Mercedes-Benz Sets Sights on Apple, Google

April 21st, 2016 by


If you believe that technology is playing a greater role in the development of new cars, you’re not alone. Companies like Apple and Google are inching ever closer into the automotive space, bringing with them years of technological expertise.

Perhaps that is why at the launch of the upcoming Mercedes-Benz S-Class Cabriolet launch, Daimler boss Dr. Dieter Zetsche noted that Google and Apple, not traditional rivals BMW and Audi, are the company’s “main benchmarks.”

The Daimler boss spoke openly about the impending challenge from the technology giants. Both Apple and Google are pouring hundreds of millions into developing new vehicle technology, with Google taking a particular interest in advancing autonomous vehicles with its low-speed, city-focused ‘Google Car’.

While Zetsche acknowledged that the challenge would be difficult, he remains optimistic that this is a storm Mercedes-Benz is well-equipped to weather.

An aggressive revival that began three years ago, the relaunch of the flagship S-Class, not to mention a fleet makeover, has the venerated German luxury brand on track to reclaim the top spot among global premium car brands.


Along with a comprehensive suite of available driver-assistive technologies (ATTENTION ASSIST®, DISTRONIC PLUS®, PRESAFE®, etc.) on a wide range of current vehicles, Mercedes-Benz has recently touted models, like the F 015 Luxury in Motion Concept Car (pictured), as a way to underscore the brand’s commitment to innovative new features and technologies.

Highlights for the F 015 Luxury in Motion Concept Car include:

  • Both manual and autonomous driving systems
  • Variable seating system with four rotating lounge chairs
  • Open-pore walnut wood floor
  • Six display screens that form a 360° virtual arena
  • A PRESAFE® Body Structure that inflates on impact, absorbing the energy of a collision
  • Electric drive system capabilities

Despite the challenges it faces, it’s clear Mercedes-Benz has a clear vision (no pun intended) for the future of its vehicles and the brand, and that future indicates a number of advancements and technologies designed to take the driving experience to a new level of luxury and convenience.

For more information on upcoming and current Mercedes-Benz models, please contact us online or visit Mercedes-Benz of Princeton at 2910 US-1, Lawrence Township, NJ 08648.

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