Mercedes admits R-Class was a failure
click above to view more images of the Mercedes-Benz R-Class
That the R-Class has not been the most successful vehicle in the history of Mercedes-Benz is no big secret, but after staunchly espousing its virtues for year, the automaker has finally admitted it. And as any recovering addict could tell you, admitting you have a problem is the first step on the long road to recovery.
Mercedes had pegged production of the crossover at its Vance, Alabama, plant at 50,000 units annually, with half of that staying in the United States. Last year, however, American dealerships sold only 18,000 units. According to Daimler CEO Dieter Zetsche, the R-Class "has definitely not lived up to our original plans."
Mercedes is planning a replacement for R-Class, and while it could retain the same big CUV/wagon set-up, the next R is more likely to take another format altogether. Mercedes biggest competitor at BMW, meanwhile, is evidently thinking otherwise with the X6 crossover it just unveiled yesterday.
[Source: Automotive News – sub. req'd]
Reader Comments (Page 1 of 3)
remusrm 11:16AM (1/15/2008)
really?
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John 6:47PM (1/18/2008)
I have to admit, I loved this car when it made it's debut at the LA Auto Show, but it seemed they were aiming for a market that just did not exist... a $60,000 people mover? Trust me, anyone who can afford this (even after they dropped the price) is NOT in the market for a car to haul their friends and neighbors around town. Those of us who need to carry this many people around are not shopping for a Mercedes Benz!
Mike 11:22AM (1/15/2008)
This was a good seller in my town among the $250k a year household, three kid toting housewife crowd actually.
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Robbie Paramor 11:25AM (1/15/2008)
The thing always did look like a poor relation to the Pacifica, with it's tail between it's legs!
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Adrian 11:27AM (1/15/2008)
SURPRISE!
I could have told you this ages ago.
Other immediately obvious and unavoidable failures that screamed "No one will ever buy me" right from day 1 (and were then eventually tanked):
Chrysler PT Cruiser Convertible
Saab 9-2x
Lincoln Blackwood
Jaguar X-Type Wagon
Such obscenely ridiculous decisions all of these cars were... and I knew it right away!!!!!!
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Gregg 12:03PM (1/15/2008)
And I knew right away?? So are you saying you've got some special powers to know what will sell or not sell? Hindsight does tend to be 20/20.
Cornholio 4:05PM (1/15/2008)
Wow, you're special.
Anyone got a gold star they can give to Adrian? His ego seems to need a boost.
psarhjinian 11:26AM (1/15/2008)
I bet that had to hurt.
German auto execs don't admit failure very often, and I'm suprised that the announcement wasn't sprinkled with a backhanded "the market just wasn't ready for our brilliant idea".
I liked the R in concept, but it really is an answer without a question: if you need an unglamorous people mover, you can get nearly as nice appointments in a top-trim Oddysey or Sienna. If you wanted something with more bling, you bought a seven-seat luxury SUV.
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TMC 11:28AM (1/15/2008)
I know only one person who bought one of these.
He is very wealthy, and very old. A bit eccentric too.
I'm guessing the other 17,999 of these were sold to people who were somewhere in between those three traits.
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MJL 11:28AM (1/15/2008)
Hell, I'll say it, I thought this car was going to be a hit. I think it's funereal backside and low fuel economy (and stratospheric price) are what killed it. Then again, the Pacifica didn't do well either. What does the market want? I guess mini-SUVs, now that the normal ones are going out of fashion.
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TMC 11:29AM (1/15/2008)
I know only one person who bought one of these.
He is very wealthy, and very old. A bit eccentric too.
I'm guessing the other 17,999 of these were sold to people who were somewhere in between those three traits.
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L.Wood 2:01PM (1/15/2008)
I do not know anybody who bought one of these. In fact, I don't know anybody who has bought anything because I don't know anybody who can buy anything that is less than 10 years old. I need to move my pan handling stand to a more affluent neighborhood. It is obvious I am out of touch .
psarhjinian 11:30AM (1/15/2008)
I bet that had to hurt.
German auto execs don't admit failure very often, and I'm suprised that the announcement wasn't sprinkled with a backhanded "the market just wasn't ready for our brilliant idea".
I liked the R in concept, but it really is an answer without a question: if you need an unglamorous people mover, you can get nearly as nice appointments in a top-trim Oddysey or Sienna. If you wanted something with more bling, you bought a seven-seat luxury SUV.
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Yayaja 11:32AM (1/15/2008)
This actually does seem like a surprise to me (I don't mean that sarcastically). I live in NY suburbs and I see these fug boxes everywhere. Its a minivan without looking like one, a perfect compromise for a snobby soccer mom.
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Andrew 5:19PM (1/15/2008)
Yup, as another NYC-burbanite I can confirm these are EVERYWHERE. I even filled up behind a R63 about a month ago, talk about a minivan-driver with an inferiority complex.
psarhjinian 11:32AM (1/15/2008)
I bet that had to hurt.
German auto execs don't admit failure very often, and I'm suprised that the announcement wasn't sprinkled with a backhanded "the market just wasn't ready for our brilliant idea".
I liked the R in concept, but it really is an answer without a question: if you need an unglamorous people mover, you can get nearly as nice appointments in a top-trim Oddysey or Sienna. If you wanted something with more bling, you bought a seven-seat luxury SUV.
Reply
psarhjinian 11:33AM (1/15/2008)
I bet that had to hurt.
German auto execs don't admit failure very often, and I'm suprised that the announcement wasn't sprinkled with a backhanded "the market just wasn't ready for our brilliant idea".
I liked the R in concept, but it really is an answer without a question: if you need an unglamorous people mover, you can get nearly as nice appointments in a top-trim Oddysey or Sienna. If you wanted something with more bling, you bought a seven-seat luxury SUV.
Reply
SteveC 11:36AM (1/15/2008)
BMW may have a similar problem on their hands with the forthcoming V5 (minivan, large hatch, etc?). This vehicle, seen in disguise recently, has a fastback rear instead of the chopped off rear of MBenz's R-Class.
I don't think BMW customers will buy the V5 in numbers the brass at BMW hope for.
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Todd 11:38AM (1/15/2008)
I have always thought those things were really neat, especially after seeing one in black, in person.
Maybe if they didn't start at $70,000.00+ more people would have bought them.
"Dear Mercedes, please keep making the R class, the bigger the better, just use more low end interior materials, and start with a plain old V6. I would buy one if it was 40k..."
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h8rain 11:47AM (1/15/2008)
Was it the same as a Pacifica or just similar in design?
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