require prior approval from the government) is delayed, not just because of issues with the government, but also semiconductor parts supply shortage, and Covid-19.

Mercedes-Benz Malaysia confirms hood-mounted star to go away, limited only for S-Class 09

The latter is because visiting engineers from the manufacturing principal have difficulty travelling to supervise the re-tooling of the local plant. This applies to all manufacturers, not just Mercedes-Benz.

(adsbygoogle = window.adsbygoogle || []).push({});

Hans

Head of Content

Over 15 years of experience in automotive, from product planning, to market research, to print and digital media. Garages a 6-cylinder manual RWD but buses to work.

Trending Discussion

Comments

Up to 20% higher than average trade-in price

2021 Mercedes-Benz C-Class W206 Upcoming Version

Upgrade

Add your car

Service powered by carsome

Latest Cars

Related Used Car

2016 Mercedes-Benz C 250 AMG 2.0
2016 Mercedes-Benz C 250 AMG 2.0
RM 171,100TBC

RM 174100

64,154 km

6 years

Petaling Jaya