S400 Hybrid, Mercedes Benz's Ad Star
"The S400 gets the highest gas mileage in its class and has a terrific story to begin to tout green technology," Steve Cannon, Mercedes Benz USA marketing vice president told Autonews.
Until the end of the year, Mercedes will take an alternative approach for the promotion of their hybrid. The S400 is marketed via direct mail and online advertising. According to Cannon, the initial feedback has been "terrific".
The marketing plan is of vital importance for Mercedes, as the manufacturer plans on making the hybrid account for some 10 percent of its sales in the US. To reach that goal, Mercedes has also made the hybrid the lowest priced S-Klasse on the market: $88,825.
The hybrid is powered by a modified 3.5l petrol engine, mated to a 7G-Tronic automatic transmission and developing 279 horsepower, in conjunction with an electric motor that develops 20 horsepower and a starting torque of 160 Nm. The car uses up to 7.9l/100 km (29 mpg) and draws its power from a 120-volt lithium ion battery.
And this is only the beginning for Mercedes' hybrid line. According to Cannon, the future models to get a hybrid powertrain are the ML 450, a full hybrid, and the E400 mild hybrid in 2011.