Mercedes Benz today promised to continue dropping the price of its new cars, having become one of the first premium manufacturers to offer reductions on certain models. The German firm, which has built its biggest ever stand at this year's British International Motor Show in Birmingham, said it wanted to ensure that its range of cars remained open to everybody.

"We were one of the first premium manufacturer to lower its new car prices, with reductions of up to 21 per cent on certain models," said retail operations manager Lawrence Good. "That brought the cost of the entry-level A-class model to just GBP12,790 on the road, making it the cheapest Mercedes-Benz ever sold in the UK.

"On top of that, UK buyers get three years' warranty (the norm for continental European customers is one year) and the unique Mobilo scheme that offers breakdown recovery for 30 years of their car's life." And to help show-goers get a closer look at the ever-expanding range of cars Mercedes has built its biggest ever stand at the NEC, which has two tiers and an access lift for disabled visitors to get to the second level.

"Because we're such a prestige brand everybody wants to come and see us, and we wanted to make sure that even if we were jam-packed people still have a chance to sit in the cars without having to wait too long," Lawrence continued. "We also make sure that all our cars - even those costing over GBP80,000 - are open to everybody. We don't believe in locking the really special cars away because you never know which thrilled youngster might one day be a customer," added Mr Good.

Mercedes-Benz is currently showing the new C-class Coupe for the first time in the UK, and interest in the racy model has been very strong, although it is not on sale in Britain until next year. And AMG, the carmaker's performance tuning arm, is also enjoying its most prominent appearance at the Show, with highlights being the hot CL 55 Coupé and ML 55 sports utility.

Lawrence summed up: "We're having a great Show so far; we just wish we were able to get enough of our special Mercedes-Benz carrier bags to the stand to meet demand - every time we get a consignment at our information booth they disappear in about 20 minutes!"

Auto market intelligence
from just-auto

• Auto component fitment forecasts
• OEM & tier 1 profiles & factory finder
• Analysis of 30+ auto technologies & more