The Beijing Mercedes-Benz project finally revealed its secrets yesterday. The E240 model is set to go into production next summer, marking a major milestone for the brand in China. This announcement coincided with the opening day of the China International Exhibition Center, where the new Mercedes-Benz model generated significant interest among visitors.
From morning until late afternoon, the silver-gray E240 at the Mercedes-Benz booth was constantly surrounded by curious attendees. The booth quickly became one of the most popular spots at the exhibition, drawing crowds that were hard to manage. Visitors entered Hall 2, passing through a maze of newspaper displays and children's art installations, before arriving at the Beijing Auto Holding Co., Ltd. stand. There, the E240 stood prominently at the entrance, making it impossible to miss.
Compared to last year’s auto show, which only featured Beijing Hyundai and Beijing Jeep, this year saw the addition of Beijing Automotive Industry Holding Co., Ltd. and Beiqi Foton, bringing more variety to the exhibit. Models like the Outlander and Foton trucks also attracted attention, leaving visitors eager for the upcoming car event next month.
A foreign visitor named Li, a die-hard Mercedes fan, rushed in early in the morning upon hearing about the exhibition. A mother with her child examined the car closely, while a mischievous child clung to the door handle. Two middle-aged men with digital cameras took turns taking photos of the "Big Ben" (a nickname for the car). The crowd was so overwhelming that staff struggled to keep up. One female staff member repeatedly apologized, saying, “There’s no information, I’m really sorry.â€
Wang Zheng, a booth representative, explained that the E240 is an imported model, but the version to be produced in Beijing next summer will use the same design. He said, “People kept asking if it was made locally. After I told them, they wanted to know when it would be produced in Beijing and how much it would cost.†The questions came fast and furious, leaving him overwhelmed.
By 3 p.m., Wang was still in the booth, wearing a yellow T-shirt. A 50-year-old man in a T-shirt even tried to get close to the car in the trunk, showing just how excited people were. “There are too many people here,†he said. “I’ll go back and do some research, then wait for the production in Beijing. I’m definitely going to buy one.â€
The original E240 was priced around 700,000 yuan, but that didn’t deter the crowd. The debut of the E-Class at the exhibition is seen as a prelude to Mercedes-Benz officially establishing itself in China. Earlier this year, on May 3, Premier Wen Jiabao of China visited Germany, where Beijing Automotive Industry Holding Co., Ltd. and DaimlerChrysler AG signed a feasibility agreement to produce the E-Class and C-Class sedans in China.
This followed an earlier approval from the National Development and Reform Commission for the joint production of luxury limousines. Under a cooperation agreement signed in September 2003, Beijing Automotive and DaimlerChrysler planned to manufacture the E-Class and C-Class in Beijing, with production expected to start in 2005.
The E-Class and C-Class models are among the most produced vehicles at Mercedes-Benz, with a combined annual output of 78 million units worldwide. Each model comes in five variants—Classic, Elegance, and Avantgarde—featuring advanced engines that meet European IV emission standards.
Mercedes-Benz’s E-Class and C-Class also boast 16 high-tech features, including the fourth-generation SBC braking system, panoramic sunroofs, electronic hydraulic steering, ADC suspension, four-zone air conditioning, ESP stability control, and more. These innovations will make the cars stand out not only in China but globally.
With the exhibition, Mercedes-Benz is gaining more visibility, and in the future, it will become a flagship product for Beijing’s automotive industry. It will serve as a symbol of the city’s economic development and significantly boost the influence of Beijing’s auto sector nationwide. Additionally, it will enrich the technological aspects of the 2008 Beijing Olympics.
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