Business Today Egypt | October – November 2023, Special Edition

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“Defining Class since 1886” – Mercedes-Benz at IAA Mobility 2023
Since the invention of the automobile by Carl Benz 137 years
ago, Mercedes-Benz has consistently set the benchmark. From A-
Class to S-Class and beyond, the company’s uncompromising vision
continues to shape the development of the automobile like no
other vehicle manufacturer. At this year’s IAA Mobility, Mercedes-
Benz is underpinning this pioneering spirit. In addition to the Concept
CLA Class, other show cars and the latest range of electric
and electrified vehicles are on display. The “Defining Class since
1886” theme forms the backbone of a global marketing campaign
brand film, which has been launched at IAA Mobility in Munich and
then rolled out around the world.
The new Concept CLA Class
Mercedes-Benz Group AG CEO Ola Källenius unveiled the
forerunner to a whole new model family at the Mercedes-Benz
Pavilion on Apothekenhof at the Munich Residence in the centre
of the city. In the age of electric and digital innovation, this
concept CLA defines the company’s vision to elevate the vehicle
portfolio at the gateway to the brand. Based on the new
Mercedes-Benz Modular Architecture (MMA), it makes its mark
through long-range efficiency, pioneering innovation, a beautiful
and extraordinary aesthetic, sustainable materials and an
entirely new operating system, MB.OS. The Concept CLA Class
was revealed at a special Pre-Night event at the Mercedes-Benz
Pavilion, complete with an appearance by tennis legend Roger
Federer, a kinetic light show and a live music performance from
French pianist Sofiane Pamart.
World premiere – E-Class All-Terrain
Mercedes-Benz is proud to present the world premiere of the
E-Class All-Terrain – the latest member of the new E-Class family.
As the most versatile E-Class variant, the All-Terrain combines
stand-out looks with the impressive functionality of the Estate
and the wide-ranging innovations of the new E-Class generation.
The All-Terrain “all-rounder” ushers in a range of modifications
over the standard model: more ground clearance, larger wheels,
switchable off-road modes, plus 4MATIC all-wheel drive, the E-
Class All-Terrain is engineered to make light work of dirt roads
and gravel tracks.
Striking, efficient and intelligent – quartet of new
EVs revealed
Alongside the new Concept CLA Class and the E-Class All-Terrain
are three all-electric models making their IAA Mobility debuts
– the EQA, EQB and EQV people carrier. Each new model benefits
from a host of upgrades that align with the brand’s luxury strategy:
More distinctive design details, technology updates including the
latest generation of MBUX, additional comfort and functionality,
and more intelligent driver-assistance systems designed to make
everyday life easier and less stressful.
Mercedes-AMG GT Concept E PERFORMANCE
– electrifying the Mercedes-Benz performance
brand
At this year’s IAA Mobility, Mercedes-AMG revealed the Mercedes-AMG
GT Concept E PERFORMANCE. Using technology
transfer from the Mercedes-AMG PETRONAS F1 Team, the hybrid
system combines the qualities of a powerful V8 petrol engine with
those of an Electric Drive Unit on the rear axle, delivering more
than 800 hp.
62 November 2023
www.BusinessTodayEgypt.com