Mercedes-Benz launches sports sedan AMG S63 at Rs 2.53 crore

When German auto makers take India seriously, Indians have a lot to savour in their plate. Adding to its repertoire of luxury cars, Mercedes on Tuesday launched its flagship premium sports car S63 AMG in Bengaluru with a price tag of Rs 2.53 Crore.

“The launch of a high-end exclusive sedan like Mercedes-AMG S63 is a fine instance of our successful ‘top of the pyramid’ product strategy,” Mercedes-Benz India managing director Eberhard Kern told reporters here.

This was the company’s tenth launch of the year and it has been able to create “a lot of excitement” for the brand in a market that is gradually showing signs of improvement, Kern said.

Mercedes has recently launched three more premium luxury models – S500 Coupè, AMG S63 Coupè and AMG G63 ‘Crazy Colour’ edition. This is the ninth AMG model in the Mercedes portfolio and also the tenth launch this year by Mercedes, which has promised 15 roll-outs in 2015.

Being an AMG, the car clocks 100kmph in 4.4 seconds when driven rear wheel and in only 4 seconds if you choose to deliver power to all four wheels using the Mercedes 4Matic drive train.

Talking about the Indian auto industry, Kern said, “The top end sector in India is growing strongly and Mercedes-Benz is leading it from the front. We’re confident of our strong market growth in the future.”

The Mercedes-AMG S63 sets new standards in terms of driving dynamics, lightweight construction, efficiency and bespoke craftsmanship, he said.

“This strong product drive underscores Mercedes-Benz’s customer focused approach which entails in offering the latest products to its patrons and enthusiasts from the global portfolio,” Kern said.

With the clads and bumpers redesigned, the front grillè makes you believe, this is not a toy for juniors.

The ‘top of pyramid’ model line-up plays a key role in creating customer fascination and an unparallelled modern luxury experience, the MD said.

The other two German giants – Audi and BMW – the biggest competitors to Mercedes, have established good hold over the Indian luxury market with competitive pricing and by localising the production of their internationally hit models in India.

Mercedes-Benz sold 6,659 units from Jan to June this year – a 41% rise in the sales compared to 4,717 during the same period in 2014. Responding to tough aggressive marketing and wide range of products, Mercedes now plans to set up 14 new showrooms across the country.