Nicholas Speeks, president and CEO of Beijing Mercedes-Benz Sales Service Co Ltd, finds a compelling connection between the historic E-Class sedan and China's ancient capital Xi'an.
As he introduced the latest edition of the model in the city on June 19, Speeks said "Xi'an holds a significant position in China's history, famous for the Bronze Horse Carriage, as the capital of nine dynasties and as the gateway to the Silk Road".
"Just as the E-Class has had an important standing at the core of our brand since 1945 - it is now nine generations of history."
Mercedes-Benz announced the launch of the newest E-Class with 15 model variants including the E 200 L, E 260 L, E 320 L and E 400 L at prices ranging from 429,000 yuan to 798,000 yuan.
Building on last year's model, the new E-Class has enhancements including the new BlueDIRECT engine with third-generation direct injection turbocharged technology as well as Intelligent Drive driver assistance systems, and for the first time on the E-Class, 4MATIC all-wheel drive.
"As the world's most prestigious executive limousine, each generation of the E-Class and its competitive, segment-leading features have been enthusiastically received," said Speeks.
"Customer admiration for the E-Class is evidenced by its remarkable market performance and nearly 80 percent year-on-year growth in the first five months here," he added.
"These also demonstrate the increasing strength of Mercedes-Benz' locally made family of vehicles.
"With both the car and now the engine made in China, Mercedes-Benz' commitment to the country only continues to grow.
"It is also crucial in our quest to achieve sustainable growth, and ensuring that by 2015, two out of every three Mercedes-Benz vehicles delivered to Chinese customers will be produced locally."
With upgrades in its powertrain, driving performance and specifications, the E-Class is now more dynamic, intelligent, and refined than ever before, said Speeks.
The broader range of 15 variants with a new entry-level model also enables more customers to enjoy the brand.
Fred Duan, executive vice-president of sales and marketing at BMBS, said "for any country to prosper, it must rely on a strong backbone".
"In China, these 'backbones' are people of substance. They are led by ambition, versatility, vision, innovation, responsibility and taste, and these values remain the cornerstone of China's development," said Duan.
"Made in China, the new E-Class was designed with these qualities in mind. The New E-Class forms an emotional connection with these 'backbones' who always pursue the best."
The new E-Class comes with a new 4-cylinder or V6 BlueDIRECT turbo engine.
In addition to its 400 Nm of torque - an increase of 33 percent from its previous generation - the E 320 L now requires just 7.9 L of fuel per 100 km, a decrease of 18 percent.