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Mercedes-Benz leans in with Bentley-baiting S63 AMG Coupe

9 Feb 2015

FEW car-makers can prosper in the rarified air occupied by high-worth consumers and even fewer repeatedly tap from the same clientele.

Mercedes-Benz has been integral with this select market wedge since its 500K and 540K sports convertibles of the 1930s and, 80 years and five generations of buyers later, is back to reinforce its presence.

The company is almost casual about prospects. It has orders for 50 cars ahead of delivery and adds two more models in the middle of the year.

It has rebranded and polished its old CL range and brought it back under the S-Class wing, fitting the logically-named S-Class Coupe with an exhaustive inventory of performance, equipment, convenience and safety jewels.

The AMG tag appears twice this year – one on the desirable S63 AMG and the second on its more exclusive V12-engined S65 AMG – while the less-expensive, slightly-less endowed and yet equally as alluring model, the S500, soldiers on at the back of the assault.

But while Mercedes-Benz points to loyalty as one of its biggest sales advantages, rivals like Bentley and even Rolls-Royce are becoming increasingly restless, hungry for sales and more aggressive on deals. Will the new German coupe have enough?

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Model release date: 1 February 2015

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