The all-new Long Wheelbase (LWB) E-Class, Mercedes-Benz India’s 12th model launch this year, marks the second iteration of the LWB version for this sedan. But why did the carmaker bring back version-2? In an exclusive conversation with Mobility Outlook, Santosh Iyer, Managing Director & CEO of Mercedes-Benz India, explained that customer demand was key. 'Our clients wanted the best of both worlds: a chauffeur-driven experience during the workweek and the thrill of self-driving on weekends,' he said.
This sixth-generation E-Class, Mercedes-Benz's best-selling model in India, further cements the brand's dominance in the luxury sedan market, with over 57,000 units on Indian roads. Notably, the E-Class has the distinction of being the longest-running production car in India, with local manufacturing commencing in 1995. This new version not only enhances the brand’s sedan portfolio but also caters to the evolving desires of discerning Indian customers, he said.
The Genesis
Delving into the origins of the LWB E-Class, Santosh Iyer explained that in 2015-16, a pivotal moment emerged during comprehensive customer research. Mercedes-Benz uncovered an unmet need among its loyal E-Class owners; while the model had long been a favourite, there was growing demand for enhanced rear-seat space and comfort. 'Many of our customers spent their weekdays in the back seat, chauffeured from Monday to Friday, and reserved the weekends for driving themselves,' Iyer noted. Recognising this dual lifestyle, Mercedes-Benz decided to stretch the car, giving birth to the first long wheelbase version in 2017. This strategic move redefined the E-Class, strengthening its place in the market and sparking a new era of success, he said.
Reflecting on this evolution, Iyer further highlighted how the luxury car market has continuously shifted, with Mercedes-Benz at the forefront of innovation. 'We invented the car, and we continue to reinvent it,' he said, underscoring the brand’s commitment to technological progress. This “ability to anticipate customer needs and exceed expectations remains deeply ingrained in the brand’s DNA, propelling Mercedes-Benz to consistently lead the industry in luxury and performance,” he noted.
Satiating Dreamers
In today’s fast-paced world, customer expectations are evolving more rapidly than ever, and the challenge for any OEM is not just to meet but to anticipate these needs well in advance. Are the dreamers—the consumers—always one step ahead of what automakers envision? How does Mercedes-Benz consistently rise to meet and exceed these evolving aspirations?
'I think that credit goes to our colleagues in Stuttgart,' remarked Iyer, shedding light on the driving force behind the brand’s ability to stay ahead of the curve. 'If you go back to 1886 and ask people what they wanted, they would have said faster horse carriages, not cars. But we invented the car. That spirit of invention and reinvention is what makes Mercedes-Benz the most desired and loved brand,' he said.
According to him, Mercedes-Benz is not just meeting customer expectations, but exceeding them. In an industry where customer desires evolve rapidly, the brand continuously innovate. 'We aim to create a dream for our customers, not just fulfill it,' he said. This philosophy drives the company’s commitment to quality, value, and the overall ownership experience, he said.
Coming back to discussing success story in India, Iyer further emphasised the car’s unique standing in India: “We have made multiple ‘India-specific’ enhancements to the ‘Made in India’ E-Class, making the luxury sedan more suited to Indian conditions and customer requirements. The sheer response in terms of expression of interest puts a huge responsibility on us to deliver to customer expectations, and we are confident the new LWB E-Class will live up to its legacy, proudly carrying the badge of the ‘longest-running production car’ in the entire Indian automotive market.”
Manufacturing Excellence
Mercedes-Benz India not only leads in product innovation but also in manufacturing excellence, he said. 'Digitalisation is a big focus for us,' noted Iyer. 'Our plant is among the most advanced, offering the flexibility to manufacture different powertrains on the same line,” he said, adding that this innovation in production ensures that the company remains agile and responsive to market needs, whether it's for combustion engines or electric drivetrains.
The integration of cutting-edge digital processes has transformed Mercedes-Benz India’s manufacturing operations, enabling a high degree of precision, efficiency, and adaptability. This ability to innovate at the production level is a crucial element in the company’s success, ensuring it can meet the evolving demands of the automotive landscape while maintaining its performance, he added.
Gender Diversity
Beyond innovation in technology and production, Mercedes-Benz India is also setting benchmarks in gender diversity and inclusivity. The company has made significant progress in creating a more diverse workforce, particularly on the shop floor, where women are increasingly taking on key roles. This initiative is not merely a reflection of corporate responsibility but stems from a deeper understanding that diversity enriches perspectives and drives organisational growth.
'We are deeply committed to inclusivity, not just as a target but as a core value,' Iyer emphasised. Diversity fosters different ways of thinking, which is crucial for any forward-looking organisation. “It helps us innovate and adapt in a rapidly changing world, contributing to the overall betterment of the company,' he added.
This focus on diversity goes beyond numbers—it is about embedding inclusivity into the fabric of the organisation, recognising that varied viewpoints and experiences fuel creativity and innovation, ultimately helping Mercedes-Benz India stay ahead in an increasingly competitive market, Iyer concluded.
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