Mercedes renames vehicles to avoid customer confusion

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Mercedes-Benz is changing the way it identifies its cars and light trucks as it prepares to launch 30 models, including 11 all-new vehicles, by 2020.

In addition to new models, Mercedes said it would also introduce new body variants and drive systems, Autonews reports.

“This results in an increasingly complex situation when it comes to naming the models,” a statement by the company said.

Mercedes joins Infiniti and Cadillac among luxury brands changing the way they name their vehicles.

The new nameplates will begin appearing next year when Mercedes will launch redesigned or freshened versions of all of its crossovers and SUVs.

Some dealers have said the proliferation of models has posed marketing challenges and caused confusion among consumers, especially when companies have adopted alphanumeric names.

Head of Mercedes Brand Marketing Communication, Jens Thiemer, in a statement said, “After more than 20 years of continuity involving some of the most recognised and successful product names in the world, we are now making our system of vehicle nomenclature even more understandable.

“The new nomenclature is a simpler, more transparent and more logical system for the designations of our model series, with the aim of providing clear orientation for our customers.

“Mercedes will have five core models: A, B, C, E and S. All crossovers will have a GL in their name in a tribute to the legendary G-Class and the letter that follows will indicate the vehicle’s size, similar to the way the company has differentiated its sedans through the years.”

According to the statement, the renamed crossover lineup is given as follows: the compact GLA keeps its name and is short for the GL A class, the compact GLK is renamed GLC for the GL C class, the midsize M class becomes the GLE for the GL E class and the all-new midsize coupe based on the current ML becomes the GLE coupe. While the G remains the same, the full-size GL becomes the GLS for the GL S class.

According to the report, the company’s four-door passenger cars with coupe-like styling would all have CL as the first two letters in their names and the third letter would refer to the size related to the core models. The cars include the compact CLA and the larger CLS sedans.

Beginning in 2016, Mercedes said the SL designation would be used on two-door roadsters and the third letter would indicate the size. The SLK would be renamed SLC while the SL name won’t change “in recognition of its iconic status,” the company said.

Furthermore, engines, other than gasoline-powered, also would get new designations with a single lower-case letter on the trunk lid: c for compressed natural gas, currently called Natural Gas Drive, d for diesel, replacing BlueTEC and CDI, e for electric and replacing Plug-in Hybrid BlueTEC Plug-in Hybrid and Electric Drive. Others are f for fuel cell, currently F-Cell and h for hybrid, currently Hybrid and BlueTEC Hybrid.