The Mercedes Name Game

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 also is introducing new body variants and drive systems.

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

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

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

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

“After more than 20 years of continuity involving some of the most recognized and successful product names in the world, we are now making our system of vehicle nomenclature even more understandable,” the company said.

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,” Jens Thiemer, head of Mercedes brand marketing communication, said in the statement.

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,” the company said.

Photo Credit: Mercedes-Benz

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