The all-new Mercedes-Benz S-Class has officially launched by Emirates Motor Company (EMC), the authorized general distributor for Mercedes-Benz in the Emirate of Abu Dhabi. Ushering in a new era of premium mobility, on the road performance and superior levels of technology.
Representing the highpoint of Mercedes-Benz’s legendary commitment to excellence and engineering expertise, the S-Class is where covetable luxury meets the highest possible levels of motoring innovation. To mark the launch of the S-Class at EMC, loyal customers were invited to a series of private lifestyle experiences, hosted within a private villa at the Fairmont Bab Al Bahr. Attendees were offered the opportunity to experience the S-Class lifestyle across four distinctive areas, highlighting features of the new car: design, exterior, interior and technology. To showcase the different individualization options for the new S-Class, attendees also personalised their own perfumes and Arabic cups.
“As one of the most eagerly-awaited, desirable and impressive automobiles ever produced by Mercedes-Benz, we are thrilled to offer our customers the opportunity to experience the brand-new Mercedes-Benz S-Class. Emirates Motor Company (EMC) has proudly been the authorised distributor of Mercedes-Benz in the emirate of Abu Dhabi since 1962. As an established and trusted automotive brand, Mercedes-Benz and EMC have greatly contributed to the incredible growth of the UAE’s capital and the nation as a whole by helping to drive ambition and deliver excellence – two qualities that are epitomised by this latest S-Class model.
“The arrival of the brand-new S-Class is a cause for great excitement, with the state-of-the-art sedan sparking huge levels of interest among our clientele, both new and old, right across the emirate. The undisputed ‘best car in the world’ the S-Class is a welcome addition to the much-admired fleet of Mercedes-Benz vehicles available to customers at EMC. Both a thrill and a pleasure to drive, or be driven in, the S-Class takes innovation, comfort and quality to new and exciting levels,” says Lawrence Good, General Manager at Emirates Motor Company, Passenger Cars.
Upgraded exterior design
With a short front overhang, a long wheelbase and a balanced rear overhang, the S-Class is designed as a classical sedan with perfect proportions. The wide track and flush-mounted wheels with modern designs give the vehicle a muscular look. The so-called character lines have been greatly reduced along the sides. The front section impresses with its high-status radiator grille.
The headlamps characterise the front aspect of the car, featuring the signature three-point daytime driving light that is typical of the S-Class, but this is flatter and somewhat smaller overall. The flush-mounted door handles are a completely new feature, that electrically extend when the driver approaches, or the outer surface of the door handle is stroked.
The dynamic appearance of the car is continued at the rear. Thanks to precisely designed, highly detailed interior features and certain animated functions, the rear lights contribute to the impression of high quality. They make the new S-Class unmistakable through day or night.
Interior ambience
Stepping into the S-Class the feel-good ambience becomes instantly clear, with a lounge character that is marked by elegance, high quality and lightness. The S-Class has always been a place for comfortable travel and relaxed working on the move. With this new generation, the interior has fully evolved into a true ‘third place’ – the ultimate link between home and office. The sense of space and comfort is accordingly generous.
Up to 19 motors in the front seats make for relaxed seating – a number that indicates the complexity of the technology installed in the seats. Ten different massage programmes use vibration motors to enhance the effect of a soothing massage with warmth on the hot-stone principle. Five different rear seat variants make it possible to configure the rear of the S-Class as a working or rest area.
MBUX: a new dimension in personalisation and interaction
No other innovation in recent years has so radically changed the operation of a Mercedes-Benz as MBUX (Mercedes-Benz User Experience). The second generation of this learn-capable system makes its debut in the new S-Class. The vehicle’s interior is even more digital and intelligent, as both the hardware and software have made great strides: brilliant displays on up to five large screens, in part with OLED technology, make the control of vehicle and comfort functions even easier.
The possibilities for personalisation and intuitive operation have become far more extensive. For example, the new 3D driver display allows a spatial view at the touch of a button for the first time. A real three-dimensional effect is achieved.
Two different head-up displays (HUDs) are available. The larger HUD provides augmented reality (AR) content. When navigating, for example, animated turn-off arrows are virtually projected onto the road lane. For the assistance functions, information from Active Distance Assist is shown. The image appears virtually at a distance of 10 metres. The display area corresponds to a monitor with a 77-inch diagonal.
The voice assistant “Hey Mercedes” is even more learn- and dialogue-capable by activation of online services in the Mercedes me App. Moreover, certain actions can be performed even without the activation keyword “Hey Mercedes”. These include accepting a telephone call. “Hey Mercedes” now also explains vehicle functions and answers general knowledge questions. In the S-Class, the voice assistant can also be controlled from the rear.
Enhanced protection
Intelligent bodyshell design and innovations in restraint systems confirm the leading role of the S-Class when it comes to passive safety. A high level of crash safety, lower weight and a highly rigid bodyshell ensure outstanding handling characteristics accompanied by excellent noise and vibration comfort.
The frontal airbag for the rear seat deploys particularly gently thanks to its innovative construction using a tubular structure. During severe frontal collisions, the rear airbag can considerably reduce the loads acting on the heads and necks of seat belt wearing occupants on the outer rear seats.
During a severe side-impact, depending on the direction and severity, the new centre airbag positions itself between the driver and front passenger seat, reducing the risk of their heads making contact. It is integrated into the driver’s seatback in the middle of the vehicle.
As the flagship company of Alfahim Group, Emirates Motor Company (EMC) – Mercedes-Benz General Authorized Distributor in the Emirate of Abu Dhabi since 1962, symbolizes the phenomenal growth and success the group has achieved.
In true Mercedes-Benz tradition, EMC continuously strives for customer satisfaction and excellence. EMC markets, distributes and services Mercedes-Benz vehicles, from luxury saloons through EMC Passenger Cars to the largest trucks from EMC Commercial Vehicles, providing quality service by certified experts. Operations in Abu Dhabi are carried out from purpose-built premises with a well-integrated network of showrooms, offices, part depots and workshops.
Alfahim Group is one of the UAE’s most successful family businesses. Based in Abu Dhabi, the conglomerate has played an intrinsic role in the development of the country’s progressive economy, and continues to harness its assets to deliver on a clearly defined mission: To remain a leading sustainable group of companies providing prosperity for future generations across multiple industries. Through its portfolio of companies across the automotive, real estate, energy and travel sectors, the group is a key contributor to Abu Dhabi’s Economic Vision 2030 leading to a more sustainable and diversified economy.
