NEW LEVELS OF CLASS

German car giant Mercedes-Benz launched its all new C-Class Coupé and the third generation of its most successful sports car ever – the SLK Roadster – in spectacular style at an event in Beirut, reports Charlie Holding in Lebanon.

Held at SkyBar, one of the Middle East’s most fashionable nightspots, the Middle East launch of the sporty new models drew gasps from the crowd of media representatives, company officials and VIPs.

Unveiled using ground-breaking 3D-mapping technology, fireworks and dance performances to a soundtrack provided by leading DJs and musicians, the new models dazzled a city that has seen it all.

The latest additions mark a new direction for the German automotive giant, gearing the brand towards a younger market.

Speaking at the launch, Mercedes-Benz Cars, Middle East & Levant, director, sales and marketing, Frank Bernthaler, said: “2011 is a momentous year for Mercedes-Benz. It has been 125 years since the invention of the automobile by our founding fathers Karl Benz and Gottlieb Daimler and we are still creating cutting-edge luxury vehicles with ground-breaking designs.

“But this year is different. With these new models, this is the year that Mercedes-Benz stops being the car your dad drove, and becomes the car that you drive.”

It is easy to see why both new and experienced drivers would love to be behind the wheel of one of these mean machines. The C-Class Coupé is a sporty and compact marque with classic proportions, an expressive style and a range of technological features such as a new generation of telematics with internet access ... and its interior design is just as unique.

For the first time in automotive engineering, the trim parts are available in a porcelain piano-lacquer look, complementing the car’s unique interior.

It will be available in the Middle East with C 250 and C 350 engine versions. A 457hp 6.3-litre C 63 AMG Coupé V8 engine version is also offered, with the option to be boosted to 487 hp with the special performance package.

Meanwhile, designers say the new SLK Roadster marks the third generation of one of the most exciting and successful sports cars ever built, designed to take driving pleasure to a new level.

Efficiency and sporty flair come courtesy of powerful new 4 and 6-cylinder engines, which are up to 25 per cent more economical than their predecessors.

Also, in a world-first touch of innovation, Mercedes-Benz has added to the SLK a panoramic vario-roof, which switches to light or dark at the touch of a button.

Three new direct injection engine-powered models will be available in the region. Four-cylinder engines include the 184 hp SLK 200 and 204 hp SLK 250 and the 306 hp V6 engine in the SLK 350.

Prices are to be confirmed later alongside the Bahrain launch dates for the coupé and roadster models. For more information contact Al Haddad Motors on 17785454.