New Mercedes-Benz S500 unveiled at subdued launch event

SO WHO’S the fairest of them all?

You would think that launching what is the flagship model in the Mercedes-Benz passenger car range merits a spectacular new product launch. But CATS Motors Inc., the exclusive Philippine importer and distributor of Mercedes-Benz vehicles, displayed good taste by unveiling the new Mercedes S-Class at a subdued launching event in a function room of the Manila Peninsula last Wednesday.  Daimler Southeast Asia president Wolfgang Huppenbauer, CATS Motors president Felix R. Ang, chair Gregorio T. Yu and sales and marketing vice president for Mercedes-Benz passenger cars Robert P. Shaw graced the invitation-only program.

Before revealing the latest version of the S500, CATS Motors executive Emy Arcilla announced that Daimler AG, on short notice, has donated 500,000 euros (P29.58 million) to support victims of Supertyphoon “Yolanda” (internationally known as “Haiyan.”) In addition, Daimler AG asked employees to make donations. To avoid red tape, the donation went directly to the German Red Cross, which has been represented in the Philippines since 2008, to bring vital relief supplies such as tents, kitchen sets, hygiene kits and plastic sheets for 15,000 survivors.  Arcilla quoted Daimler AG chair Dr. Dieter Zetsche as saying: “With our donation we want to help quickly and without bureaucracy to alleviate the plight of the people of the Philippines.  As a global company, we take our social responsibility, especially in such crisis situations, seriously.”

COVETED AWARD. This announcement was followed by a description of the new features of the latest S500, which has already won the coveted “Golden Steering Wheel” award in Europe as the best new car in the premium/luxury segment, thus maintaining its place in the list of winners of  this prestigious competition for the 23rd time.

DAIMLER regional head Wolfgang Huppenbauer

In developing the new S-Class, Mercedes-Benz engineers pursued perfection to the last detail to maintain the car’s rating as the best automobile in the world.  For the first time in the history of the S-Class, the development focus was on the long-wheelbase saloon because in Asia, the owner of an S-Class is most often chauffeur-driven, unlike in Europe and North America where the owner is usually the driver.

Media guests who attended the S-Class launch were encouraged to inspect, touch and sit in the S500 unit that was displayed in the Pen’s ballroom.  The interior of the new S-Class is functional, luxurious and future-oriented, with an elegant new command center, the “First Class Rear” incorporating a Business Center console combining personal comfort with practical convenience, a choice of five different rear seat variants with a corresponding number of different adjustable reclining backseat angles, a choice of six massage programs for back seat occupants, Thermotronic automatic climate control with the Air-Balance package offering active perfuming with four interior fragrances, air filtering by a sophisticated filter technology, and an ionization component that renders certain viruses, bacteria and spores inactive while freshening the air.

CONCERT HALL OR

COMMUNICATION CENTER. In terms of multimedia and communication features, the new S-Class is the first car in the world to be equipped with the unique Frontbass system as standard and to have a genuine multiuser system whereby independent access to the media sources of the entertainment system (radio, TV, Internet, navigation, DVD player and USB-connected device) is available from any of the four seats. Plus the Driver Control function that enables the driver to route any audio or video screen to the display and headset of any passenger or to play one of the audio sources via the onboard loudspeaker.

WHITE OVER BLACK The new S-Class sharing the spotlight with CATS Motors president Felix Ang, Daimler Southeast Asia president and CEO Wolfgang Huppenbauer, CATS Motors chair Gregorio Yu, and sales and marketing VP for Mercedes-Benz passenger cars Robert Shaw photos by eugene araneta

Two audio systems are available: the 590-watt, 13 loudspeaker Burmester Surround Sound System with additional DSP amplifier and the 1,540 watt, 24-loudspeaker Burmester High-End 3D Sound System with 24-channel amplifier.

The centerpiece of the new COMAND Online system is the Intel Atom, a processor whose performance fully equals that of components in the latest laptops.  All these transform the S500 into a communication center or a concert hall as required.

UNRIVALED. Unrivaled travel comfort, superior performance, trailblazing efficiency, exemplary safety are attributed to an overall technological concept that underscores the S-Class’ leadership credentials.  The engines combine high performance with low fuel consumption, thanks to BlueTEC and HYBRID technologies.  Systematic lightweight design offering weight savings of up to 95 kilograms in comparison with the previous model also helps to reduce fuel consumption.

The S-Class sets new standards here and in aerodynamics, aeroacoustics and vibration/noise comfort, too.  The standard AIRMATIC air suspension ensures superior ride comfort and handling stability.  The S-Class has a particularly high level of noise and vibration comfort, beginning with NVH measures relating to the body, suspension and powertrain, plus the dimensional concept for the interior includes all aspects of suspension, climatic, seating and intelligent assistance systems.

The S500 is offered at CATS Motors for P9.9 million.  Asked how many units CATS Motors aims to sell every month, Felix Ang replied with a smile: “As many as we can!”  He explained that the new S-Class is so much in demand globally that the Philippines has to wait for its allocation of units from Germany. Which indicates why the new S-Class does not need an extravagant launching party to be a great success in the premium car market.