Mercedes-Benz launches special edition model

New Delhi: Premium car manufacturer Mercedes-Benz India on Thursday launched its special edition C-class model in the city.

The petrol variant is priced at Rs 28.46 lakh and the diesel at Rs 31.3 lakh ex-showroom Delhi.

The company will initially manufacture only 60 units of the model in an effort to maintain exclusivity.

"This particular vehicle will be very exclusive and only 60 units will be produced," said Mercedes-Benz Managing Director and Chief Executive Wilfried Aulbur.

The models will come in three colours - red, black and white.

The special edition C-class will sport features such as re-designed air intake sills, chrome surrounds on the fog lamps, aerodynamic enhancement of the front apron spoiler, roof spoiler, rear apron spoiler and rear spoiler lip.

The car will also be equipped with devices that can enable the use of MP3 players, iPod and iPhone.

"The typical customer for C-class is between the age of 25 years to 35 years," said Aulbur.

Mercedes sold 3,625 units in India last year and expects flat sales in 2009 owing to the global financial slowdown. However, with another launch slated later this year, the company is hopeful of a healthier 2010.

"We expect 2009 to be a flat year (in terms of sales) but 2010 should be a significant as we will also launch the much awaited E212 edition soon," Aulbur said.

The company also plans to invest about Rs 150 crore in its retail chain over the next 18 months. "This investment will be made in cooperation with our retail partners," he said.

In the past seven months, Mercedes sold 1,630 units of which 770 are C-class cars.

Mercedes is aiming at expanding its presence from 25 cities next year. "We will have a very dense network in India to cater to our customers better," Aulbur said.

The auto major also plans to increase its headcount at its research and development facility in Bangalore from 300 to 400-500.

According to estimates, India's luxury car market will grow to 8,000 vehicles by the end of 2009, and Mercedes is eyeing a sizeable chunk of it.

"Our current market share is 36 to 38 per cent, with increase in the buying capacity of people we expect it to surge considerably," Aulbur said.

"We are betting big on India. We think India will grow and the country will spend."