Nothing like an old friend

Mercedes resurrects E230 badge and it immediately becomes hot seller

Some car names and badges are hard to get rid of, even if you try to ignore them, some motorists simply will not forget.

For Mercedes-Benz, that badge is the 230E, or, under the new naming convention, E230.

After an absence of a few years, the name is back in use but the numbers no longer denote the engine capacity as the car is now fitted with a 2,5-litre power unit but those are small details.

It is a small detail that fans are more than willing to ignore as long as they can have their old friend back.

The reason I am getting all nostalgic is to illustrate the proposition that the majority of car purchase are emotional buys and has very little to do with your head.

I read somewhere that most people have already decided whether they will buy a car or not just by looking at it. This is why car companies spend so much time and money making their cars as sexy and attractive as possible.

Well, most car companies do anyway…

So let us look at why the E230 is such a popular model.

Firstly it has everything to do with juvenile toilet ego; it’s about bragging rights, it’s about being able to say that mine is bigger than your engine…

Make no mistake about it, the E200 Kompressor is a good car but you see it only has a 1.8-litre engine and that will simply not d for some people, no matter how many horsepower the forced breathing can free.

Imagine getting into a conversation with friends at the golf club and having to disclose to your Honda Accord and Toyota Camry-driving buddies that your big Mercedes has a puny 1.8-litre four-cylinder under the hood.

After much restrained surprise, they will all nod sagely at the fuel efficiency, linear power delivery and overall performance but the now will come with curled lips of disapproval.

Although it is easy to label those who buy the E230 as status conscious social climbers, the car itself is actually a decent model and has enough differentiation to make it a plausible logical purchase rather than a purely emotional one.

Features like the panoramic sunroof, silky smooth 2.5-litre V6 motor, 7G-Tronic seven speed transmission and unique interior trim makes it a noticeably different car from the other siblings.

Obviously most people will buy the car for the engine because the V6 is a far more refined motor than the four-cylinder unit you find in the E200 Kompressor.

Apart from the mechanical refinement and distinct lack of vibration and harshness, the engine is a naturally aspirated unit and this gives it a more linear character which most traditional Mercedes drivers will prefer due to its more relaxed nature.

When matched to the 7G-Tronic transmission, the E230 becomes a fantastic mile eater and this will be a major consideration for a businessman on the go.

The combination of healthy torque spread and seven ratio means the E230 is a relaxed cruiser and passengers will arrive at their destinations hundreds of kilometres away whiel still fresh.

Then there is the interior trim package which includes stylish black bird’s eye maple which lifts the interior above the ordinary.

The usual comfort andluxury options such as Comand APS, linguatronic voice command, electric everything cruise control and leather makesthe cabin a great place to travel and work in.

Safety gets full marks as well with six airbags all around, including two curtain bags.

Anti lock brakes, electronic stability programme, tyre pressure sensors and PRE-SAFE front seats completes the safety equipment.

PRE-SAFE seats are unique to Mercedes Benz, basically they are linked to the sensors that regulate the electronic driver aids so that when the system detects a potential emergency, the seats will automatically upright themselves to the optimum safe position while the seatbelts are electrically tightened.

So you see, the old friend came back with a lot of new talent and those who choose her will enjoy the E230 for a whole host of reason that was not there before.

The price of privilege? RM398,888

E230 Features

2-Stage Front Airbags And Side Airbags For Driver And Front Passenger

6.5″ LCD Screen COMMAND APS With Navigation System

6-Disc CD-Changer

7G-TRONIC 7 Speed Automatic Transmission

ADAPTIVE BRAKE With HOLD Function And Hill Start Assist

Anti-Rust

Anti-Theft Alarm System With Interior Motion Sensor

Auto-Dimming Rear View And Driver’s Side Mirror

Black Bird’s Eye Maple Wood Trim

Brake Assist (BAS)

Central Locking

COMAND APS With Integral Radio

Electric Sunblind For Rear Windscreen

Electrically Adjustable Front Seats With Memory Function

Electronic Stability Programme (ESP)

Front to Rear Windowbags (Curtain Airbags)

Leather Upholstery

Linguatronic (voice control for telephone) – English

NECK-PRO, Crash Responsive Front Head Restraints

Power Windows

Pre-installation For Mobile Phone (Mobile Phone Not Included)

PRE-SAFE Positioning (Front Seat) Seat Belt Tensioners With Force Limiters (Front & Outer Rear Seat)

Rear Left And Right Side Airbags

Speed Sensitive Power Steering

SPEEDTRONIC Cruise Control With Speed Limiter

Split Folding Rear Seats

Steering Column and Exterior Mirror Electrically Adjustable With Memory

Sunblinds For Rear Doors

Sunvisors With Illuminated Vanity Mirrors

THERMOTRONIC Luxury Automatic Climate Control

Tyre Pressure Loss Warning System

Underbody Protection

Wood Leather Steering Wheel

Exterior

Bi-Xenon Headlamps with Intelligent Light System

Blue-Tinted Thermal Insulation Glass All Round

Electric Panoramic Sliding Glass Sunroof

Electrically Folding And Adjustable Exterior Side Mirrors

Parktronic System

Two-Stage Rain Sensor