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Merc campaign to focus on C-class facelift

27-July-2004
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Merc campaign to focus on C-class facelift

Luxury car manufacturer, Daimler Chrysler India Pvt Ltd, plans a new print ad campaign for its C-Class Mercedes car. Hans Michael Huber, MD & CEO, Daimler Chrysler India, said the campaign will hit media by the first week of August and focus on the latest facelift introduced in the car.

Huber told exchage4media that the company had an advertising budget of over Rs 12 crore annually. “Print ads take precedence over electronic. This is a deliberate company decision. More emphasis is laid on events organized on a regular basis for old and new customers,” he said.

The much-awaited Maybach will be delivered by October in India, Huber informed.

Giving details of the facelift in the C-class, Huber said it has been the most popular Merc series in India since its introduction in 2001. So far 2,000 C-class cars have been sold. It is now available in two engine variants, the petrol C200 Kompressor and the diesel C220 CDI. The suspension and the steering have also been given a sportier look. Even though the changes will cost an additional Rs 2.5 lakh per car, the company has decided not to increase the price of the premium car. The company expects to sell 400 C-class cars this calendar year, he said.

India is emerging as a new manufacturing hub, and the company has achieved 50 per cent localization in both the C-class and E-class. The two models contribute 45 per cent and 35 per cent respectively to the company’s annual turnover of Rs 1,800 crore. The company earned a profit of Rs 34 crore last fiscal.

Daimler Chrysler India has made rapid strides on the export front. Components and software worth Euro100 million will be exported this fiscal from India compared to Euro 80 million last fiscal. The software strength will also be doubled in the coming three years, Huber said.

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