THE launch of Mercedes-Benz's all new CLS-Class sports sedans as well as the E-Class families in China is the iconic German premium carmaker's latest commitment to China.

On the one hand, the two different product lines, targeting both the classic sedan and beautiful sports car segments, represent Mercedes-Benz's continuous efforts in expanding its offering to meet diversified market demand.

Also, the move made a strong statement on the successful integration of the sales and marketing operations of Mercedes-Benz China and local joint venture Beijing Benz Automobile Co that would allow it to embark on even stronger future growth in the world's largest auto market.

"We think it's a great idea to launch two cars at the same time, which not only marks a stronger cooperation of the sales organizations of Mercedes-Benz China and Beijing Benz," said Klaus Maier, president and CEO of Mercedes-Benz (China) Ltd.

"It also demonstrates our spirit of innovation and competitiveness in the market, as well as our confidence in furthering our business growth in China."

Maier told Shanghai Daily that although the E-Class family and new CLS were different cars targeting different customers, they could satisfy the diverse demands in respective segments in China.

According to him, the locally-produced "Best in its class" long-wheelbase E-Class sedan could be used for either business purposes, pleasure and family as well.

The sportier E-Class Coupe and E-Class Cabriolet focuses on lifestyle, while the new CLS embodies the perfect combination between a powerful and masculine sports car while retaining the functionality and comfort of a sedan.

Embodying the Mercedes-Benz brand DNA of innovation, performance, comfort and safety, the all-new CLS is available in three versions in China.

These are the CLS 300, CLS 350, and CLS 63 AMG at a price of 768,000 yuan (US$120,000), 968,000 yuan, and 1,778,000 yuan respectively.

"The all-new CLS has set a trend by combining the elegance and dynamism of a coupe, with the comfort and functionality of a sedan," said Bj?rn Hauber, executive vice-president of sales and marketing at Mercedes-Benz (China) Ltd.

"For the first time we're exhibiting all models in the E-Class family to Chinese customers, showcasing our great advantages in the industry after the alignment of resources with BBAC."

Strength of the unified sales and marketing organization not only paved the way for the successful launch of two models -- but has also lead to many fresh campaigns centered on the new E-Class range.

Hollywood superstar George Clooney is the face of the new long-wheelbase E-Class commercial - Clooney's first endorsement specifically for China.

"We are a big company but we make very fast decisions now," said Maier. "We have launched a lot of activities hopefully to change the sales performance of both locally produced cars and imported cars."

Moreover, the consolidated sales organization has also achieved positive business results, especially in September that became the first month to display a positive impact on sales.

Maier said more than 5,500 locally-produced cars were sold in September, compared to 4,000 units moved in August.

The stunning appearance of the all-new CLS on the launch event has immediately wooed Chinese consumers.

One week after the official launch, an exclusive media workshop was held at the majestic Rockbund in Shanghai, allowing Chinese consumers to have a closer look at the sports sedan that embodies a perfect combination of driving dynamics with outstanding luxury and style.

With the help of Mercedes-Benz experts from all over the world, the CLS sports sedan's design highlights as well as its numerous technological innovations have been well interpreted.

The nostalgic gentlemen's lounges of the 1920s and 1930s tell the story of Shanghai, already a dynamic and modern city at that time. But the legendary style it gave birth to also had a lot in common with many of Mercedes-Benz's timeless and fascinating models, just like the all new CLS.

"We believe, the CLS is a work of art - and certainly a fascinating expression of automotive culture," said Gerd Bitterlich, vice president and head of Eastern Region Mercedes-Benz (China) Ltd.

"Shanghai takes great pride in its rich historical heritage and culture. We, as Mercedes-Benz, can strongly relate to this: We see ourselves at the forefront of technology and design, being inspired by our rich history as the inventor of the automobile," he added.

Mercedes-Benz is the world's first car maker to open up the sports sedan segment with the first generation of CLS dating back to 2003, which embodies the brand DNA of innovation, performance, comfort and safety.

"The China market is the most important market for the new CLS," said Lutz Regelmann, vice president of product management at Mercedes-Benz China.

"We are confident that the new CLS is bound to continue the success of Mercedes-Benz in China and that of its predecessor," Lutz noted.

Andreas Kleinkauf, senior manager product management E-Class and CLS, Mercedes-Benz Cars, who was among many Mercedes-Benz experts attending the media workshop, told reporters that both customers' needs and engineers' enthusiasm to strive for continuous excellence, ideals and creativity, were behind the birth of CLS from the very beginning.

"When we have projects like CLS, it is really based on customer demands that have good opportunity on the markets," said Kleinkauf. "This also creates a lot of enthusiasm in our team because we are working on something pretty serious with high possibilities of success."

"We are happy to build a really new segment, which is finding more competitors following us," said Kleinkauf, "We still feel having created this segment, we are definitely leading the path."

The all-new CLS, second edition of its kind, not only inherited the qualities of its predecessor, but is also a true style icon and technological trendsetter.

Its elegant, distinctive and muscular design is reflected by sports car-like shoulder line, striking front design visual and the front edge of the structure above its wings sloping off towards the rear.

The new CLS is the first passenger car in the world to feature LED High Performance headlamps to ensure greater visibility for safe driving.

The new CLS is also an embodiment of refined sportiness, which boasts of ultimate performance through Mercedes-Benz's third-generation BlueDIRECT engine. The new electromechanical steering system enables more agile steering and handling, as well as lower fuel consumption.

Moreover, the new CLS does not compromise on safety features and includes ATTENTION ASSIST and PRE-SAFE? and up to 11 airbags.

Lutz said the new CLS was specifically designed to meet the requirements of the Chinese customers.

"When you look at the CLS, you see customers are fashionable with trendy lifestyle who basically lead an interesting life and have high education, and they just appreciate a perfect combination of a rational vehicle and emotion of a car," he reckoned.

The new CLS provides all the safety functions and comfort of a sedan and its large trunk and big rear space, big enough to pick up family, would all be highly appreciated by consumers who value practicality.

"Chinese customers have exquisite tastes and know about cars and our customers in China are much younger than any country around the world," Lutz continued.

"That's the reason why we launch the CLS 300 only in China because we do know that our customers focus a lot on the equipment, and they are also very smart business people who also want very good price for the vehicle."

In order to meet Chinese-specific demand, all CLS's sold in China come with a command navigation system featuring big screen, leather interior and 18-inch rims, which are larger than those available in Europe.

"At a very early stage, we invite customers from important markets and listen to their feedback," said Kleinkauf, "We do consider very carefully the market demand of customers, especially from China," he added.

With the introduction of fresh competitive products, Mercedes-Benz is aiming for an accelerated sales growth in China.

In the first three quarters, Mercedes-Benz delivered 139,400 cars under its Mercedes, smart, AMG and Maybach brands, presenting an impressive year-on-year growth of 38 percent.

Maier also expressed high confidence in the future, saying the car maker expects its sales growth for the whole year to be higher than the 20 percent increase of China's overall luxury car segment with the successful launch of all-new CLS and E-Class family.