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Mercedes Benz has quietly launched a stripped-down version of one of its models, in what could be its first such move ever in its long-standing presence in the premium segment in the country. The company has made significant changes to its C 220 CDI and launched the model's executive edition priced at Rs 27.75 lakh (ex-showroom Mumbai), sources said. This is in a bid to take on rival BMW, which recently launched its 3-series corporate edition (320d) in India, priced at Rs 23.95 lakh (ex-showroom India).Mercedes has sacrificed features like sunroof, xenon headlamps, multifunctional steering wheel and parktronics, to mention a few, in its new executive edition. It will have a single CD changer and artico man-made leather seats. The company is learnt to have done away with the Classic and Elegance trim lines on C-class altogether. The executive edition is Rs 6 lakh cheaper than the top C-class variant, the Avantgarde. The car is already at the dealerships and is believed to have generated good customer interest as well. In comparison, BMW's 320d corporate edition, which it launched this February, is Rs 7 lakh cheaper than the 320d highline.Pointing out that the 'de-contenting', as the process is technically referred to, is for specific applications and not for generating volumes by bringing down features, Wilfried Aulbur, managing director and chief executive officer, Mercedes-Benz India Private Ltd, said, "We are looking at creating value for money for our customers, and expanding our reach in the tier II and III cities with strong after sales service."
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