Mercedes Icon Still Capturing Hearts After 10 Years
By Sonia K.

Bandar Seri Begawan - When the SLK-Class roadster appeared in Mercedes showrooms in autumn 1996, it represented nothing less than a revolution in the automotive world. Never before had the Stuttgartbased automaker presented itself in such youthful, dynamic and attractive form.

The SLK's looks instantly announced the new brand image - and a few minutes at the wheel made it clear that the new style was underpinned by impressive dynamic qualities.

Few, if any, cars before it were able to capture people's hearts the way the SLK did. It showed that driving could also engage the emotions and create a sense of joie de vivre.

For many people, it was a case of "love at first sight" that drove them to own this vehicle - a phenomenon which was reflected in the order books: the SLK sold out shortly after the market launch.

Following a major increase in production capacity, over 48,000 SLK models rolled off the assembly line in the first full sales year - some 50 per cent more than originally planned.

There was no looking back after this sensational start. In fact, the benefits which the compact roadster brought Mercedes-Benz were threefold: as well as being a fifth successful model series it became a symbol of the brand image with a powerful halo effect and - not least - it brought in new customers.

Indeed, some 42 per cent of the drivers in Western Europe who chose the roadster were new Mercedes customers. At the same time, the SLK-Class established a new market segment, whose volume has more than trebled over the last ten years and which now accounts for sales of some 161,000 vehicles worldwide.

In 1996, only two other car brands (apart from Mercedes-Benz) offered open sports cars in the SLK mould.

Today, there are already nine vendors in this vehicle class. There can be no doubt about it: the launch of the SLK-Class exactly ten years ago was the spark that triggered the explosive growth in the market for compact roadsters. -- Courtesy of Borneo Bulletin

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