Mercedes van stars in new commercial

Mercedes van stars in new commercial

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Photos by -Autonet.ca
GLEN WOODCOCK
Published: 07 12 2011

Mercedes-Benz Vito

DUSSELDORF, Germany - After trudging seemingly endless kilometres through truck assembly plants, our group of Canadian journalists got the message: Daimler AG is not just the world’s premier maker of luxury automobiles; it’s also a huge player in the global truck market.

The company’s big trucks and vans are ubiquitous in Europe, but its presence in the Canadian marketplace is a little more subtle. Most people wouldn’t even know that Daimler now owns Freightliner and Western Star, and some still think of the big Sprinter van as a Dodge.

Sprinter was developed just before the DaimlerChrysler merger in 1998, but since that unhappy union came undone in 2007 it has been sold in Canada with a Mercedes-Benz star.

And that’s one of the problems people like Miki Velemirovich hope to fix. He’s Canadian manager for Mercedes-Benz vans and has to figure out a way of getting blue collar buyers to feel comfortable shopping for a commercial vehicle in the plush setting of a Mercedes-Benz showroom rather than at a dealership where it would have been parked next to a Ram pickup.

One of the answers may be stand-alone Sprinter showrooms - much as Smart Fortwo sales areas have been kept separate from the upscale C-Class and E-Class sedans. There’s already one of these operating in Laval, Que., apparently with great success.

Another option that may be to sell and service Sprinters at Freightliner and Western Star truck centres. After all, the Sprinters sold in the U.S. are badged as Freightliners.

Velemirovich will be getting a new generation Sprinter in 2013 and hopes Mercedes-Benz will bring in the four-cylinder diesel to complement the six-cylinder diesel that is presently the only engine available in Canada. This 3.0-litre V6 generates a maximum of only 188 hp but, being a diesel, produces the kind of low-end grunt commercial operators appreciate - 325 lb.-ft. between 1,400 and 2,400 rpm.

The Sprinter most familiar to Canadians is the cargo van, but it’s also sold as a passenger van, cab chassis and minibus - in as many as three body lengths and three roof heights.

The biggest problem is price - $42,900 for a base cargo van, which is about $6,000 more than a full-size Chevy Express or GMC Savana. But Velemirovich believes he can convince buyers it’s more economical to operate a Sprinter and that there are cost savings in a two- or three-year open end lease that includes service.

Right now, Mercedes-Benz Canada has 12% of the commercial van market, but it hopes to expand that in 2014 when Canada will get the midsize Vito van which has been such a hit in Europe and the U.K. Velemirovich sees this as a real opportunity for his company because the midsize van market in Canada and the U.S. is changing.

Nissan is making a heavy push to sell its new NV, a bargain-priced Sprinter-like van.

And even though Ford plans on retiring its E-Series vans - North America’s best-seller - by 2014, a larger version of the successful Transit Connect from Europe will be a likely replacement.

Into this uncertain landscape rolls Vito - in panel van, crewbus and a combination of the two called Mixto - powered by the same diesel engines found in Sprinter.

Made in Vitoria, Spain, Vito has won many European awards and is even beginning to challenge the iconic black cabs on the streets of London. A button on the steering wheel steers the electrically operated rear wheels in the opposite direction of the front wheels, giving Vito taxis the same tight turning circle as their legendary competitors.

Vito can be ordered in 3,200mm or 3,430mm wheelbases with gross vehicle weights ranging from 2.77 tonnes to 3.21 tonnes, with a very car-like and driver-friendly front seat.

Passenger vans may be becoming passe on our continent, but it looks like an all-out war for the commercial van buyer is just beginning. Grab your hard hats, this ought to be fun.

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