Mercedes plans to slash the price of its new E-Class models by 10%, despite significant new hardware -- and a complete interior and exterior redesign.
Aiming to undercut the competition, and stop a precipitous sales drop, Mercedes-Benz is taking the dramatic step of cutting prices on its all-new, 2010 E-Class sedan by about 10%, despite the addition of “significant” amounts of new content on the updated model.
The 2010 E350, with its 3.5-liter V-6, will start at $48,600, the automaker announced, during a media preview of the sedan, on Thursday. The ’09 E350 currently goes for $53,200. (The figures don’t include destination and delivery charges, which will come to $875 on the 2010 E-Class.)
The more powerful E550, meanwhile, will start at $56,300, also a cut of about 10% compared to the 2009 model.
The new E-Class will reach showrooms in June, and will boast not only a new exterior and interior design, but a revised suspension and an array of new technological features. That includes Distronic Plus with Pre-Safe Braking. That digitally-controlled system can sense a potential collision, alert the driver, or if necessary, begin to apply the brakes automatically. If the driver fails to react, the system will apply full braking, aiming to at least minimize damage and injuries.
The base BMW 535i starts at $51,925, while the 2009 550i starts at $61,225.00
Mercedes’ all-wheel-drive 4Matic system will become available on the various E-Class models, starting in September. It will come as a $2,500 option.
The high-performance E63 AMG edition will debut in November, though Mercedes hasn’t yet set pricing. In March 2010, the German maker will launch a diesel version of the new E-Class, and the E350 BlueTec will be available in all 50 states, unlike the current diesel version of the E. A final version of the redesigned midsize line, the E350 4Matic wagon, will be added in June of next year.
Mercedes officials won’t discuss the specifics of their pricing strategy, but beyond the desire to steal a competitive edge against BMW and Audi, it appears the German maker is also taking advantage of recent declines in the value of the Euro, which makes it less costly to import cars from Europe.