Mercedes Attempts R-Class Rescue Mission

HOBOKEN, N.J. – Based on alarmingly low sales, the Mercedes-Benz R-Class cross/utility vehicle desperately needs a makeover, the kind normally associated with television shows about families down on their luck in run-down homes ready to topple over.

The brand’s bosses insist there’s nothing wrong with the product, which launched in 2005. It’s just not leaving the showroom floor.

Year-to-date, the R-Class is the seventh-best-selling vehicle in the Mercedes lineup, excluding the Sprinter cargo van, which is outselling the R more than 2-to-1. Its M-Class platform mate is having a so-so year – but outpacing the R nearly 10-to-1.

First-half U.S. sales are a paltry 1,409 units, down 29.3% from like-2009, according to Ward’s data.

If this keeps up, the R-Class might not be long for this world, or at least this country. China, interestingly, loves the R-Class, which is produced exclusively in the U.S. at Mercedes’ plant in Tuscaloosa, AL.

But the U.S. market never has embraced the vehicle. It must be that well-heeled Americans see through the ploy of dressing up a minivan in luxury clothing.

Understandably, Mercedes executives despise comparisons to minivans, which fit in a luxury-brand portfolio about as well as a fullback in a cocktail dress.

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But the low step-in height, car-like handling, 3-row seating, clever functionality and V-6 power place the R-Class at the head of the parade through Family Haulerville. All that’s missing are sliding side doors.

The ’11 R-Class arriving in showrooms by early August is not all-new. Much of the sheet metal is unchanged, as are the engines, suspension, transmissions and most of the interior.

Instead, Mercedes stylists focused on cosmetic improvements to the hood, fenders, grille, side mirrors, headlamps and taillamps.

The grille opening is larger than that of the previous-generation R-Class and stands more upright. Combined with the redesigned fascia and sleek, angular headlamps (replacing the old rounded ovals), the new front end looks more masculine and aggressive.

On the back side, new dual rectangular exhaust tips and fiber-optic LED taillamps add sporty flair.

Also new for ’11 is Diamond White metallic paint, replacing two shades that go away: Barolo Red and Sand Beige.

Inside, high-gloss burled walnut carries over as the sole wood trim, although maple is available by special order. A new eucalyptus wood trim is offered in other markets.

Two-tone interior color schemes also are available elsewhere, but not the U.S., which only sells monotone black, almond beige and ash gray. New interior features include unique stitching on seats, as well as a 3-dimensional instrument cluster.

Interior safety features are plentiful, including eight airbags and Neck-Pro adaptive front head restraints as part of the Pre-Safe suite of injury-prevention technologies, another carry-over from the previous-generation R-Class.

When sensors detect a collision is unavoidable, Pre-Safe responds within milliseconds to pretension seatbelts and deploy airbags for optimum protection.

New for 2011 is optional Blind Spot Assist, which monitors both sides of the vehicle and provides visual and audible warnings whenever the driver signals a lane change with another vehicle alongside.

Mechanically, the R350 BlueTEC, available in all 50 states, comes with a 3.0L DOHC turbodiesel V-6 capable of 210 hp and 400 lb.-ft. (542 Nm) of torque.

The gasoline offering in the R350 is the 3.5L DOHC V-6 that makes 268 hp and 258 lb.-ft. (350 Nm) of torque. Both the gasoline and diesel offerings come standard with 4Matic all-wheel drive. About 5% of R-Class customers are expected to pick the diesel.

The 5-spoke 19-in. wheels have been restyled, and 20-in. AMG sport rims are available as an option.

Impressions of the facelifted R-Class are hard to come by, with so few changes to the vehicle.

It remains relatively good-looking, but five years’ worth of anemic sales suggests luxury buyers prefer more conventional SUVs or CUVs. Rival brands BMW and Audi do not offer a vehicle that resembles the R-Class. There’s probably a good reason for that.

Let’s not be too hard on the R-Class. It’s inoffensive and functional, and the third row deserves credit for being comfortable and roomy for average-size adults.

With its low center of gravity, it handles better than many CUVs and SUVs (and minivans, too), aided by a standard self-leveling rear suspension.

The R-Class is nicer than any minivan on the road, but Mercedes considers it brand suicide to recast the vehicle as a minivan.

But a drastic problem requires drastic solutions. Marketing the R-Class directly to traditional minivan buyers certainly can’t hurt sales.

Through the first half, 214,861 minivans have sold in the U.S., up 10% from like-2009, according to Ward’s data.

Many of those transactions came from well-heeled parents and grandparents who might cross-shop a more expensive Mercedes. Pricing will be announced closer to launch, but expect tags to start around $49,000.

Come on, Mercedes – embrace your inner minivan!

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