Mercedes predicts 15 percent take rate for Bluetec-powered crossovers, SUVs
06/30/2008, 1:24 PM
By Drew Johnson
Despite diesel prices being well above gas prices at the pumps, Mercedes-Benz is confident that its new family of Bluetec diesel-powered crossovers and SUVs — the 2009 320 ML, GL SUV and R-Class crossover – will account for at least 15 percent of its crossover and SUV sales.
Set to launch in October, Mercedes feels that customers will over look both the price difference at the pump and the dealership – the Bluetec option will add about $1,000 to a vehicle’s MSRP – in favor of the diesel increased fuel economy. Mercedes claims that its new 50-state legal Bluetec diesel powerplant is between 20 and 33 percent more efficient than a comparable gasoline engine, allowing the ML-Class and R-Class to achieve 24 mpg on the highway.
Mercedes also cites its Bluetec technology is much more affordable than hybrid technology, which adds about $3,000 to the price of a vehicle. According to Mercedes’ calculations, a Bluetec SUV buyer will recoup the price difference about two years sooner than a hybrid SUV buyer.
Mercedes will also play up the Bluetec’s green side, with no fewer than 15 celebrities getting the keys to a complimentary Bluetec SUV. “Green is not going away, and it is growing in the consciousness of our customers,” Stephen Cannon, vice president of marketing for Mercedes-Benz USA, told Automotive News. “We would like to give that Bluetec logo as much cachet as the term hybrid has.”
06/30, 1:25 PM
posted by:
400horseSS
I really dont see a line of people lining up to buy cars and trucks that need $5 diesel, but thats just me.
06/30, 1:29 PM
posted by:
corvette
can i get a free one??????
06/30, 1:44 PM
posted by:
xyunya
corvette, of course you can get a free one, once you’ll become a celebrity.
Actually 1K premium is inexpensive compare to Europe. Even if diesel cost 20% more, this truck will get 25% better mileage and V6 will drive like potent V8.
06/30, 3:00 PM
posted by:
johnnycanuck
Every so often while driving I see/smell a fog of particulate so vast I find myself switching to the news station to see if Mount St. Helens has just let loose again, only to find that farther up the road it’s just an old Mercedes diesel pharting its way through traffic. While I have no doubt these new diesels are wonderful engines, Mercedes is going to have a tough time with that reputation on this side of the pond. Put that together with the ridiculous cost of diesel and I fear Mercedes salespeople are going to have to cinch up their lederhosen a notch to move these schnitzels.
06/30, 8:34 PM
posted by:
Gundy
I’d love an R-class with a diesel and 5-speed. But, obviously they’ll never offer a manual transmission wtih any of these. But yeah, $5 a gallon for diesel, ouch, even with the added mileage. But, why is diesel more expensive then “gas” is again? Wasn’t it always cheaper until recently?
06/30, 9:46 PM
posted by:
bigp
well if they sell they sell
07/02, 10:38 AM
posted by:
Z06ified
Smart people who know how to do basic cost-benefit analysis will see the fuel cost savings with these Bluetecs even with the higher diesel fuel prices, and will snatch them up. Dumb people who can’t do the math and think, will scoff at the high diesel price and buy the gas models. Mercedes estimates that about 15% of its U.S. buyers are smart people with high I.Q.’s. The rest are idiots.