Mercedes-Benz's new V-Class multi-purpose vehicle had its Chinese premiere in Beijing on Friday. The model has been available in Europe and America since 2014, and the German premium automaker expects to continue the market success in China. 

 

The V-Class contributed greatly to the global sales success of Mercedes-Benz vans last year. With a strong presence in about 90 countries and regions, the V-Class combines the functionality of a van with the defining strengths of a Mercedes-Benz saloon. 

 

Targeting larger families or those in need of transporting sports equipment, the model will be available in showrooms in April in three variants: the V 260, V 260 Exclusive and V 260L Exclusive, priced at 489,000 yuan ($75,600), 598,000 yuan, and 618,000 yuan, respectively. 

 

"The V-Class is a key product of our international growth strategy: 'Vans go global'," said Volker Mornhinweg, head of Mercedes-Benz Vans. "With the V-Class, we offer a MPV that meets passenger car standards and which can be adapted to market- and customer-specific demands worldwide thanks to a variety of equipment options. I am sure the V-Class will be popular with families, businesses and shuttle operators in China too," he said. 

 

Locally produced in Fujian province and tailor-made to meet the demands of Chinese customers, the new V-Class comes with a host of luxurious features that convey status while simultaneously delivering an elegant, tranquil ambience. 

 

Features include a panoramic sliding sunroof, large center console with refrigerator box and thermo-cup holders, folding tables on the front-seat backrests and luxury comfort seats in the rear. The seats are heated, and feature electrically adjustable backrests and thigh support, as well as an indulgent massage function. 

 

With changes in China such as the new universal two-child policy, Mercedes-Benz foresees a positive trend in demand for family-oriented vehicles that are both spacious and flexible in use. 

 

"China is one of the most important markets for Daimler globally", said Hubertus Troska, member of the Board of Management of Daimler AG, responsible for Greater China. 

 

"Our key strategy is to delight our Chinese customers with the best products, best services and of course best customer experience. We have managed to incorporate all those factors in our locally produced new V-Class and are confident that it will open many opportunities for our van business in China," he said. 

 

Localized approach  

 

Mercedes-Benz Vans expanded its plant in Fuzhou, Fujian province, with its first ever research and development center outside Germany in 2013, and the center focuses on locally produced and marketed models. Through this fully localized approach, Mercedes-Benz was able to take Chinese customers' specific needs into full account during the development process of its new MPV. 

 

Daimler, together with its partners, has invested around 1.4 billion yuan in the localization of its mid-size models including the new V-Class and Vito. 

 

The first batch of V-Class vehicles "Made in China for China" has already rolled off the assembly line at the Fuzhou production plant and will be in dealerships across the country in April. 

 

"The new V-Class MPV was born for China," said Bjorn Hauber, President and CEO of Fujian Benz Automotive Co. "Through in-depth market research and analysis, we have a clear understanding of Chinese consumers' actual needs when it comes to driving with family and friends, and will certainly bring you a driving experience that's 'Large as life'." 

 

By localizing production of the V-Class in Fuzhou, the company is openly catering to the tastes of Chinese customers while maintaining the high standards for which Mercedes-Benz is known. 

 

The plant in Fuzhou collaborates closely with the Spanish production site in Vitoria, which effectively supplies the company's global markets. Many employees from China have undergone intensive training at the Vitoria plant, and experts from Spain were present on-site in Fuzhou to assist their Chinese colleagues in kick-starting their production line. 

 

China's customers and car enthusiasts are becoming increasingly discerning and varied, and expect product offerings that reflect their increasingly refined tastes. With the functionality of a van and the typical strengths of a Mercedes-Benz passenger car, the V-Class seamlessly complements families, executives and VIP shuttle owners looking for a spacious, convenient, smart and luxurious vehicle. 

 

Demand for more spacious family vehicles that are adaptive and useful across a broad range of scenarios continues to grow, and Mercedes-Benz believes that it is the perfect time to bring the V-Class to China.