Official: Mercedes Benz B-Class Diesel launch on 11th July

Mercedes Benz India will continue its product onslaught with the launch of the diesel powered B-Class sports tourer. A large hatchback, the B-Class has all the trappings of a mini-MPV owing to its versatility. The addition of the diesel heart could make the B-Class a more attractive buy in the diesel-obsessed luxury car segment of India, in which over 80%  of car sales come from diesel powered cars. 

The B-Class Diesel will feature the 2.2 liter-4 cylinder heart, the same unit that powers the A-Class diesel model. This engine will output 107 Bhp of peak power and 250 Nm of peak torque. Alhough this engine is available in a range of tunes, what with the same motor's powerful versions powering C-Class and E-Class car models, Mercedes Benz India seems to have chosen to detune the engine on its entry level luxury car models in order to create a better sense of differentiation. 

The price strategy of the B-Class is expected to be similar to that of the A-Class, in that the diesel powered models could be priced lower than the petrol versions, through the elimination of a few features on the former. The B-Class Diesel will be a CBU import until 2014. Mercedes Benz has plans of commencing CKD assembly of both its MFA (modular front architecture) platform based cars from 2014. The same year will also see the launch of another MFA car, the CLA sedan. 

The CKD assembly will happen at Mercedes Benz's Chakan assembly unit, off Pune, where the brand already assembles the C-Class, E-Class, ML-Class and S-Class models. Soon, the GL-Class SUV will join the CKD brigade.  Mercedes Benz is looking to recapture lost market share in the Indian car market, from rivals such as Audi and BMW. This explains the slew of launches that Mercedes has lined up for India, a launch program that's more aggressive than that of both Audi and BMW. 

Mercedes Benz, which is stuck with the image of being a staid brand of sorts, when compared to its Teuton rivals such as Audi and BMW, has been trying to change its image. One such measure, spearheaded by former Mercedes Benz India head Mr Peter Honegg involved high performance AMG cars. AMG models were made available at most Mercedes India dealerships for a car buyer to touch, feel and drive.

Through this measure, the brand wanted to convey its youthfulness, and its focus on high performance and driving pleasure. The MFA range of cars such as the A-Class and B-Class, priced well under 30 lakh rupees, is another move reaffirming Mercedes Benz's commitment to attract a younger crop of buyers. The brand is also highly active on social media outlets such as Twitter and Facebook, mediums through which it can connect to younger buyers and fans. On whether all these measures translate into actual success at the hustings remains to be seen.