Mercedes-Benz’s UK unit forsees no change in overall sector volume over the next four years but expects to increase the market share of its redesigned S-class by ‘conquest sales’ from rival manufacturers.
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Once the new right-hand drive range is complete, it expects to sell 2,500 in the UK in a full year, accounting for about 22% of the luxury car sector.
Left-hand drive S-class sales started in European countries last September and 150 right hand drive cars were sneaked into the UK for ‘prime’ customers at the end of last year, nearly three months ahead of the official UK launch date.
The outgoing S-Class has a 20% share of its sector in which less than 9,000 cars are sold annually in the UK.
Key competitors are the BMW 7-series – the current sector leader with 25% of sales, the Jaguar XJ (23%) and the Audi A8 (19%). Others, taking 13% in total include the doomed VW Phaeton, Maserati Quattroporte and Bentley Continental Flying Spur.
The UK is the third-largest S-class market after Germany and the USA. Sixty percent of sales are expected to be to retail customers, rather than companies, but only a third of customers for this top model stick with the brand come trade-in time, according to Mercedes.
Though the new car drips with standard technology, only around 7% of buyers are expected to order the latest optional gadgets such as night view assist, priced from £1,200, £1,840 distance plus braking and £2,310 active body control.
Mercedes UK expects the S320CDI diesel model, priced at £54,975, to account for 60% of sales. The £56,720 S350 is seen as the best-selling petrol version.
