Mercedes introduces new names for its vehicles to avoid customer confusion

Mercedes-Benz is changing the way it identifies its cars and light trucks as it prepares to launch 30 models -- including 11 all-new vehicles -- by 2020.

In addition to new models, Mercedes said it also is introducing new body variants and drive systems.

“This results in an increasingly complex situation when it comes to naming the models,” the company said in a statement today.

Mercedes joins Infiniti and Cadillac among luxury brands changing the way they name their vehicles.

Some dealers have said the proliferation of models has posed marketing challenges and caused confusion among consumers, especially when companies have adopted alphanumeric names.

The new nameplates will begin appearing next year when Mercedes will launch redesigned or freshened versions of all of its crossovers and SUVs.

“After more than 20 years of continuity involving some of the most recognized and successful product names in the world, we are now making our system of vehicle nomenclature even more understandable,” the company said.

The new nomenclature is a “simpler, more transparent and more logical system for the designations of our model series, with the aim of providing clear orientation for our customers,” Jens Thiemer, head of Mercedes brand marketing communication, said in the statement.

Mercedes will have five core models: A, B, C, E and S.

All crossovers will have a GL in their name “in a tribute to the legendary G-Class,” the company said.

All crossovers will have a GL in their name “in a tribute to the legendary G-Class,” the company said.

The letter that follows will indicate the vehicle’s size, similar to the way the company has differentiated its sedans through the years. Here’s the renamed crossover lineup, for example.

• The compact GLA keeps its name and is short for the GL A class
• The compact GLK is renamed GLC for the GL C class
• The midsize M class becomes the GLE for the GL E class
• The all-new midsize coupe based on the current ML becomes the GLE coupe
• The full-size GL becomes the GLS for the GL S class
• The G remains the same.

The company’s four-door passenger cars with coupelike styling will all have CL as the first two letters in their names. The third letter will refer to the size related to the core models.

The cars include the compact CLA and the larger CLS sedans. Wagon or shooting brake versions of the cars are not sold in the U.S.

Beginning in 2016, Mercedes said the SL designation will be used on two-door roadsters and the third letter will indicate the size. The SLK will be renamed SLC. The SL name won’t change, “in recognition of its iconic status,” the company said.

Engines, other than gasoline-powered, also will get new designations with a single lower-case letter on the trunk lid:

• c for compressed natural gas, currently called Natural Gas Drive
• d for diesel, replacing BlueTEC and CDI
• e for electric, replacing Plug-in Hybrid BlueTEC Plug-in Hybrid and Electric Drive
• f for fuel cell, currently F-Cell
• h for hybrid, currently Hybrid and BlueTEC Hybrid.  

Mercedes will continue to call its all-wheel-drive models 4Matic.

In addition, two subbrands are being added.

High-performance AMG models will be called Mercedes-AMG and the range-topping S-class variant has been named Mercedes-Maybach.

The Maybach ultraluxury sedan will reappear in the United States as a subbrand and make its debut at the Los Angeles auto show later this month.

The Mercedes-Maybach S600 based on the redesigned S-class sedan will be the only model initially sold in the United States. It will go on sale in April as a 2016 model. A high-performance AMG version is expected later.

The range-topper of the S-class lineup will have a 6.0-liter V-12 turbocharged gasoline engine with an output of 530 hp.

Mercedes did not provide details about the car.

“Some of the features that distinguish it from the standard-production models include extra spaciousness, special seats and lavishly designed, prestigious interiors offering extensive scope for individualization,” the company said in a statement.

The car will compete with the Bentley Mulsanne and Rolls-Royce Ghost.

It is expected to cost considerably less than the sedan that was axed in 2012 after a dismal 10-year run. Pricing will be announced on December 18.