Driving The Premium Wave

Driving The Premium Wave

It’s now nearing the end of April 2017, and in the past 4 months we have already witnessed numerous car launches. These past 4 months have seen nearly 2 dozen vehicle models introduced, either as completely new models, facelifts or special editions. Of these, nearly half of them fall in the premium segment i.e. cars some of us will struggle to own and settle with just admiring it from afar or staring at the brochure and daydreaming about it.

And despite the general predictions of a weak consumer market, the first quarter of 2017 actually saw a year-on-year increase in vehicle sales (according to MAA’s statistics it’s up by 7%, led by mass market brands). This is likely a result of the numerous sales-oriented automotive carnivals and promotions, product life cycle and the concern a weaker currency will eventually drive prices up later in the year.

The premium marques too are enjoying some up-time. Despite some brands faltering, others like BMW, Mercedes-Benz, Volvo and MINI saw encouraging year-on-year increases of 17.9%, 11.6%, 7.3% and 5.1% respectively for Q1, with Mercedes-Benz leading in volume i.e. 2,988 units. That puts Mercedes-Benz in 6th spot among all car brands, and while that’s only about half of 5th place Nissan’s 1st quarter sales of 5,989 units, it’s still a very admirable figure considering its cheapest car, the A180, is RM 196,000 while Nissan’s cheapest, the Almera, is RM 69,000; it’s a figure even some mass market brands will give a kidney or piston for.

In economics theory, demand for upmarket products is mainly inelastic i.e. your brand will sell regardless of how much a plate of nasi ekonomi has increased in price, provided you have established your brand and created the desire for it. And premium brands like BMW, Mercedes-Benz and MINI (for example) have 2 types of buyers – those already with money to spare, and the dreamers who aspire to be part of the club. And what these 2 types have in common is pickiness, because when you’re paying top dollar, you expect an experience to match.

So it’s not just about selling a design, a long technical specifications sheet or Nappa leather to these buyers, it’s also about selling the ownership and lifestyle experience. Which is why these brands organize all sorts of customer engagement activities like track days and drives, e.g. MINI with its MINISCAPE, Mercedes-Benz with Urban Hunting and its Dream Cars, Porsche with its Driving Dreams program, etc. These drive experiences also let the owners, potential owners (and members of the media) experience and understand the cars more intimately, at the brand custodian’s expense.

So here’s a look (in alphabetical order) at some of the recent upmarket launches and driving experiences (scroll down for image gallery after story):

Note: Completely new model launches like the BMW 5 Series, Porsche Panamera & Cayman and Volvo S90 & V90 have been covered earlier

BMW 7 Series

The G12 740Le plug-in hybrid is locally assembled in Kulim and with the government’s incentive for hybrid vehicles, is tagged at a competitive RM 598,800 (on the road without insurance, with 5 years unlimited mileage warranty, free scheduled service program and tire warranty program); it’s RM 854k without the incentive.

The All-New BMW 740Le xDrive (8) - CopyBesides the eDrive technology (for the hybrid and electric driving pleasure), the 740Le also comes with xDrive, the first local BMW sedan with all-wheel drive. The car is powered by a 2-liter BMW TwinPower twin scroll Turbo engine with 258 hp and 400 Nm of torque, and a synchronous motor with 113 hp and 250 Nm, coupled to an 8-speed Steptronic transmission. The combined output is 326 hp and 500 Nm, with 0 – 100 km/h acceleration done in 5.3s and average fuel consumption of 2.5 liters per 100 km. The pure electric driving range is officially stated as 41 km.

The battery can be fully charged in 5 hours via the BMW i Wallbox Connect, or a little longer via a domestic power socket. The BMW 360° ELECTRIC program also allows owners of BMW EV and PHEV access to GreenTech Malaysia’s network of (currently) 181 ChargEV stations nationwide.

Other notable features of the include the ADAPTIVE drive mode which optimizes the car’s response to your driving style and road profile, adaptive 2-axle air suspension, BMW Display Key with LCD display (can be charged via the on-board Qi wireless charger), Park Assistant automatic parking, panoramic glass roof, Nappa leather upholstery and rear seats with massage function.

Mercedes-Benz E-Class

The Mercedes-Benz W213 E-Class range is now assembled in Pekan and offered in 3 variants – E200 Avantgarde, E250 Avantgarde and E250 Exclusive. The government’s EEV incentive has significantly reduced the prices to RM 348,888 (from RM 395,888), RM 378,888 (from RM 420,888) and RM 383,888 (from RM 425,888) respectively.

Mercedes-Benz Malaysia Locally Assembled E-Class Launch, Mark RaineAll 3 variants use the same 2-liter turbocharged engine but with different states of tune; and all get the new 9-speed 9G-Tronic transmission. The engine in the E200 produces 184 hp and 300 Nm while in the E250, 211 hp and 350 Nm. 0 – 100 km/h times are 7.7s and 6.9s respectively but average fuel consumption is rated the same across all variants at 5.9 liters per 100 km.

When it comes to toys, the E250 gets more, like the Multibeam LED headlamps which can dynamically alter and adapt the light distribution from the 84 LEDs, panoramic sunroof, wireless charging for mobile devices, 4-way lumbar support, Burmester surround sound system, 360° view camera, Keyless Go and Hands-Free Access. The E250 Exclusive also gets the traditional hood-mounted upright Mercedes-Benz star.

The E200 meanwhile has LED High Performance headlamps, reverse camera, heated front seats and interior aluminum trim. All variants enjoy electric sunblind for rear screen and roller sunblinds for rear doors, paddle shifters, Agility Control suspension, Parking Pilot, widescreen cockpit, Comand Online, Apple CarPlay & Android Auto, as well as Pre-Safe system, Pre-Safe sound and Active Brake Assist (the upgraded Collision Prevention Assist Plus system).

Mercedes-Benz Malaysia also previewed the upcoming E350e, a locally assembled plug-in hybrid set to be launched later in the 3rd Quarter.

MINI Cooper Countryman

You can argue that the Countryman is just a MINI Cooper with a different body but it nonetheless expands a segment of buyers for the brand – one who wants the fun associated with the MINI brand but needs extra cabin space for passengers.

MINI Countryman 2017 Han Sang Yun, Kidd Yam, MalaysiaThere are 2 variants available – the MINI Cooper Countryman and Cooper S Countryman. The former is powered by a 1.5-liter turbocharged 3-cylinder which produces 136 hp and 220 Nm, paired with a 6-speed Steptronic transmission. The official figures are 0 – 100 km/h in 9.6s, top speed of 200 km/h and average consumption of 6 liters per 100 km. The latter has a more powerful 2-liter turbocharged 4-cylinder engine that gives 192 hp and 280 Nm, paired with an 8-speed Steptronic. 0 – 100 km/h is done in 7.4s with speed topping at 224 km/h and averaging 6.5 liters per 100 km.

The fully imported Cooper Countryman and Cooper S Countryman retail for RM 239,888 and RM 269,888 respectively (on-the-road without insurance), inclusive of 4 years unlimited mileage warranty with free scheduled service.

Standard (but not limited to these) in both variants are automatic LED headlights with cornering lights, electronic differential lock control, 6 airbags, run flat tires, idle start/stop, MINI Driving Modes, dual zone climate control, powered tailgate, reverse camera, and cruise control with braking function.

The Cooper Countryman rides on 18″ Pin Spoke wheels and Firework Carbon Black fabric upholstery as well as Hazy Grey interior surfacing. On the other hand, the Cooper S Countryman has 19″ MINI Yours Masterpiece wheels, Cross Punch in Carbon Black leather upholstery, MINI Yours Piano Black illuminated interior surfacing, John Cooper Works leather steering wheel with paddle shifters, bodykit with Piano Black trim, fold-out picnic bench and Comfort Access powered tailgate (opening by foot).

Of course not every premium marque will enjoy equal success. A few will be the envy of the rest. But that is the name of this game. Going forward, we can expect the likes of Infiniti, Lexus, Lotus, Mercedes-Benz, Range Rover and a slew of other premium players to introduce new models to the local market; a sign that time is told differently by a Patek than a Seiko.

In my case, if I never have to work another day of my life, I will be terrorizing the road, I mean, enjoying the road in a Volvo FH truck with a customized trailer. I guess I’m a G-Shock kind of guy.

Enjoy the Gallery:

BMW 7 Series

Mercedes-Benz E-Class

E200 Avantgarde

E250 Avantgarde

E250 Exclusive

Mercedes-Benz Dream Cars Drive

MINI Countryman

MINISCAPE

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