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Published on February 2, 2008

TTC Motors has unwrapped the new locally assembled Mercedes-Benz C-class, the latest product offensive in the luxury carmaker's range in Thailand.

The C-class, one of Mercedes' most popular offerings, was already available last year as an import from Germany.

The local model comes in two versions, Avantgarde and Elegance, costing Bt2,999,000 and Bt2,799,000 respectively.

The new C-class is being launched nationwide today and all dealers have hosted events for invited prospective customers.

TTC is believed to be the second-biggest dealer for Mercedes-Benz. It sold 223 units last year - 10 per cent over target. Most were A-class and E-class cars. The C-class, as it was being phased out, did not win many sales.

"This year we expect to sell 20 per cent more than the units we sold last year. The new C-class is going to be one of the best sellers," Tipp Chantes, managing director of TTC Motors, said yesterday.

"We'll also focus on the used-car section, which is known as ID1. It's gaining popularity among customers as people are more confident in our fully tested vehicles, although they're priced 10 per cent above the market price for used Mercedes-Benzes."

Mercedes-Benz claimed the top spot in the luxury-car segment for the seventh straight year, with sales of 4,024 vehicles in 2007 for a market share of 55.9 per cent. That volume was up 15 per cent over 2006.

"With overall luxury-car sales down, the sales figures achieved by Mercedes-Benz are an indication of consumer trust in the product and the brand. To achieve the increases we did, both in terms of unit sales and market share, was an exceptional effort in a difficult year," said Wolfgang Huppenbauer, president and CEO of Mercedes-Benz (Thailand).

The company is now considering when to launch the diesel version of the C-class.

This year it plans to maintain its market share and remain market leader. The new C-class would come up to about 33 per cent of its total sales. The market is expected to pick up only after this year.

All Mercedes-Benz vehicles can run on E10 gasohol but not E20, Huppenbauer said.

"For a market as small as 4,000 to 5,000 units, we cannot have special models. We need the new government to set a clear direction to head in, in terms of alternative fuels. Once this is done, we shall start implementing it for our future products," he said.

Mercedes-Benz is testing its vehicles on biodiesel in Singapore and this information can be later used for diesel engines in Thailand. The Thai government has made it compulsory to sell B2 nationwide.

Vijo Varghese

 The Nation