The Sunday Mail
THERE was much pomp and fanfare when local Mercedes-Benz dealer Zimoco recently launched the new 2014 S Class (W222) in Harare, Zimbabwe. Predictably, the event was swarmed by the “big boys” in town. Businessman and socialite Sir Wicknell (B.I.G.) or Wicknell Chivayo turned heads when he took delivery of the first latest S-Class. This week, debate revolves around whether the new S-Class is indeed the best luxury sedan in its class or it is just overrated.
In Zimbabwe and Nigeria, a Mercedes-Benz is a status symbol. It is a loud statement that “I have made it”.
Is the new S-Class really the best luxury sedan in its class ahead of its rivals?
Well, it is “just” a luxury sedan because there are ultra-luxury sedans like Rolls-Royce Phantom and Bentley.
When you talk of the “Big Three” in the luxury sedan league, you are definitely talking about your Mercedes-Benz S-Class, BMW 7-Series and Audi’s A8.
Audi’s A8 and BMW’s 7-Series are Mercedes-Benz’s most fierce rivals.
It is undoubted that these three models are an epitome of the very best in terms of technological advancement for their brands.
Leaving nothing to chance, the “Big Three” have been outdoing each other in designs, engines, safety features, luxury and global sales.
In Zimbabwe, naturally, any chief executive officer would go for the obvious — a Mercedes-Benz S-Class, while a chief executive officer in South Africa would go for the BMW 7-Series and a chief executive officer in Europe would go for the Audi A8.
One of my wealthy friends recently chose the latest 2014 BMW over the new Mercedes-Benz S-Class and he said, “This is the best luxury sedan on the road, way ahead of the S-Class and if you need power, it responds brutally quick and smoothly. Truth be told, the new S-Class is overrated”.
He got me thinking very hard.
Considering his taste in cars, he owns an Aston Martin, a Rolls-Royce Phantom (drop-head coupe) and a Ferrari. I thought to myself that he could have a point.
We can’t ignore the fact that BMW, Audi and Mercedes-Benz have been in the game for a while and they do have similarities when it comes to style, electronic gizmos and levels of luxury.
Where Mercedes-Benz comes up with the V12 S600, BMW responds with the V12 760i or 760Li and Audi answers back with the W12.
Remember when it comes to the 12 cylinders league, Audi does not produce a V configuration engine but a W configuration engine which is basically two V6 engines mated together.
Audi launched the new 2014 A8L (L is for long wheelbase) a fortnight ago in India in an event that was reportedly graced by “Gone in 60 seconds” movie-star Nicolas Cage.
And BMW last week also announced that it will soon be launching the 7-Series “Exclusive Edition”, envisaged to raise the bar in the flagship’s interior and pushing it a notch higher than its rivals.
A8 is sold as “A8 — in a league of its own”, while Mercedes-Benz S-Class is sold as “Vision Accomplished” and BMW is selling its flagship 7-Series as “Sheer driving pleasure”.
BMW has been leading in global sales ahead of Mercedes-Benz for some time now.
However, the new S-Class has seen Mercedes-Benz record narrow sales while Audi was ahead of the pack for April sales figures.
The new S-Class is likely to be a game changer for Mercedes-Benz and it will push its global sales ahead of BMW and Audi, but I would adopt a wait-and-see attitude on that one because on the global platform, BMW has been ahead of Mercedes-Benz on sales.
It is my verdict that the S-Class proves its case against its near rivals because of its body design and comfort.
Head-to-head, BMW doesn’t sacrifice power for beauty, it is no wonder a few years ago BMW had adverts with the “Beauty lies in the eyes of the beholder” pay-off line.
In straight line acceleration, the BMW’s 7-series has beaten the Mercedes-Benz S-Class on several occasions despite both being rear-wheel drives.
When it comes to comfort, I will not take away anything from Mercedes-Benz, it is a more comfortable car when compared to its rivals.
However, I believe that the new Mercedes-Benz S-Class is overrated here in Zimbabwe where it is a status symbol.
The BMW 7-series and Audi A8 are alternatives to someone daring to challenge the status quo.
By the way, the S-Class aggressive marketing campaigns might be doing the trick.
From pay-off lines like “Engineered like no other”, “The best or nothing” to the current one “Vision Accomplished”, the new S-Class is outsmarting its nearest rivals, the Audi A8 and BMW 7 series, yet is it really the best in all aspects of automotive engineering?
