Photo: Mercedes Benz
People often talk about brand dilution and how it's affecting the auto industry. But for us regular folks who didn't luck out with a Merc birthday present at 16, it makes little sense. After all, what's wrong with Mercedes having a rival for the VW Golf?
It's a tough question to answer, but I think there's a clever way of explaining what's going on here. All the premium German brands stand for something – vast tech know-how, build quality and an experience that starts in the showroom and stays with you for the lifetime of the vehicle. But the "entry-level premium cars" aren't like that.
You get very little luxury and a lot of badge snobbery. It's like renting a limo to pretend that you're rich when you're really not. Or buying a fake Rolex just so people will be jealous.
To prove my point, I tried going into the online configurator on Mercedes-Benz.de and tried to push the A-Class to the limit of its cost. Starting with the A45 AMG model, I managed to get it to €73,881 while also avoiding some options which I thought were pointless. You start to realize this car doesn't come with some of the features you expect from a Benz, like a panoramic roof or parking sensors. In fact, even though this is supposed to be the most extreme hot hatch ever built, many AMG goodies cost extra, including suspension, aerodynamics, brakes and exhaust.
If you want more headroom and a bigger engine, how about an E 500 with a 4.7-liter 408 horsepower mill? You can even have all wheel drive for the same money as my well equipped A45 AMG. And for the ultimate in cabin space, even the GL-Class can be yours from €73,800.
All these cars strike me as real Daimlers, while the A45 AMG… sort of doesn't. The reason is that underneath, many bits are shared with the basic A-Class hatchback. They call it a "limousine" on the German website but for over €26,000, the basic model gives you almost nothing at all. Under the bonnet is a 1.5-liter diesel engine from Renault producing only 90 hp for the front wheels to "enjoy". It has no LED accents, no fog lights, no alloy wheels, no crisp paintjob and an interior that could put you to sleep.
So you see, with overpriced base models that cost almost as much as the real luxury deal, it's only a matter of time before people associate the Mercedes brand with steel wheels and plastic interiors. One great car from Lexus or Infiniti and the three-pointed star can suddenly start to look shabby, no matter the millions of sales they boast.
You get very little luxury and a lot of badge snobbery. It's like renting a limo to pretend that you're rich when you're really not. Or buying a fake Rolex just so people will be jealous.
To prove my point, I tried going into the online configurator on Mercedes-Benz.de and tried to push the A-Class to the limit of its cost. Starting with the A45 AMG model, I managed to get it to €73,881 while also avoiding some options which I thought were pointless. You start to realize this car doesn't come with some of the features you expect from a Benz, like a panoramic roof or parking sensors. In fact, even though this is supposed to be the most extreme hot hatch ever built, many AMG goodies cost extra, including suspension, aerodynamics, brakes and exhaust.
So you're going to spend almost €74,000 and get the fastest hot hatch ever made. What's the problem?
It's no longer the fastest, but that's not the point here. For that kind of money, you should be getting a real Mercedes, something that looks and feels truly luxurious and special, a bit like the CLS-Class four-door coupe. For just €66,000 or there about, a CLS 400 4Matic can be yours with cash to spare for options. This is a newer model that has been equipped with the 3-liter twin-turbo V6 engine that makes 333 hp.If you want more headroom and a bigger engine, how about an E 500 with a 4.7-liter 408 horsepower mill? You can even have all wheel drive for the same money as my well equipped A45 AMG. And for the ultimate in cabin space, even the GL-Class can be yours from €73,800.
All these cars strike me as real Daimlers, while the A45 AMG… sort of doesn't. The reason is that underneath, many bits are shared with the basic A-Class hatchback. They call it a "limousine" on the German website but for over €26,000, the basic model gives you almost nothing at all. Under the bonnet is a 1.5-liter diesel engine from Renault producing only 90 hp for the front wheels to "enjoy". It has no LED accents, no fog lights, no alloy wheels, no crisp paintjob and an interior that could put you to sleep.
So you see, with overpriced base models that cost almost as much as the real luxury deal, it's only a matter of time before people associate the Mercedes brand with steel wheels and plastic interiors. One great car from Lexus or Infiniti and the three-pointed star can suddenly start to look shabby, no matter the millions of sales they boast.
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