Merc sets sights on a larger slice of local market
Vivek Law
NEW DELHI, January 13: Mercedes Benz is set to look at the world with "four eyes" and make a fresh beginning in the Indian auto market.And what better way to go in for a totally new marketing blitz than launch the entire range of three car models at the largest auto show in Asia, the Auto-Expo, say Mercedes Benz officials. The four eyes of the car primarily indicate a newly designed front of the car which has four circular headlights rather than the conventional flat horizontal lights. The company has decided to launch three new models of the car at the Auto-Expo, all with the four eyed feature. "This auto show is of immense importance to us as from now on we are going to look at the Indian market through four and not two eyes. This is an apt launch pad for the fresh beginning that we plan to make in the Indian auto market", said a senior company official. The three new models, E-250D (the diesel version), E-200 and E-230 have been created for the Indian market after a year of hectic effort in
getting feedback from prospective clients. "We have over the past year tried to ascertain the market demand for our products and have come out with these three models, including the diesel one. Apart from the four high beam lights there are some additional features thrown in as well like side-indicator near the driver's door etc", said the official. The stage is set for the show, with a dummy of the four-eye Mercedes staring out from the wall at the stall. "We expect a number of visitors to the stall who would be eager to see what Merc has in store for them", said an official. And even as Mercedes gears up to see the world with new eyes, other participants are busy giving the finishing touches to their stalls. Staff of Audi could be seen fixing the nuts and bolts at pillars supporting their stalls while clearing agents are working double time to get all the cars in their place before the D-day. According to Pradeep Ohri, manager, Orient Marine Lines Pvt Ltd, the official clearing agent for the
Auto-Expo, 32 cars have already been shipped in by them. "Some of the remaining would be brought in by Wednesday", he said. "Another clearing agent has brought in about 10 cars. We expect a total of about 50-60 foreign cars being brought in for the show", he added.
Copyright © 1998 Indian Express Newspapers (Bombay) Ltd.
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