He spoke at the next round table:

Post-crisis car market trends

"Potential car buyers, in terms of savings, are only 20% of citizens"

“There is pent-up demand for small SUVs”

The Russian automotive market has not yet reached the pre-crisis level by most indicators. However, according to one sign, albeit a formal one, it can already be judged that the peak of the global crisis has been passed: the purchasing power of citizens has grown compared to last year. On this wave, most automakers are trying to "catch up" - developing dealer networks and local production, bringing new models to the market, including "budget" ones, etc.

Andrey Rodionov, Head of the Corporate Communications Department of Mercedes-Benz Russia, spoke about the prospects for the post-crisis development of the Russian automotive market.

Premium German brands traditionally develop at a faster pace than the market. Looking at the sales statistics, during the first nine months of 2011 sales of Mercedes-Benz cars and SUVs in Russia increased by 60%. In other words, 21,225 cars found their owners. This growth in sales volumes continued throughout the period, outperforming global figures, with sales of Mercedes-Benz passenger cars worldwide growing by 8% during the nine months of 2011.

Mercedes-Benz continues to lead the premium segment in Russia. We hope this trend will strengthen as new models enter the market, such as the new CLS-Class, which will be joined by the next generation of the M-Class in the spring. It is worth adding that the top line comes to the market with a new generation of six- and eight-cylinder engines.

- Do you expect changes in the structure of demand in relation to the model range of your brand?

Sales over the past two years show that the sales spurt often comes from models that have started to hit the market with smaller engines - for example, the introduction of the GLK 220 CDI made this model a real hit. If we pay attention to the sales structure, then the E-Class became the best-selling model family, followed by the C-Class - the car, after a significant restyling, won new customers. These two model lines are followed by SUVs. In addition, there is a pent-up demand in the premium car market for small dynamic models that target young people, as well as small SUVs.

- Should we count on further growth in demand for crossovers, or will it stabilize at the current 24-25% of the market? And what is the dynamics in this segment of Mercedes-Benz?

The volume of sales of crossovers in the sales structure of our brand has reached approximately these values. All-wheel drive versions should also be added to them, and the higher the class, the greater the percentage of cars with 4MATIC, that is, in the all-wheel drive version. The dynamics of sales of crossovers up to now spoke about the growth of customer attention.

- Do you rely on basic equipment, or will the greatest demand be for richer equipment of the car?

It is difficult for me to reason in such categories as "basic version" - this is, in fact, a purely calculated concept, so that it would be possible to compare offers from different brands with a certain approximation. No one buys a premium car in the "basic version". Our vehicles are mainly offered in the "special edition" version, i.e. in a rather rich, compared with some other automakers, configuration.

The buyer wins in price compared to the option when he would install the options on the machine under construction separately. And besides, he can install options in addition to the "special series" if the car for him is built at the factory.

You always need to correctly compare prices: you should take into account not only the class of the car, engine size, but also a whole set of equipment elements that allow you to comfortably operate the car. I'm not talking about the availability, quality of service and the cost of owning a car.

- Do you share the point of view that the future on the Russian market belongs to local production?

This is a question that must be considered in relation to sales volumes.

Indeed, local production has its advantages, but its expediency depends on sales volumes and profitability indicators.

- Do you expect tougher competition, or is there still enough space on the market for everyone?

So far, the Russian market has not reached the saturation point. Interest in premium cars continues to be high. This is approximately the same as in the real estate market: there are a lot of offers, but always in the price of elite real estate, plots with four communications and a beautiful view from the window.

Illustrations provided by the press service of Mercedes-Benz RUS

The Mercedes-Benz brand for motorists from all over the world is not only one of the most recognizable and significant car manufacturers in the world, but is directly associated with the very concept of "car". And this is justified at least by the historical significance of the brand: exactly 130 years ago, the German engineer Karl Benz officially filed a patent for a "vehicle with a gasoline engine."

The event that marked the beginning of the history of not only the German brand, but the entire global automotive industry, occurred on January 29, 1886. It was on this day that a German engineer and innovator named Benz received patent No. 37435 for his creation - the world's first car with a gasoline engine.

Of course, Benz's invention was very different from the modern image of the car: in fact, he installed a four-stroke engine he developed from scratch on a tricycle.

In the same year, regardless of Benz, design engineer Gottlieb Daimler created his own motorized carriage. Daimler assembled a single cylinder four-stroke internal combustion engine. It was supposed to be installed in carriages. Daimler was assisted in the development of the new technology by engineer Wilhelm Maybach.

Karl Benz, Gottlieb Daimler and Wilhelm Maybach

Both engineers, with the help of partners and investors, founded private firms. Benz founded Benz & Cie in Mannheim in October 1883, and Daimler founded the Daimler-Motoren-Gesellschaft (DMG) brand in November 1890. From 1901, Daimler's company began to produce cars under the Mercedes brand.

The legendary brand got its name from the nickname of the daughter of an Austrian businessman Emil Jellinek named Adriana (Mercedes is the girl's nickname). Her father, Honorary Vice Consul in Monaco, was wealthy and interested in modern technology. At his request, in 1897, Gottlieb Daimler installed a two-cylinder engine with a capacity of 6 horsepower on a vehicle. After the success of this project, he ordered 4 more copies and sold them at a profit.

The same Mercedes

The first Mercedes was the 35 HP, produced in 1901. She had a four-cylinder engine with a volume of almost 6 liters. and a power of 35 hp. The car was characterized by a wide wheelbase, a low center of gravity and an inclined steering column.

Also, a distinctive feature of the brand was the cooler of the "honeycomb" type. The car weighed 900 kg and had a top speed of 80 km/h. The model was designed by Wilhelm Maybach himself.

The first cars and engine brand Mercedes

The merger of the two most famous German manufacturers at that time took place in 1926. Thanks to the deal, the industrialists not only managed to survive in the difficult post-war period, but also significantly expanded their business.

The united concern was named "Daimler-Benz AG", and another outstanding German designer Ferdinand Porsche became the first head, and later the creator of another legendary Porsche brand.

All cars produced after the merger of the companies were named Mercedes-Benz, in honor of the company's most successful car and its creator, Karl Benz.

The logo of Daimler-Benz AG becomes a three-pointed star, which is framed by a wreath - the legacy of the Benz logo. In the future, this wreath will be turned into a regular circle, which is still used today. One of the simplest (and recognizable) logos in history has become a symbol of luxury and wealth.

Mercedes company logo

The collaboration between Benz and Daimler turned out to be one of the longest in the history of the automotive industry, as both companies in this combination survived until 1998. Their first car together was the Model K.

At the same time, the Mercedes CCK and SSKL appeared, which were designed by Hans Niebel. In addition to the typical sports versions, the manufacturer also offers convertibles and production models with rally-adapted bodywork.

Daimler-Benz AG releases one legendary car series after another. Yes, under Ferdinand Porsche introduced the "S" series, a new generation of sports cars. The most famous car and the progenitor of the S-series was the car that was popularly nicknamed the "Death Trap". Having received the name "Mercedes-Benz 24/100/140", the car had a powerful six-cylinder engine and developed a high speed - up to 140 km / h.

The 18/80 HP model, known as the Nürburg 460 (1928), was also famous, equipped with an eight-cylinder engine with a displacement of 4622 cc. cm and a maximum power of 80 liters. With. at 3400 rpm; the 500K and 540K roadsters (30s) and the 770 model called Grosser Mercedes, whose first generation was built from 1930 to 1938. The model had a luxurious salon in which Adolf Hitler moved.

The first model and mass production of the diesel Mercedes 260D was launched from 1936 to 1940. The 2.5 liter diesel engine had a power of 45 hp. With. Some of the cars of this brand were subsequently used by the German army.

The Second World War almost destroyed the Daimler-Benz AG business. All production facilities of the company were practically destroyed. Factories in Stuttgart, Sindelfingen and Mannheim literally turned into a pile of rubble. In 1945, after the final meeting of the board of directors, a report was even issued, the result of which was the idea that the Daimler-Benz concern no longer exists.

However, despite all the difficulties, Daimler-Benz AG recovered quickly enough and in 1947 launched the 170 model, which had an engine capacity of 1767 m³, 4 cylinders and a power of 52 hp. With. A car that was completely different from previous models was the Mercedes 300 - a limousine formed on a frame with crossed beams. It was equipped with a three-liter six-cylinder engine with 115 hp. s., and its special version was created for the first Federal Chancellor of Germany, Konrad Adenauer.

Among the cars produced by Mercedes-Benz after the Second World War, the 300 SL Coupe stands out with its characteristic "winged" doors that opened with part of the roof. It was the first sports car built after the war. The road version of this unusual vehicle was released in 1954.

Mercedes-Benz 300 SL Coupe

In February 1954, the 300 SL appeared. In March 1957, the 300 SL Roadster, which Elvis Presley loved, began to be produced.

Cars produced in the 70-90s have also become iconic for the brand.

In 1975-1986, the Mercedes W123, popularly known as the "barrel", was formed. In the 80s, the 190 model debuted, which was produced in the years from 1982 to 1993 and replaced by the C class. At the same time, the popular Mercedes W124 appeared, which was produced until 1997. After that, the W210 appears on the market, since 2002 it has been replaced by the W211, W212 versions. These models are called class E.

Mercedes-Benz W211

In 1998, Mercedes bought shares in the American company Chrysler. As a result, Daimler-Benz has gained a chance to get wider access to the US market. This agreement changed the corporate name of the company to Daimler Chrysler, the cooperation continued for almost 10 years. The decision to break off cooperation was influenced by the results of the poor financial condition of Chrysler. After the sale of the shares of the American concern, the company returns the name Daimler AG.

Today, the company produces Mercedes A, B, C and E class models. Modern cars of the brand are famous for their safety and are still considered the most prestigious in the world. Mercedes S Class even entered the Book of Records as "the most durable car that has ever been released."

Andrey Rodionov, Head of Corporate Communication Department, Mercedes-Benz RUS JSC

- When 130 years ago Karl Benz applied for a patent for a "gasoline-powered vehicle" it meant the birth of the automobile. In the same year, Gottlieb Daimler created his own car. Thus began the 130-year success story of Mercedes-Benz, we entered the age of speed and the global automotive industry was born.

The patent became part of the UNESCO Memory of the World program, being among such well-known works as the Gutenberg Bible, Magna Carta and Symphony No. 9 in D minor by J.S. Bach. And it is no accident: the inventions of Karl Benz and Gottlieb Daimler, thanks to their ingenuity and entrepreneurial flair, revolutionized the field of transportation, opening up new opportunities for people.

Today's innovations are based on the same values ​​as 130 years ago: safety, comfort, efficiency and faith in success. Thanks to them, the brand demonstrates a dynamic growth in global sales, and in Russia in 2015 it is a confident leader in the premium segment. Mercedes-Benz delights its fans with the premieres expected in Russia - this is the new intelligent E-Class, the chic GLS, the sporty SL and SLC. And, of course, new special offers.

— Which of the awards was the most unexpected for you?

Probably SLC. Because, frankly, no one sells better than us in the S-Class segment, and our sales are much more impressive than those of all our competitors.

- The facelifted Mercedes-Benz S-Class was unveiled on the eve of the Shanghai Auto Show. Tell us how the public met the novelty ...

The new S-Class was first presented at the New York Auto Show, where a special private display took place. It was then that this model was first seen by representatives of the Russian media. And the car was officially shown already in Shanghai on April 18. The S-Class is always looked forward to, because it is a trend-setting car, a car that doesn't just bring new technologies to the market, it sets the direction for the automotive industry. This is truly an innovative car.

- When should we expect the updated Mercedes-Benz S-Class in Russia?

We are talking to you in April - wait another couple of months, and our car will appear on the Russian market. And in several versions, including Mercedes-Maybach.

“ ”

The new S-Class was officially shown in Shanghai on April 18. It is always awaited with impatience, as it is a car that sets automotive trends, a car that does not just bring some new technologies to the market, it determines the direction of the automotive industry. This is truly an innovative car.

- What other novelties are you preparing for Russian buyers?

This year, the GT family of sports cars, the updated GLA, the new, most sporty version of the GLC - the GLC 63 AMG, including the coupe, as well as our Smart ED electric cars, are entering the Russian market.

- Does Mercedes-Benz have a StarClass used car program? How much is it in demand and what are the benefits of buying?

Through the Mercedes-Benz StarClass sales program, thousands of vehicles find their new owners. Its main advantages are 12 months of post-warranty support, legally "clean" cars. Let's not forget that these machines are technically supported according to 63 criteria. This is always highly appreciated by customers.

- What loyalty programs exist for the purchase of new models?

There are several programs that are addressed to different groups of our clients. In order not to be unfounded, I will mention the S-Lounge program, which was developed for the most demanding customers - customers of the S-Class. Along with the vehicle, members are offered access to the S-Concierge hotline, which is available 24 hours a day, seven days a week. Concierges have undergone special training and are ready to quickly and professionally resolve any issue, they are the main link in the chain of contacts with Mercedes-Benz. And let's not forget - saving time. If necessary, it is possible to use a replacement car. The program has a special driver training course, which focuses on safety and convenience. Members also gain access to the brand's many and varied events, including new model premieres. There are also special programs for AMG customers. Along with this, individual dealers offer their own loyalty programs. A G

E. BUNTMAN: Good afternoon. The program "Brand" is on the air. Mikhail Kedrovsky and Yevgeny Buntman in the studio.

M. KEDROVSKY: Good afternoon.

E. BUNTMAN: And today we are talking about the Mercedes brand. And, perhaps, there is not a single person on earth who would not know what a Mercedes is, what brand it is. And, of course, there is not a single person who would not dream of this car. And about this dream, for example, the famous American singer Janis Joplen sang.

THE SONG SOUNDS

E. BUNTMAN: This is how the singer piercingly addresses the Lord with a request for a Mercedes. So, Andrey Rodionov, editor-in-chief of Mercedes magazine, is our guest. Good day, Andrey.

A. RODIONOV: Good afternoon.

M. KEDROVSKY: Before we move on to a detailed discussion of today's trademark, traditionally it is a question of play. Let me remind you that you send your answers to our pager, number 725-66-33. Accordingly, write your name and phone number. And finally, the question of the game itself. What brand of Mercedes and what year did Maxim Maksimovich Isaev, aka Stirlitz, drive in the legendary film Seventeen Moments of Spring? So, our pager number is 725-66-33. After the "News" mid-hour, the winners will be announced. Well, perhaps, let's start with the history of this, of course, one of the most famous brands in the world. About how the Mercedes appeared and about some interesting moments in the history of this automobile brand Marina Maksimova.

BACKGROUND

M. MAKSIMOVA: Mercedes-Benz was founded in 1926 under the name Daimler-Benz. In his name, he combined the names of the two founders of modern automotive industry - Karl Benz, who built the world's first three-wheeled car with a gasoline engine, and Gottlieb Daimler, who created the four-wheeled car that is already more familiar to us. At the turn of the 19th and 20th centuries, the company is headed by his two sons. It was they who came up with the company logo. It turned out like this. The brothers remembered the letter from their father that he had sent to their mother. There was a drawing of a star. Daimler-father hoped to see this symbol of happiness and prosperity someday over his factory. Ultimately, two images of a star were approved as a trademark of Daimler - with three and four rays. But only the first one began to be used, it symbolizes the superiority of the company on land, on water and in the air. And Benz, in turn, chose the image of the steering wheel as a trademark. Six years later it was replaced by a laurel wreath. After the merger of the two companies in 1926, the symbol was merged with the Daimler star.

M. KEDROVSKY: Well, actually, the first question for our guest. A huge number of legends go around this brand. How did the name "Mercedes" actually come about?

A. RODIONOV: This is a fairly well-known story. And you already mentioned that the first cars were created by Benz and Daimler a long time ago, this is in 1886.

M. KEDROVSKY: Well, separately.

A. RODIONOV: Yes, separately, completely independently of each other. Although both designers never met each other nearby, although there are also many legends about this. If we talk about the Mercedes brand, how it appeared, then imagine the turn of the 19th and 20th centuries, then racing came into fashion, and such events were held in the Nice area. And, let's say in modern terminology, a Mercedes-Benz dealer in the territory of some other countries, such a Mr. Jellinek, he had a daughter, Mercedes.

M. KEDROVSKY: Probably a Mercedes after all, right?

A. RODIONOV: Mercedes, yes. As the Germans say, Mercedes, or Mercedes, probably migrated from Italian. It was a very young girl. And his team, or rather the crew of the car, bore the name "Mercedes". Then he turned to the company, he bought cars from the Daimler Motors company, and said that 35 cars were made for him, a very large batch, which cost crazy money at that time. And it was then that the first Mercedes appeared, it is officially believed that it was built in November 1900.

M. KEDROVSKY: By the way, I wanted to ask. Is it true that Jellinek eventually changed his surname and took the surname Mercedes?

A. RODIONOV: No, that's not entirely true.

M. KEDROVSKY: Is that not entirely true?

E. BUNTMAN: Another legend?

A. RODIONOV: Yes, this is a legend, most likely.

E. BUNTMAN: It just turns out to be very curious, such a confusing story. Everything is easy with Ford. Yes? There was Ford, he managed this company, built cars, conveyors and so on, the car is called Ford. And here gentlemen Daimler and Benz are building cars, and the car is called a Mercedes. When, in fact, did the name "Mercedes" itself appear exactly as the brand "Mercedes"?

A. RODIONOV: Yes, you are absolutely right about Ford. Everything is really very simple there. And many Americans still believe that Ford invented the car because it is so ingrained in American culture.

M. KEDROVSKY: Well, these are Americans, you understand.

A. RODIONOV: Well, yes, let's curtsy after all. And as I said, the first cars were created in 1886, completely independently of each other. And now there were two companies in parallel - one was called the Daimler company, the other was the Benz company. More precisely, even let's say so, to be completely accurate, the Daimler company arose in 1890, and the car was still before its appearance. These two companies existed in parallel, they had their own lineups, they became very famous. And in 1924 an understanding was reached between them regarding the merger. And in the year 26 this merger came, then, as you rightly said, the Mercedes-Benz brand arose, respectively, already with its emblem. And that's what it's called to this day. And both companies simply merged. It was a difficult time - after the First World War in Germany there were quite big problems with sales, with production. They decided to join forces. This is how the brand was born.

M. KEDROVSKY: But what is the Russian trace in the history of Mercedes? So I saw that at the beginning of the century there were cars ... But not personally, of course, I saw it, but when we were preparing for the program. I saw that there were cars "Lutsk-Daimler". What are these cars?

A. RODIONOV: Yes, our brilliant designer Lutsky, who, it seems to me, has not yet been appreciated, this story has not been fully excavated, he was engaged in the creation of trucks, even presented cars to Emperor Nicholas II. And there is even a photograph of this. A man of extraordinary abilities. A man who collaborated with Daimler, and even then there was such a brand as "Daimler-Lutsk". Here. But, unfortunately, further his traces in history are lost. Let's say he died around the age of 20.

M. KEDROVSKY: Around the 20th year. I also know, Andrei, a very interesting column from his profile, if I may say so. He was invited during the First World War to cooperate, respectively, with Germany. He refused. Here is what is from the sources. He refused, and he was put in the Spandau prison. And he sat there for a while, quite a long time.

A. RODIONOV: Exactly.

M. KEDROVSKY: Yes?

A. RODIONOV: Exactly. If we talk about Russia, if you will allow me, a few more touches or semi-legends, let's say, in general, where did the idea of ​​the car come from. The fact is that back in 1881, Gottlieb Daimler went to Russia. He then worked for another company - "Deutz", which made such motor installations. And he went to Russia through Riga, St. Petersburg. He passed through Moscow, Kyiv. I was here for a long time, studied the possibilities of selling these engines. But along the way, he came to one very interesting idea that, firstly, it is possible to get fuel here, there is fuel in Baku. And, besides, he believed in the idea that it is still better to travel independently, separately from the train, because the trains are very stuffy, and there was not much comfort in the trains of that time. Each country has its own legend in this regard. Here our legend looks something like this, that the very idea of ​​​​a mobile vehicle came to Daimler right here, in Russia, when he arrived here.

M. KEDROVSKY: So we started talking about Russia. Slightly more recent history. In the USSR, Mercedes are extremely popular, although not very affordable, to put it mildly. For example, Brezhnev, Vysotsky and Karpov had German cars. And yet, as they say, Sergei Mikhalkov, respectively, the man who created all the hymns in this world, in this country. How did they get these cars? And, if, maybe, you know who else had Mercedes in Soviet times?

A. RODIONOV: Well, I can tell the story of another Mercedes. This is Gromyko's Mercedes, let's put it this way. Gromyko also had his own Mercedes. This "Mercedes" was intended for private trips. And in reality, the car was a normal version of a taxi of this kind, it was first delivered to Sweden, their Sweden already got here, in the Soviet Union. Those people about whom you spoke, yes, indeed it is so, certainly. And Brezhnev had a Mercedes. Vysotsky is generally famous for this.

M. KEDROVSKY: As far as I know, he had two cars.

A. RODIONOV: He had two cars.

M. KEDROVSKY: One was the 350th, and there was also some kind of transitional sports model.

A. RODIONOV: He had an "SL".

M. KEDROVSKY: "SL"?

A. RODIONOV: Yes. Here. And he really loved this brand. There are even photographs where he was filmed, in my opinion, then for French television. And there were these ... these shots have been preserved. As for how they got here. You know what, I specifically looked at the statistics of deliveries to the Soviet Union. It turned out that in Soviet times, around the end of the 60s, new German cars, new Mercedes, regularly came here.

M. KEDROVSKY: And how? Purchased officially?

A. RODIONOV: Yes, they were officially purchased. Although the representation of the Mercedes itself was opened here in the 74th year. But before that, cars came here. Approximately they were sold at the rate of 50, 60, 70 cars per year. Completely different cars, starting from the 600th Mercedes of the time in a hundredth body ...

E. BUNTMAN: Probably, they were not sold after all, but somehow it was by distribution. Even the Volga was hard to buy.

A. RODIONOV: I will say...

M. KEDROVSKY: No, I know for sure that reanimobiles were supplied to the Sklifosovsky Institute, apparently, in the same way. Because they appeared in the late 70s, these square ones, well-known to everyone.

A. RODIONOV: Yes, of course. A few more touches on this topic. Basically, of course, the cars were for the diplomatic corps. This is absolutely accurate. And, for sure, already after the diplomatic corps they got to private individuals. Surely, for some people, second-hand cars were brought, so-called, from somewhere in Europe. It is worth mentioning in this regard that in general the first Mercedes cars after the war appeared, probably, in the 55th - 56th year, when the first Ulimok cars arrived here. This is a versatile vehicle.

A. RODIONOV: If yes, we leave aside the topic of captured cars, then here are the post-war deliveries ...

M. KEDROVSKY: And one more thing about the people who owned the Mercedes. So we unearthed that the Olympic champions - figure skaters Lyudmila Pakhomova and Alexander Gorshkov had a yellow Mercedes at their disposal. And, unfortunately, I could not find which model.

A. RODIONOV: I also heard about this legend.

E. BUNTMAN: Well, there are probably more legends than facts, because this is what a brand is called when there are many legends about a particular brand. And as for the famous people who owned Mercedes, we have a regular column “VIP client”, in which we talk about famous people who used and use this or that brand. And this time this person, the so-called VIP client, is a person even more important than Leonid Ilyich Brezhnev, this is a person who seriously differs from all the rulers of the world - this is the Pope. And Tikhon Dzyadko will tell about pantifikas and their cars.

VIP CLIENT

T. DZYADKO: The first limousine of the famous German brand appeared in the Vatican in 1930 and captured the hearts of pantiffs for many years. Perhaps the most staunch supporter of "Mercedes" was John Paul II. Almost all of his cars were made either on the basis of the Mercedes-Glintvagen, or on the basis of the city's M-class jeeps. It was under John Paul that the pantifika began to be called the "popemobile" - this is a light, open jeep model, very convenient for both the Pope and the faithful, who could easily see the Holy Father. However, after the assassination attempt on John Paul II in 1981, the designers of the “daddy mobile” were seriously concerned about the safety of his only passenger. Thus, armored cars were born, covered with a bulletproof glass box, because of which the Pope greets the faithful. During the long years of the pantificate of John Paul II, the German concern presented the Pope with more than a dozen cars, which differed from each other in size and equipment. As the health of the Holy Father deteriorated, a comfortable seat was added to the car, which made it easier for the Pope to travel. The last "popemobile" John Paul II received as a gift 4 years ago. Alas, he could no longer use it often. And now, after the departure of the Pope, it is used by his successor Benedict XVI, who is even closer to Mercedes cars, because they are made in the homeland of the current pantifika.

E. BUNTMAN: It is an interesting touch that even though Benedict XVI, in the past Cardinal Ratzinger, was German, he was born and lived in Bavaria. And there they make completely different cars - BMW. Probably, BMW, apparently, took offense at the current pantifika. True, there is also such a curious detail that the BMW Administrative Council gave Benedict XVI the keys to the X-5 BMW SUV. Why do you think it was Mercedes that became the “daddy car” and not some other brand?

A. RODIONOV: You know, Mercedes actually has a very long tradition of cooperation, let's say, with the papal throne in terms of equipping the car park. This started quite a long time ago. It started before the Second World War and then continues to the present day. And, probably, do not count the number of those cars that were delivered there from Stuttgart. A very famous hundredth, so-called, body, here is the 600th Mercedes, which was supplied and produced in the 60s - 70s. And he was also with the then Pope. And besides, it is exhibited in a museum, the new Mercedes-Benz Museum, which opened in Stuttgart this year.

E. BUNTMAN: This is, as far as I read, a huge building ...

M. KEDROVSKY: From the Statue of Liberty, as was said.

A. RODIONOV: This building is quite large, of a very original design. If you like, we can talk more about this.

M. KEDROVSKY: Yes, we will definitely talk more about this.

A. RODIONOV: Indeed, cars of original design with the so-called glass armored cap were created for the Pope. These are ML cars, G-class cars - Glintvagen. In addition, traditional cars with armored protection are used for representative purposes.

E. BUNTMAN: Why a Mercedes? Because it's a reliable car? Because of reliability, he became a "daddy car", or is it some kind of personal relationship with the "Mercedes", maybe the papal throne?

A. RODIONOV: I don't think there are any personal relationships here. Most likely, this is a certain image of the brand. A certain image, these are certain quality guarantees, these are certain conditions, these are certain service conditions, and so on and so forth. When we sum up all these things and make a purchase decision, we choose the brand that Papa is currently using.

M. KEDROVSKY: Well, it's almost 15 hours and 30 minutes in the capital. This is the "Brand" program, which will continue literally in 3 minutes, after the "News" provided by Anna Kazakova.

NEWS

M. KEDROVSKY: It's 3:35 pm in the capital. This is the brand program. Yevgeny Buntman and Mikhail Kedrovskiy are at the microphone. And our guest is Andrey Rodionov, editor-in-chief of Mercedes magazine. So, I will immediately name the winners of the game. The question, let me remind you, was this: what brand of Mercedes and what year of manufacture did Maxim Maksimovich Isaev, aka Stirlitz, drive in the legendary film “Seventeen Moments of Spring”? The winners... The prizes, by the way, are definitely about the prizes - a watch, a calendar, a car model, respectively, a small model, and a book by Lev Shugurov. Winners: Anton from Vologda - mobile phone 817-251, Igor's landline phone 337-50, Pavel - again mobile phone 903-164 and Jan - again, I don't know, really, landline, not landline, mobile, not mobile, 678- thirty. These are our winners. It occurred to me that in fact, if Standarter Fuhrer Stirlitz actually happened to buy the 230th Mercedes, then “daddy” Muller would definitely ask him: “My friend Stirlitz, where did you get the money for such a car as our Fuhrer, and ?

E. BUNTMAN: Well, now, perhaps, let's return to the conversation that we started before Novosti. We talked about the Pope, for whom a Mercedes car is, of course, not a luxury, but a necessity and a means of transportation. And this problem is certainly eternal - a luxury car or vehicle.

M. KEDROVSKY: Well, we open our phones. Accordingly, we will take several calls. So, the first phone number 783-90-25 can be called by those who think that a car of this brand is a toy for the rich. And the second 783-90-26 is for those who believe that this car, as well as others, is an ordinary means of transportation. So, we, accordingly, begin to receive your calls. And the first call from those who think that this is a toy for the rich. Hello? We are listening to you. The call broke. So, accordingly, we ask for whom this is a common means of transportation. Hello? Hello?

E. BUNTMAN: Hello? Good afternoon.

M. KEDROVSKY: We have some problems with communication.

E. BUNTMAN: Once again. 783-90-25 - for those who think that this is a toy for the rich.

M. KEDROVSKY: Hello? We are listening to you.

LISTENER: Lenin m….

M. KEDROVSKY: Yes, there are obviously communication problems. Well, after all, we will try again, although the lights are flashing. 783-90-26 - for those who think that a car of this brand is a toy. And 783-90-26 for those who think this car is just...

E. BUNTMAN: I'll correct it. The first phone is 783-90-25, the second - 90-26.

M. KEDROVSKY: And I name two?

E. BUNTMAN: Two of the same.

M. KEDROVSKY: Everything, I misspoke. Yes, and we take your calls. Apparently, however, something is happening with the connection. Well, we will put it aside for a short time and address our guest accordingly.

E. BUNTMAN: For a long time and now, in fact, some echoes remain. The word "Mercedes", the name "Mercedes" was a common noun, that is, "Mercedes" is a huge car, the 600th "Mercedes", a black car, where brothers in red jackets and with shaved heads sit, jokes with the participation of "Zaporozhets" and etc. And, in fact, our correspondent Alina Grebneva asked about these stereotypes, about what people associate the Mercedes brand with on the streets of Moscow.

THE CUSTOMER IS ALWAYS RIGHT. BUYER'S OPINION

A. GREBNEVA: Prosperity or a certain social status - this is what people most often associate with a Mercedes. At the same time, money constantly competed with the appearance and characteristics of the car.

Good life, happy, rich.

Expensive. And beautiful.

Just having money is all.

Prestige, comfort.

Expensive gasoline and high speed.

Chic, shine, beauty.

A. GREBNEVA: Of course, we didn't forget the legendary Mercedes badge - a silver circle divided into three parts. Alexandra has her own, slightly unpleasant, association on this score.

With a badge on the house on the waterfront, very out of place.

A. GREBNEVA: There were those who admitted that for all the advantages of the Mercedes, they were a little disappointed in it. One of the passers-by complained that the build quality has deteriorated recently. But the motorist Nikolai Nikolaevich has his own idea of ​​\u200b\u200bthis brand of car. He remembered one slightly forgotten, very popular concept in the 90s.

Well, a German and a new Russian. Here. Who drives a Mercedes? New Russians.

A. GREBNEVA: As it turned out, for some, a Mercedes is not a Mercedes at all. “But what about the female name Mercedes?” - said Svetlana.

I associate with the bride from Edmond Dantes. Not a car - a bride.

A. GREBNEVA: But, perhaps, Evgeny's answer turned out to be the most original.

This car is a wonderful mood. Brand, I don't know, if only with a beautiful woman lying on the beach, you can associate these forms of "Mercedes".

A. GREBNEVA: Some people said that they don't associate Mercedes with anything at all. However, it seemed to me that they were a little disingenuous. In general, there are no indifferent in every sense to this brand.

E. BUNTMAN: Well, before we continue the conversation, Misha, still announce the correct answer. And then we announced the winner, but the correct answer to the question about Stirlitz was never announced. Do it please.

M. KEDROVSKY: Yes, I will correct my own mistake. In general, the parteigenosse Stirlitz drove a Mercedes-230, and its year of manufacture was 1939.

E. BUNTMAN: And now let's get back to talking about the image of Mercedes. What do you think, has Mercedes now managed to get rid of, well, rather, such a negative image - the image of a gangster car?

A. RODIONOV: Well, you know, I will answer ...

E. BUNTMAN: In Russia, I mean, because there are no such associations in other countries.

A. RODIONOV: I will answer as follows. Recently, one very respectable automotive publication, a very authoritative automotive publication, wrote about a brand that is included in the representative segments. This is not a German mark. And a very laudatory article, a rather laudatory article, such as to show how much we feel the influence of the time, how much we have a timely idea of ​​​​what will become fashionable in the near future. And for this article they received a very small letter, in my opinion, from the city of Tomsk. The young man wrote: “I really like this brand. Wonderful. Now ask this question, would they buy this brand, to those people who patiently stand in line for the C-class. I think the answer to this question is fairly obvious. The image that Mercedes had in our country, or some shade of this image, it concerns not only Mercedes, it generally concerns large, expensive, representative cars. And you know, now, recently, there is a completely different, as they say, consumer segment. People who are the cream of society in a very good sense of the word - the first. And the second is people who count money.

M. KEDROVSKY: This is the opinion of Andrei Rodionov, editor-in-chief of Mercedes magazine. And we asked our question: so who are the buyers of "Mercedes" now? We asked about this in one of the car dealerships, and this is what sales manager Natalya told us.

THE CUSTOMER IS ALWAYS RIGHT. SELLER'S OPINION

A Mercedes-Benz client is probably a man of 40-50 years old, who has already seen enough. And, probably, he already has a social status: he has his own business, a businessman. Recently, there has been such a trend that the buyer is getting younger. I would say that the average age is 30-40 years. The social status has also changed, the car has become more accessible not only for people who have their own business, but also for top managers of companies. Maybe 60 percent are still men. But women are not far behind. Not only business women, these are ladies who occupy leadership positions, start their own business. It can be both lawyers and lawyers. Of course, some of these cars are issued simply for ladies as a gift, for spouses. Used cars - there are a lot of young ones. A very large part of them are creative personalities: actors, "stars". This appears to be a very common occurrence.

E. BUNTMAN: Andrey, do you agree that the buyer of a Mercedes has changed, say, over the past ten years in Russia?

A. RODIONOV: Yes, absolutely, absolutely. This is a point of view that finds its confirmation in a number of facts.

M. KEDROVSKY: Yes, because I looked, you somehow nodded your head like that when the manager Natalya spoke. More details, please.

A. RODIONOV: You know what, if earlier, for example, people came to the salon who just wanted a car, as they say, with all the options, with all the stuffing, as they say. Yes? Now people come who know how to count money, who choose Mercedes not just because it's ah, that's how Janis Joplin asked the Lord God ...

M. KEDROVSKY: Cool.

A. RODIONOV: Just cool. Yes? Because people count money. They come and begin to pick up the car for themselves specifically completely. And for them there are a number of special offers, so to speak. Because you can order cars of completely different configurations. You can order a car that is more associated with your presence in the youth environment, you can get a luxury car. Probably, we are one of the few brands that generally covers this automotive spectrum, as they say, completely and completely, ranging from mini-cars, so to speak, or city cars, small ones, these are A-class cars, and to heavy trucks that roaming the space...

M. KEDROVSKY: Mini-cars are, like, from March, right?

A. RODIONOV: Daimler-Chrysler-AG has owned this brand since March. But it is not yet officially delivered to Russia. But these are cars of a completely different class.

E. BUNTMAN: But you can meet him quite often.

A. RODIONOV: I would say that he is fashionable.

E. BUNTMAN: Well, that is, now, if we summarize the conversation about the buyer in this way, now people, roughly speaking, understand that a Mercedes is not only show-off, but also certain conveniences. Convenience and even, probably, savings, if we can talk about Mercedes class cars.

A. RODIONOV: Yes, of course, this is comfort. This, moreover, if we talk about the service, then it is no more expensive than Japanese different cars, of course. This is a car in which everything is done for the person, for the driver and for the passenger. If you get into a Mercedes, you immediately feel this typical Mercedes ergonomics. Someone out there doesn't like some little things, but you will never hear a negative opinion that would be formed as a result of a combination of factors. Small things can be frustrating, but in general, this is a car that is made specifically for the person behind the wheel.

E. BUNTMAN: And here is another question. How has it changed… Have you started buying more Mercedes now? That's what market segment, so roughly speaking, is "Mercedes"? Are more Mercedes bought in Russia than, say, BMW, than Japanese cars?

A. RODIONOV: Mercedes operates in the segment, of course, there are more exclusive cars. And our lion's share of sales comes from luxury cars, C-class cars. But I want to say that in recent years, the share of those cars that we can afford both managers of a fairly high level and middle-level managers has been growing. And now talk about the girls, about the business lady. There are a lot of such cars in the middle price segment. But the brand itself remains, of course, exclusive. Certainly exclusive.

M. KEDROVSKY: Experts assure that the Mercedes has almost no problems either with safety or with structural elements. But here is our expert - automotive observer Alexander Pikulenko, we immediately remembered him, as it was pronounced “with full stuffing”, he also found it a little difficult, but still found one problem, which I will talk about later. Here Pikulenko believes that the Mercedes still has some shortcomings.

A. PIKULENKO: Mercedes-Benz has always been popular. The plant has never felt the need for stocks, additional warehouses. Everything that was done was always sold. And the richer people became in any part of the globe, the more cars with a three-beam star were produced. But there came a time when it was no longer enough just a car from the factory. And two decades ago, there was a flourishing of individual car fitting for each consumer. Like mushrooms, all sorts of firms, firms that were engaged in tuning cars, began to grow. And over time, several so-called courtiers were formed, such as AMG, Brabus. These firms began to "sew" "Mercedes" like expensive suits. Why? Because a person who is already able to buy a car of this brand, a prestigious car, the car is undoubtedly the leader in all classes, it seems like the neighbor has the same one, but I want something so delicate, blue. Now the most difficult thing to buy is not an ordinary Mercedes, but a custom-made Mercedes, according to the patterns that the client himself makes. And from this trend, perhaps, the only thing that determines the abundance of these cars on the world market.

M. KEDROVSKY: But I will also add that Alexander Pikulenko, in a conversation with me, mentioned another drawback, of course - the price. Car price. Here is our expert believes that "Mercedes" is not diverse. Is that how it is?

A. RODIONOV: Well, first of all…

M. KEDROVSKY: Well, variety in the sense… there are model lines. The 600th Mercedes is coming out, there, of a certain configuration ...

E. BUNTMAN: A variety of individual orders of some kind. This is true?

A. RODIONOV: No, individualization is actually our forte. Why? Because, for example, a C-class car comes out. And within the same model range, it receives a whole range with different engines, in different configuration options, which you can still individually adapt to yourself, if you have such a desire and means. For God's sake. We also have a special, special partner called AMG. We are not talking about tuning here. Here, it was not entirely correct that Brabus was named as an official partner, because Brabus and Smart work officially. The AMG division is engaged in the creation of the so-called sports versions of the Mercedes. We now live in a world of fairly standard, banal things that are mass-produced and produced according to the same patterns. Of course, a person really wants to get something for himself individually.

E. BUNTMAN: Well, yes, that is, all business class cars, they are approximately similar to each other.

A. RODIONOV: Yes, of course. This desire for individualization, the so-called, it is absolutely natural. And we have already talked about the so-called show-offs. That is, first of all, some kind of appearance. And when we talk about AMG, first of all, the creation of a sports version implies a different engine, assembled by hand. Firstly, it is already felt by the person who is driving. This is first. And secondly, other people can give credit to his taste, his choice of a small inconspicuous nameplate on the back, for example, C-65, or C-63, or SL-63 and so on. In addition, there is a so-called staling package, that is, elements of exterior trim, and a special package, this is again Disigno's partner, which makes special leather chairs and not only them. So there are options for customization…

M. KEDROVSKY: And what about outside? Leather chairs inside. Well, outside?

A. RODIONOV: Outside - a trifle, the so-called staling package. Well, we have sills inside. We, for example, can have sporty-looking bumpers, we can also have AMG exhaust pipes, as they say. That is, you can distinguish the car, of course, by the elements, by the little things in different ways it can be seen.

M. KEDROVSKY: That is, it's about little things. And here's a question I'm interested in. Somehow I didn’t pay attention, probably, or maybe I just didn’t see the Mercedes that are painted, here are the new trends and so on. Something I can’t imagine the 600th Mercedes, painted.

E. BUNTMAN: No, I saw it. This is another historical era, and there are already painted ones. For example, I personally saw somewhere on the Garden Ring. I now propose to try again to turn on the radio telephones. Mish, please announce the numbers and once again our question to the audience.

M. KEDROVSKY: Yes, call the first number 783-90-25 those who think that a car of this brand is a toy for the rich. That, apparently, was the last part of the conversation about this. And 783-90-26 - for those who believe that this car, as well as others, is an ordinary means of transportation. So, first we listen to those who think that this car is a toy for the rich. Hello? We are listening to you. Hello? Well, let's hear another opinion. Here, unfortunately, our calls are interrupted.

E. BUNTMAN: Yes, a small problem with phones, unfortunately.

M. KEDROVSKY: Apparently, because of the heavy snowfall that started a couple of hours ago. Maybe it's on now. So, the first phone number is 783-90-26. Hello? We are listening to you. Well, unfortunately, we have to refuse ...

LISTENER: Hello?

M. KEDROVSKY: Ah, here… Hello. Yes, they finally got through to us. Imagine, please.

LISTENER: Good afternoon. My name is Alan.

M. KEDROVSKY: Here you are calling the second phone. So you think that this car is just a means of transportation? Yes?

LISTENER: Yes, I think it's a means of transportation. Why? Although I don't have a Mercedes, unfortunately I have a jeep in which the only unit is a Daimler-Chrysler. I understand they are merged. I have a jeep. But I don’t have the most pleasant impression of the jeep, because I own it for a year and a half, of these one and a half years, I have it under repair for more than a hundred days. And it is not clear why.

M. KEDROVSKY: Yes. So you dream of a Mercedes, yes, as far as I understand?

INTERVIEWER: It's not like I'm dreaming of a Mercedes. I think that a Mercedes is that car… in particular, I am a builder, I have to travel a lot, I have to drive about 90,000 a year. In principle, all the cars that I had before - Volvo, Audi and so on, well, used ones - they can't keep up with this pace. Not to mention that domestic cars.

M. KEDROVSKY: So your argument is as follows: "Mercedes" is an ordinary car for driving, because of its reliability.

LISTENER: No, a Mercedes is a good car, which, in principle, is reliable. And there will be no problems with it, such as those manufacturers who do not reach the level of Mercedes have.

M. KEDROVSKY: Thank you for your opinion.

E. BUNTMAN: Thank you very much. Unfortunately, we will not have time to listen to more calls until the end of the program. Andrei, before the broadcast, we were just talking about the Mercedes as a reliable car and about the mileage. You told a story from the sports section, a story about the famous British racer Stirling Moss, who actually tested the reliability of a Mercedes. Tell this story

A. RODIONOV: Yes, indeed it is. By the way, we recently discussed with some people who are members of the Mercedes-Classic Club the topic of when, in fact, this Mercedes legend was born. And everyone came to the conclusion that it was connected not even so much with the release of any specific models, but, probably, more with sports successes that began in the late 20s, 30s, and then continued into the 50s and etc.

E. BUNTMAN: It was a famous era, where Caracholla, von Brau-hitch - what Remarque wrote about.

A. RODIONOV: Of course, yes. These are the legendary names, of course.

E. BUNTMAN: By the way, Remarque also has a Mercedes. Sorry for interrupting you. That "Karl", which they repair endlessly and then drive this "Karl", is also a Mercedes.

A. RODIONOV: Forever alive, yes. As for Stirling Moss, I had the good fortune to meet this man in person. This man won the Mille Miglia in 1955. Imagine that this is a route of about 1600 km on the roads of that time, and in a 300-SL Stirling Moss drove it at an average speed of over 150 km per hour. I mean, it's completely unimaginable. This is what the race was like before. And such races, as it were, contributed to this common piggy bank of the legend.

E. BUNTMAN: At that time, maybe with not the most reliable wheels and tires, the average speed was 150 km per hour.

A. RODIONOV: It seems to me that this is for all time, this is an eternal record. We actually have a speed record on the autobahn ...

E. BUNTMAN: It is even difficult to imagine such a distance nowadays.

A. RODIONOV: The speed record on the autobahn was set before the war by Karacholla, and it has not yet been broken.

M. KEDROVSKY: Yes, it is very interesting. Here, by the way, we turn to such a cultural-historical topic. And Victor from Germany sent us a message on a pager: “I live opposite the new Mercedes Museum in Stuttgart. And I advise everyone to go there. I will not read further, there are not abusive things, but they already concern the technical side. You were…

E. BUNTMAN: Well, yes, they complain about expensive maintenance and frequent breakdowns of Mercedes. But the museum is very praised by Victor from Germany.

M. KEDROVSKY: Have you been to the museum?

A. RODIONOV: Yes, I have been to the museum three times.

M. KEDROVSKY: And so, quite briefly, how can you describe it, and what can you advise?

A. RODIONOV: Well, there are a huge number of exhibits. And probably more than 200 cars. In addition, the building itself is of an original design. You see, there exhibition halls are built in the form of ellipses. In order for you to see the next exposure, you have to take steps forward. It all emphasizes movement. That is, everything is permeated with the philosophy of movement. There are a huge number of other exhibits that allow us to enter the era, these are different signs of the times, and so on. And, of course, the cars themselves, as I have already mentioned.

M. KEDROVSKY: And again, by the way, we are returning to cinema. And to this day, "Mercedes" has already grown out of the subject of scenery in fact and has become almost a full-fledged "actor". About some of his roles, this interesting "actor", Saken Aimurzaev.

ABOUT THE BRAND

S. AIMURZAEV: The car of the legendary brand appears in the movies as often as on the streets. So you won’t immediately remember where exactly the Mercedes ended up in all its glory. Well, of course, for us, who grew up on domestic cinema, the first acquaintance with a solid car most likely happened in the film "Seventeen Moments of Spring". Who does not remember the concentrated face of Stirlitz, turning the steering wheel of a Mercedes? It is the enemy car that becomes the place in which Colonel Isaev indulges in reflection, longing for the distant Soviet Motherland and a short sleep. Another story from the Second World War, which was filmed, is inextricably linked with the German machine. This is the movie "Mercedes leaves the chase." On a captured car, several daredevils make a daring raid behind enemy lines. Their path goes along the roads patrolled by the Nazis. Movie heroes of another time - agents Kay and Jay, the legendary men in black - in the second series of their adventures, they fight enemies and desperately drive on assignments in a Mercedes. But all the qualities of a car on the road can be seen in the second part of the film "Taxi", in which a German car competes with its French rival Peugeot. In that race, Mercedes lost, but the competition itself is exciting. However, in addition to stylish, elegant stories in which Mercedes, as they say, in its place, did not bypass a beautiful car, at least in Russia, the fate of any expensive brand. Since the possession of a Mercedes became a distinction in our country, and the car began to be called “gelding” or “mers”, and who was completely “bespectacled”, the German car began to appear in endless TV shows now as an attribute of a rich life.

E. BUNTMAN: Well, to sum up, Mercedes is a brand, one of the most interesting, where legends, myths and a rather subjective idea coexist with objective reality, with automotive and technical reality.

M. KEDROVSKY: Our guest was Andrey Rodionov, editor-in-chief of Mercedes magazine. Thank you very much, Andrey, for your interesting story.

A. RODIONOV: Please.

M. KEDROVSKY: And Evgeny Buntman and Mikhail Kedrovsky. Ahead of you are waiting for "News" with Anna Kazakova. All the best.