Mercedes-Benz Malaysia confirms hood-mounted star to go away, limited only for S-Class
Hans · Apr 23, 2021 04:59 PM
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.
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.
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).
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.
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).”
“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.
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.
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.
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.
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.
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.