The ultraluxury version of Mercedes-Benz's new S-class sedan will be priced to compete with "$200,000 to $250,000" Rolls-Royce and Bentley models, Daimler CEO Dieter Zetsche said.
Scheduled to arrive in 2015, the "super S class" -- as it is known inside Mercedes -- will cover some of the elite ground Mercedes ceded when it killed the Maybach 57 and 62 sedans last year because of poor sales. But the range-topping sedan will be priced substantially lower, Zetsche said in an interview. It will compete with Rolls-Royce's Ghost and the Bentley Flying Spur sedan.
The Maybach 62 S was priced at more than $470,000 and competed with the higher-priced Rolls-Royce Phantom and Bentley Mulsanne.
Some of Mercedes' AMG high-performance models are priced at nearly $200,000, but with the superluxury S class, "independent of AMG, we will have a bigger piece of that segment," Zetsche said.
He said Mercedes will have a "much better cost basis," for the new ultraluxury sedan.
To differentiate it, Zetsche said Mercedes will offer technology and interior appointments that top those of the 2014 S-class sedan that goes on sale in September.
-- Diana T. Kurylko