Mercedes Sub-brand to Rival BMW i Division Could Come Alive

Mercedes sub-brand to rival BMW i division is expected soon; focus will be on introducing 10 plug-in hybrid models by end of 2017 initially

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Mercedes is one of the prime rivals for BMW in every luxury car segment the latter competes in. The traditional German nemeses have been part of entry-level premium categories and until the flagship spaces in the luxury division. Although Mercedes retained its coveted spot as the leading luxury automaker in India last year, BMW Group still tops the sector globally for a 11th year running.

BMW, Rolls-Royce and Mini comprising the BMW Group had combined to sell 2,247,485 vehicles at an increase of 6.1 percent compared to 2014 at the closure of last year. The BMW brand alone delivered 1,905,234 units at a surge of 5.2 per cent against 2014 sales to achieve annual sales record for fifth year in succession.

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On its way to record 32 per cent sales growth, the Stuttgart-based manufacturer launched as many as 15 products in India and some of the 12 products scheduled for 2016 have entered the market already. But for a sustained growth in the emerging countries and to beat BMW worldwide, Mercedes knows where to put big investments on.

BMW has its eco-friendly i division that amassed sales in markets around the world with the i3 and i8 models which the Mercedes is devoid of. In a recent interview with Mercedes-Benz’s Sales and Marketing boss, Ola Kallenius, it was revealed that the illustrious German marque is shifting its strategy towards making zero-emission cars.

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This could spawn a hybrid technology based subsidiary as the BMW i division. The Bavarian company invested over two billion Euros in the development of a new sub-brand initially with a clear focus on the future. The Moses Lake plant responsible for CFRP (Carbon Fibre Reinforced Plastic) manufacturing is one such example – highlighting on deploying lightweight techniques for series production.

Mercedes is investing on alternative drivetrains and by the end of 2017 around ten plug-in hybrid models will be introduced said Ola Kalllenius. The company will be adding more hybrid vehicles to its portfolio on priority including a GLC platform-based fuel cell model by the final quarter of next year.

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SOURCEAutocarUK