First Impression: The New S-Class

I like what I have seen so far.

The new 2007 Benz, which has been driven on Europe’s roads for a few months now, will appear on American roads before long. Already, Mercedes-Benz is starting the marketing campaign.

I recall the previous inaugural advertisements for the outgoing W220 body S-Class (2000-2005). Historic figures like Mohammed Ali and Pablo Picasso were used as associations to the new purported genius of the car’s design. While the last S-Class was indeed a marketable success, it was a far more modest car when compared to the grander and more traditional W126 (1979-1991) and W140 (1992-1999) S-Classes. The W220 was set to be a break from convention.

Personally, I though it looked too much like a Japanese interpretation of a German luxury car.

An S-Class is supposed to be grand. Bashful big spenders usually shell out for the understated Audi A8 or the down right stupid Volkswagen Phaeton. Purchasing a $100,000 “People’s Car” is a waste of money and a lame statement.

The last S-Class was more suburban middle class in composure. It was an understated car that relied heavily on technology and the shock value that the car did not have the “three box” body of the previous generations. Overt technology in car design tends to age rather badly. Yet, this obviously appealed to many, though, sales figures would probably have been just as strong had DaimlerChrysler built a more traditional car.

The new Benz seems to be something of a compromise. The two strongest elements of the car’s design are Audi A8 and Maybach. A more upright and traditional grille is used. And once again, the blue Mercedes-Benz insignia is fixed to the top of the grille rather than around the base of the hood emblem.

The new Benz looks at once luxurious and performance oriented. It would seem that wheel arches are making a come back in sedans as they are pronounced on the new S-Class. Despite the clear influences from other car makers –including the BMW 7 and its much despised i-Drive- the S-Class looks original and bold.

The Maybach-like trunk lid and tail lights are a nice touch. The car is well proportioned and makes a strong visual impact from the side. A three quarter rear view of the hood does strongly resemble the current Audi flagship- which is not a bad thing.

Last month in Paris, I witnessed three of the new S-Classes- two in silver, one in black, all chauffeured. This is a good sign for Mercedes-Benz, as the S-Class is supposed to be the car of choice in which to be chauffeured.

The new S-Class, visually at least, represents a better balance than the last model, and a bold new step into the future. Finally, Mercedes-Benz is back on the road to making grand luxury sedans.

For more information on the new S-Class, visit www.mercedes-benz.com