I don’t know why people keep wobbling on about the price of fuel or city centre gridlock – the real crisis in the automotive industry is that we’re running out of car names.
So, pay attention at the back, because this could get a little complicated: the Mercedes-Benz GLK, ML, GL and SLK will now be known respectively as the GLC, GLE, GLS and SLC. Actually, that wasn’t difficult at all, was it?
This has all been done to place a greater emphasis on the five core models at the heart of the company – the A, B, C, E and S class vehicles – and to highlight the close mechanical ties the derivatives have with their respective models.
As part of the new strategy, words such as ‘BlueEfficiency’, used to differentiate engine types, will also be removed and replaced by a single lower-case letter. So we won’t have to work around mangled monickers such as the Mercedes-Benz C220 BlueTec BlueEfficiency again.
The reasons for all this rebranding, company chiefs say, is to enable customers to work their way around the model line-up more easily.