Mercedes-Benz Admits That It Made A Mistake

I remember I was on a television program as a guest when Mercedes-Benz's then North American CEO told the host that it would NOT be preparing an E-Class Coupe in AMG form. At the time it was disappointing to hear but then again it wasn't the end of the world.

I mean, there were how many other AMGs being offered at the time. But it just seemed peculiar that Mercedes would avoid an E-Class Coupe variant. A part of me thinks that Mercedes thought the C63 AMG was ample enough AND it didn't want to compete with the E63 AMG sedan or CLS63 AMG.

The funny thing is now the three-pointed star has observed the err of its ways.

Mercedes has admitted to PistonHeads that it was a mistake not to create an AMG version of the E-Class coupe and convertible, the facelifted versions of which go on sale in June without a flagship performance version.

“Seen from now, yes it was a mistake,” product manager Gerd Junginger told us. He said the decision was made seven years ago when the current generation was in planning. “At that time, AMG had a different strategy. Now they offer an AMG version in almost all the range...

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skytop - 5/26/2013 12:57:57 PM

+4 Boost

At least 5 people in the U.S. will be sorely disappointed.

TheSteve - 5/26/2013 5:33:44 PM

+5 Boost

I thought they were going to admit that their current Asian-looking styling was a mistake. I guess not. I guess it's working for them.

t_bone - 5/26/2013 9:41:49 PM

+1 Boost

BMW...now there's a company that will never admit a mistake.

Agent00R - 5/26/2013 10:19:48 PM

0 Boost

Well, I believe they did admit the 5-Series GT was a bad idea. Aside from that I agree with you.

TauronB2G - 5/27/2013 9:18:19 AM

+2 Boost

Oor so is the 3 series gt.
T

skytop - 5/26/2013 10:19:06 PM

+4 Boost

Mercedes made a bigger mistake by building the midrange E class on the bottom of the bucket C class frame.
Nothing says quality more than a product constructed of the cheapest, bottom of the line components. Not good for buyers but great for MB's bottom line. Oh, there's that 'bottom' word again!

GermanNut - 5/27/2013 12:20:47 PM

-1 Boost

Mercedes-Benz has made a lot of mistakes ranging from poor product planning (lack of AMG E-class coupe and convertible) to poor global strategic planning (its sales in China are a tiny fraction of Audi's and BMW's).

The biggest mistake for Mercedes-Benz, in terms of global sales performance, is the lack of attention given to the rapidly growing Chinese market. Audi has made China a hugely important part of its global sales growth strategy and has invested greatly in the market. Mercedes-Benz can't even seem to stop the infighting and discord between its local partners in China and those that sell imported vehicles.

It will take a lot more than creating an AMG version of the E-class coupe for Mercedes-Benz if it wants to overtake Audi and BMW in the global sales race.