Mercedes Sports Tourer pumps up the adrenaline, priced at Rs 25 lakh

The latest addition to the Mercedes-Benz stable, the Sports Tourer, stole the limelight from Bollywood couple Genelia D'Souza and Ritesh Deshmukh at its unveiling at the Buddh International Circuit in Greater Noida on Thursday.

The luxury car, priced at Rs 25 lakh, is likely to hit the road in October.

Dubbed as a blend of a sport-utility vehicle (SUV) and a multi-utility vehicle, the B-Class Sports Tourer comes with the promise of opening up the brand new 'sports touring' segment in the country's car market.

"We are targeting consumers aspiring for adventure and an outdoorsy image and people who are looking at a new lifestyle," said Debashis Mitra, director (sales and marketing), Mercedes-Benz India.

To create consumer interest in the new segment, the company also launched the activity called Ultimate Touring Trail, where participants would get opportunity to spend some adrenaline-oozing moments with D'Souza, a skydiving enthusiast, as well as similarly inclined celebrities Kalki Koechlin and Gaurav Kapoor, who was also the host of the event.

Peter Honegg, managing director (MD) and chief executive officer (CEO), Mercedes-Benz India, said that the array of equipment, inspiring design, and highest standards of safety and comfort had made the new B-Class a product that appeals to the adventure-minded generation.

"The B-Class makes a definite statement about a lifestyle characterised by thrill and sophistication," Honegg said.

"The car meets the need of young individuals looking for a vehicle that is sporty yet retaining the essence of style."

Explaining the time lag between the launch and the actual availability of the car, Mitra said: "We want to launch a car with the right attributes and consumer profile. You can grow slowly and steadily instead on focussing on any position or numbers."

The vehicle's prototype is on display for potential customers across Mercedes-Benz dealer network. The company is also tying up with several operators to provide customised adventure packages aimed at engaging the target audience.

This would be followed up by an advertising campaign to introduce the sports touring segment to the market. It's time for adrenaline junkies to step on the gas.

Courtesy: Mail Today