AMG

Luxury Performance:
Mercedes-AMG C 63 S Sedan

April 1, 2020 by admin 1 Comment

AMG puts its stamp on the Mercedes-Benz C-Class line.

Fast coupes and sedans once held sway on American roads, but crossovers have largely eclipsed them, at least in terms of availability. But not every manufacturer is neglecting cars, with Mercedes-Benz a fitting example of a luxury marque that’s staying the course.

Mercedes-Benz models with performance credentials are marketed as Mercedes-AMG, with Benz dropped in favor of Daimler’s high-performance AMG brand. Daimler owns Mercedes-Benz, AMG, as well as Maybach and Smart. As for AMG, the brand hires its own engineers, who develop handcrafted engines and other performance systems for this special line of vehicles.

2020 Mercedes-AMG C 63 S Sedan Review

Recently, Auto Trends had the opportunity to drive a 2020 Mercedes-AMG C 63 S Sedan. Based on the famous C-Class line of small midsize models, you’ll also find coupe and cabriolet variants. This series is noteworthy for its 4.0-liter bi-turbo V8 engine. AMG also offers a C 43 version that has a 3.0-liter turbocharged V6 engine. For this review, our focus is on the C63 Series.

Exterior

Take a Mercedes-Benz sedan and swap it out with a sporty grille marked by a large tristar emblem and you have the beginnings of what an AMG-inspired model offers. Dramatic LED lighting, a wide lower air intake, custom wheels, and “gold” brake caliper covers are among the distinguishing features.

The current C-Class does an excellent job of borrowing styling attributes from the larger E-Class and S-Class lines. A long hood and a short rear deck are brand trademarks and look great on this model. Body sculpting and distinct character lines suggest a vehicle in motion.

Among the upgrades are an Exterior Lighting Package ($900), which includes adaptive high beam assist and LED lighting.

Interior

“Attention to detail” has long been a Mercedes trait. Happily, the C 63 series reflects this and then some.

On paper, the C 63 seats five, but the middle position on the back seat isn’t nearly as comfortable as the outboard seats. Instead, use that seat for the wonderful arm-rest and cup-holder that drops down with ease.

Big vent dials, chrome trim, and copious amounts of double-stitched leather dominate the cabin. The circular theme is at once sporty and elegant. Try as I might, I kept forgetting that the transmission lever wasn’t the wiper stalk. The lever is on the right side of the steering column and just as thin as a wiper stalk.

Generously bolstered and padded front seats are AMG staples. The thrones offer excellent support from the back of your neck and down to your thighs. I’ve sat in other seats that wear me out after a while (here’s looking at you, Recaro), but the AMG performance chairs didn’t do that to me.

If you are relegated to the back row, you had better hope that the front-seat passengers don’t require extra legroom. Otherwise, expect your knees to press firmly against the seatback. When not in use, the 40/20/40 split fold-down bench seat supplies access to the trunk, which measures a modest 12.6 cubic feet.

Tech

Paying northward of $70,000 for a new vehicle means enjoying fine features befitting its price point. The AMG doesn’t disappoint as it has a 10.25-inch display, an exquisite Burmeister audio system with satellite radio and HD Radio, Bluetooth, USB connectivity, and Android Auto and Apple CarPlay smartphone compatibility.

There are, however, a few things that come at an extra cost. Under a $1,250 Multimedia Package, Mercedes offers navigation, a touchpad controller, navigation maps, and live traffic updates supplied by TomTom for three years. Separately, customers may opt for a panorama roof ($1,000), inductive wireless charging ($200), a 12.3-inch digital dashboard ($750), and a head-up display ($1,100).

Safety

Beyond eight airbags and a rearview camera, this AMG comes with a suite of driver-assist features. These include blind-spot assist, active brake assist, adapting braking technology, and crosswind assist. For the remaining features, you’ll need to examine one or both packages.

A Parking Assistance Package ($1,100) combines active parking assist, a surround-view system, and rear cross-traffic alert. The Driver Assistance Package ($1,700) includes steering assist, braking assist, lane-keeping assist, blind-spot assist, and related features.

Performance

A turbocharged V8 engine suggests tremendous power and that’s exactly what Mercedes-AMG delivers here. In standard C 63 form, this engine makes 469 and 479 horsepower. When offered in C 63 S guise, AMG ups the power quotient to a whopping 503 horsepower and 516 pound-feet of torque.

Sadly, there isn’t a manual transmission to be had. Instead, AMG marries this engine to a quick- and smooth-shifting 9-speed automatic transmission with steering-wheel-mounted paddle shifters. Power routes to all four wheels, with a rear-wheel-drive bias. An adaptive damping suspension and an electronic locking rear differential are standard.

The C 63 S is extraordinarily powerful and fast. Its step-off acceleration zooms it to 60 mph in under four seconds. While at highway speeds, a slight tap of the gas pedal will have you passing with ease. There is so much power at the ready that you must take care to control your speed. Even the slightest downward push of the pedal will have this sedan rocketing well above 80 mph. There aren’t too many jurisdictions in the U.S. where that misstep won’t result in a heavy fine.

The joy of back road driving quickly becomes evident as this performance sedan tackles twisty roads and pulls out of corners. The wheels are locked down as you perform your maneuvers with the front and back ends remaining stable as you slalom your way forward. Some of my most challenges courses include 90-degree turns – here, you barely need to take your foot off the pedal — and as long as the roads are dry, no braking is necessary.

Without the benefit of switchbacks, you might not fully appreciate what this sedan can do. Direct steering, spot-on and nicely weighted handling are just two of its chief attributes. Find a parking lot at your local dead mall to give it a go – that’s exactly what I did and the results were fantastic. Big brakes bring this sedan to a quick and firm stop – AMG left nothing out. A roaring engine and a percolating exhaust system simply add to the AMG mystique.

Competitive Set

The C 63’s archrival is the BMW M4. The two manufacturers are bitter opponents. Well, maybe not bitter, but strong competitors with a claim to sports sedan supremacy on the line. But you cannot leave out a third German model, the Audi RS5, when considering this segment. The trio are worth exploring although there are also models from other manufacturers that can make a case too.

Our Recommendation

If you’re already looking at this AMG sedan, then your pockets are deep enough to spring for the upgraded C 63 S, our test model. But that’s a $7,400 difference and you’ll still have to pay extra for the three packages mentioned earlier. Also, you gain only a 0.1-second edge on your 0-60 mph time, which is ultimately inconsequential when comparing these two choices.

2020 Mercedes-AMG C 63 S Sedan Specifications

Mercedes-AMG	2020 C 63 S Sedan
Segment	Compact/Midsize luxury sedan
Price Range	$68,100 (C 63); $75,700 (C 63 S)
Destination Charge	$875
Standard Engine	4.0 liter, bi-turbo V8
Horsepower	469/503 @ 5,500 to 6,250 rpm
Torque (lb.-ft.)	479/516 @ 1,750 to 4,500 rpm
Transmission	9-speed automatic
Seating	5
Curb Weight (pounds)	From 3,874
Wheelbase (inches)	111.8
Length (inches)	187.2
Width (inches)	79.5 (w/mirrors)
Height (inches)	56.1
Head room (f,r…inches)	37.1, 37.1
Legroom (f,r…inches)	41.7, 35.2
Shoulder room (f,r…inches)	55.3, 55.0
Hip room (f,r…inches)	NR
Storage (cubic feet)	12.6
Gross vehicle weight rating (pounds)	NR
Towing (pounds)	NR
Payload (pounds)	NR
Fuel	premium
Fuel Tank (gallons)	17.4
EPA Fuel MPG (city/highway/combined)	18,19/27/21,22
Manufacturing Plant	Affalterbach, Germany

Data compiled by Tom Keegan. Specifications supplied by the manufacturer.

See Also — Mercedes-AMG GLE C 63 S SUV

One Fine Week With a
Mercedes-AMG C43 Coupe

July 16, 2019 by admin 3 Comments

AMG is the performance side of Mercedes-Benz, thus all such models are known as Mercedes-AMG, with Benz not even mentioned. The AMG line is impressive, covering nearly three dozen models, including coupes, convertibles, sedans, wagons, and roadsters.

The marque’s popular C-Class range of compact luxury coupes, convertibles, and sedans, serves as the springboard for various AMG C43 and C63 models. Auto Trends had the pleasure of driving a 2019 Mercedes-AMG C43 Coupe in early July, so please read on to find out what we discovered.

2019 Mercedes-AMG C43 Coupe Overview

The fourth-generation Mercedes-Benz C-Class rolled out in 2015. Since then, it has benefited from numerous updates, including an important refresh of all C43 models for 2019.

Indeed, those changes align the C43’s visage with other AMG models and include a new grille, modified front, and rear bumpers, and fresh wheel designs. Step inside and the C43 has a new sport steering wheel and a newly available digital gauge cluster. Rounding out the interior changes are new wood and metal trim. Heated and ventilated performance seats are also available for the first time.

1. A fetching canvas.

Pardon us if wax a bit googly-eye over the C43’s exterior. We weren’t the only ones smitten by the look — it caught the attention of several friends who wanted to know more.

The C43’s front fascia is powerful, sporty, and luxurious. It wears its tri-star badge well, sprouting wings that cover the gaping upper grille. The lower grille is nearly as large, itself offset by large cutouts. Our test model had the available AMG Night Package ($300), which included a front splitter trim strip and front louver inserts (within the cutouts). The front presentation is enhanced by dramatic headlights and LED accent lights. We especially liked the headlamps which feature automatic high beams. What’s noteworthy here is that the beams open like a curtain, spreading the light from the center to the sides. There’s ample side lighting too, giving this model remarkable night vision. This is part of an adaptive lighting system package ($900).

A long hood, sweeping lines, and a short rear deck touts this model’s sporting persona. Distinct body sculpting connects the front and rear lights. A second set of lines moves between the wheels. Side skirts and 19-inch five-spoke aluminum wheels add visual interest. The roofline slopes dramatically to the trunk, itself topped by a spoiler. Wraparound tail lamps bring up the rear, which also has a diffuser amplified by quad exhaust tips.

2. Room for four, on paper.

The AMG C43’s interior is all about the front seat. Yes, there is a two-person rear seat, but you need to be 1), especially agile to gain access, and 2), small enough to do without much legroom.

As for the front passengers, they benefit from excellent room and comfort. The sport seats are prominently bolstered, ensuring that everyone stays in place while navigating twisty roads. The dashboard features a modern design with the center stack topped by a color display screen. Oversized circular vent ports, control switches, and concealed cup holders provide substance. Between the seats is the COMAND controller. The transmission shifter is on a stalk jutting out from the right side of the steering column.

This AMG’s interior is lavishly appointed, with fine materials everywhere, including red-stitched leather on the dashboard and seats, metal trim and handles, and a gloss black finish. Storage is fair, with netting on the drivetrain tunnel and a sizable concealed storage area between the seats. The trunk space should hold about four, maybe five pieces of luggage, but measures just 10.5 cubic feet.

3. Enhanced power at the ready.

All AMG C43 models come with a BiTurbo (twin-turbo) 3.0-liter V6 engine. When it first rolled out, it was rated at 362 horsepower and 384 pound-feet of torque. This year, it has gained 23 horses while its torque output remains steady.

Power is routed to all four wheels by means of a quick-shifting 9-speed automatic transmission. Sorry, no manual gearbox is available — but steering-wheel-mounted paddle shifters supply at least a measure of personal engagement. In any case, the transmission does everything it needs to do to motivate this AMG. Under hard acceleration, this luxury coupe rockets from 0 to 60 mph in about four seconds.

4. Excellent driving dynamics.

You expect most any model wearing a Mercedes-Benz badge to deliver stellar driving dynamics. Slap on an AMG badge and the performance characteristics become legendary.

Weighing just under two tons, the C43 is surprisingly quick, tossable, and a whole lot of fun. Its steering responds fast and with precision, its rear-biased all-wheel-drive system only calls on the front wheels when needed. This means you’ll enjoy a smattering of chassis movement before the front wheels respond.

Three drive modes are at the ready — comfort, sport and sport+, with each building on the previous with sharper shift points, sportier suspension settings, and an increasingly booming exhaust system. The latter takes back pressure and toots a welcome melody.

There isn’t much the C43 can’t do that doesn’t match competing sports cars. It imbues confidence for the driver, as it stays planted on the most challenging roads. Our favorite stretch of looping roads proved its competence, with the C43 sprinting along with authority and climbing hills without gasping. It seems lighter on its feet than its weight suggests, and not once did we detect even a scintilla of turbo lag. In other words, the C43 offers the right power, steering, and handling balance for its size.

5. The kind of technologies you want.

You expect Mercedes-Benz to present cutting-edge technologies, especially in its performance models. This AMG does not disappoint with its chassis technology, which enhances its agility and lateral dynamics. We’ve already touched upon what that means.

As for in-cabin technologies, the C43 comes with a 10.5-inch infotainment center display screen. It also has the brand’s COMAND infotainment software and supplies standard Android Auto and Apple CarPlay smartphone compatibility. Other features include Bluetooth, dual USB ports, HD Radio, and satellite radio. The standard 13-speaker Burmester surround sound system offers exceptional sound clarity with beautiful aluminum speaker grilles matching the interior’s design.

We like the available and very nifty digital instrument cluster, which supplies customizable analog-style and digital displays. It takes some time to get used to it, but once you’re familiar with what it does, you’ll have a large swath of vehicle information and driver-assistance features at the ready.

6. Driver-assist features, but at an added cost.

If there is anything about the C43 that leaves us disappointed, it would be its extra-cost safety features. Mind you that this coupe does have standard blind spot assist, adaptive braking technology, the requisite rearview camera, and various ride control features.

However, to enjoy such advanced features as active lane change assist, evasive steering assist, and route-based speed adaption requires opting for the $1,800 Driver Assistance Package which also requires opting for the $2,300 Multimedia Package. We think the two packages should be offered separately. Better yet, by including the Driver Assistance Package as standard equipment would give this model a leg up, even if it results in a corresponding price increase.

The Bottom Line

The C-Class model line by itself represents an outstanding roster of coupe, sedan, and cabriolet models. Your AMG options extend beyond the C43 to include BiTurbo 4.0-liter V8 handcrafted engines with an output of 469 horsepower and 479 pound-feet of torque or 503 horsepower and 516 pound-feet of torque in the S-model. You’ll pay handsomely for the latter with its base price starting at $76,450. But then that’s only $2,000 more than our test C43 model loaded with nearly $17,000 worth of upgrades.

To sum up, the Mercedes-AMG C43 Coupe is a delight, a model that pushes the margins of the C-Class to greater heights. We could wish for a manual transmission, but the 9-speed automatic is a jewel and the paddle shifters provide at least some of the connectivity to the road we want. Perhaps the biggest challenge is settling on a body style, but at least the choices are there and the results are equally pleasing.

2019 Mercedes-AMG C43 Specifications

Sticker price from $57,450 (plus a $995 destination charge)
Price as tested: $74,410
Seats 4
Engine No. 1: twin-turbo 3.0-liter V6 gasoline engine
385 horsepower @ 6,100 rpm
384 foot-pounds of torque @ 2,500 to 5,000 rpm
9-speed automatic transmission
Wheelbase: 111.8 inches
Length: 184.8 inches
Width: 71.3 inches
Height: 55.3 inches
Passenger volume: TBA cubic feet
Storage volume: 10.5 cubic feet
Towing capacity: NR
EPA: 19/27/22 mpg city/highway/combined
Premium grade gasoline
Fuel tank: 17.4 gallons
Curb weight: NR
IIHS safety rating: Top Safety Pick+ (sedan)
Limited vehicle warranty: 48 months/50,000 miles
Powertrain warranty: 48 months/50,000 miles
Vehicle assembly: Bremen, Germany

Lexus RC F: Manual, Please?

August 3, 2015 by admin 3 Comments

Lexus RC F

Like most of its chief competitors, the Lexus RC F does not offer a manual transmission. Instead, Lexus mates its stout 467-horsepower, V-8 engine to an eight-speed automatic transmission with manual shifting capabilities. No three-pedal workout is available, but you can control the shift points with the auto stick or by means of the steering wheel-mounted paddle shifters.

Introduced for the 2015 model year, the rear-wheel drive Lexus RC is composed of RC 350 and RC F editions. Both coupes are based on the IS sedan platform. Auto Trends reviewed the RC 350 earlier this year; that review can be found here.

The Lexus RC F is a 2+2 sport coupe with a mostly useless back seat. If you can maneuver a car seat and position it on the rear seat, then you can bring your baby with you. However, a toddler sitting on a booster seat just might whine and complain about the lack of legroom. Never mind the crying and gnashing of teeth rejoinders from anyone larger than a tot.

Read “F” as in RC F and that means you’re taking in Lexus’ performance brand. “F” to Lexus is what “M” is to BMW, what “AMG” is to Mercedes-Benz, and what “RS” is to Audi. It is also the performance equivalent of the “V-Series” to Cadillac. But don’t ever confuse “F” with “F Sport” as the latter Lexus appellation is all about the looks, but not the performance. By the way, the “F” stands for Fuji Speedway where Lexus conducts its testing.

Lexus RC F

The luxury sport coupe class is what owners of the Dodge Challenger, Chevrolet Camaro and Ford Mustang might consider when they want the ultimate combination of luxury and performance. Still, all three American mainstream brands can usually excel on the straightaway with the Europeans holding the advantage in handling.

In the Lexus RC F, this sports coupe delivers a truly aggressive persona. Chiseled lines, deep scallops, a rakish profile, and a dynamic rear fascia amplify this model. The front fascia is dominated by Lexus’ now common spindle grille or hourglass design, offset by sinister headlamps and swoosh daytime running lights. Got Nike?

Some other stand out features on this model include a hood scoop, cooling ducts, an active rear wing, and distinctive stacked tailpipes. Each model is outfitted with 19-inch forged aluminum wheels. Notably, the tire sizes are 255/35R19 in the front and 275/35R19 to the rear.

Lexus RC F

2015 Lexus RC F

View manufacturer details and pricing

Slide behind the steering wheel and you’ll immediately be enveloped in a comfortable, highly supportive sport seat. Indeed, Lexus says they employed special integrated foam construction to ensure that the seat conforms to a person’s body. Not only does it deliver customized support for each person, but it eradicates wrinkles and prevents cover slippage common to such seats.

The rear seat is fixed in place, but it includes a pass-through to the trunk for your skis, golf clubs, and other long items. Certainly, the extra room is beneficial, as the trunk offers just 10.1 cubic feet of storage space.

An electronic tilt and telescopic steering column moves into place when you start the car. The three-spoke steering wheel is small and raised, similar to what you would find in a race car. Finger rests, thick padding and oversized paddle shifters are notable features here.

Lexus RC F

The instrument panel offers an unusual design with an oversized analog tachometer centered within. To the left is the digital driver’s information center. To the right is an analog speedometer. A sport instrument hood covered in felt-like stitched material tops the panel.

The top of the dashboard is even, but just below that the lines are interrupted as the instrument hood gives way to the center stack. The color display resides at the top of the stack and occupies a recessed compartment. The operation of the screen is by means of a control pad located just below the transmission shifter. That pad works much like a mouse. Some may find it distracting, but I’ve gotten used to it and have learned how best to keep my eyes on the road by making darting glances as I harmonize the cursor with the intended command.

Below the color display are vents with an analog clock centered between them. Climate control switches, a CD player, and a micro SD card for controlling the navigation system are below that. Seat warming and cooling switches, the transmission stick and Lexus’ “vehicle dynamic integrated management” (VDIM) system follow. The armrest doubles as a deep storage compartment with two USB ports, an auxiliary input port and a 12-volt outlet present.

Lexus RC F

VDIM allows the driver to choose one of four drive modes: normal, eco, sport, and sport+ (S+) modes. Choose S+ and you’ll enjoy the best of the driving attributes offered by this model. S+ automatically turns on the active sound control (ASC) system, which retunes the exhaust, intake and mechanical sounds inside the vehicle. In effect, it transforms a rather sedate coupe into a sound beast, with notes heretofore muted now allowed to blast forth. Take note of the transmutation from low and deep tones under 3,000 RPM to vigorous bellowing notes as the tachometer passes 6,000 RPM.

Switch the gear shifter to “M” for the manual and the coupe’s behavior immediately changes. You get eight forward gears to work with and full torque-converter lockup is apparent from the second gear on. Rapid up shifts are possible and the transmission’s throttle blipping control matches the engine speed with each gear.

The RC F’s start/stop button is at the two o’clock position to the right of the steering wheel where the instrument hood intersects with the center stack. Press the aluminum-pedaled brake and the start button and the RC F comes to life. No huge roar from the exhaust, but enough of a welcoming note to say that this is no ordinary RC.

Lexus RC F

So what exactly gives the RC F the kick you desire? Well, the engine of course. But the experience is immediately tempered by a lack of a manual transmission, a deficiency found in competing Mercedes-Benz and Audi models, but not in the BMW M4. And as of 2016, not in the Jaguar F-TYPE.

I do realize that the take rate on such transmissions is much smaller these days, but to be taken seriously in this business, you need to offer one. The German makes have years of lead time on Lexus when it comes to performance cars and AMG shoppers may be more willing to forgive Mercedes-Benz for that slight even if they remain deeply disappointed just the same. Lexus needs the added credential and offering a slushbox only is a problem waiting for a remedy.

Yet, the RC F performs admirably and is up to the task. Lexus says the luxury coupe can go from 0 to 60 mph in just 4.4 seconds and that’s a noteworthy number. The naturally aspirated V-8 delivers ample punch when you need it, which should satisfy the majority of people.

Lexus RC F

On the straightaway, the RC F rockets and delivers an excellent kick when passing on the highway. You’ll hit 90 mph without much effort and that’s a danger when Smokey is on the hunt to fill his monthly ticket quota.

Take the RC F on curvilinear roads and you will see what this luxury coupe is made of. On the one hand, you won’t be thrown out of your seat. On the other hand, this Lexus handles every twist and turn with precision. And you won’t have to fight with the steering wheel to maintain control.

Power through the curves seems to fall just short, coming in below Lexus’ competitors. You can’t help but feel that this model’s two-ton weight presents a disadvantage, although body roll and turn ins are not the issue. Push the steering to the limits and the system pushes you back, unless you disengage traction control and operate the RC F in S+ mode. Make no mistake about it: the safety overrides are at the ready and for the driving enthusiast they subtract vigor.

Lexus quality, including fit and finish, the materials used and the layout are beyond reproach. The RC F is a masterpiece, as the interior is exquisite with carbon fiber, leather and soft-touch materials used throughout the cabin. The price is competitive and the long-term value of the RC F is also something to consider.

Lexus RC F

2015 Lexus RC F Specifications

Sticker price from $62,400
Price as tested: $66,100
Seats 4 occupants
5.0-liter 32-valve V-8 gasoline engine
467 horsepower @ 7,100 RPM
389 foot-pounds of torque @ 4,800 to 5,600 RPM
3.70 inches bore by 3.52 inches stroke
Engine compression ratio: 12.3-to-1
8-speed automatic transmission
Wheelbase: 107.5 inches
Length: 185.2 inches
Width: 80 inches
Height: 54.7 inches
Passenger volume: 79.4 cubic feet
Storage volume: 10.1 cubic feet
Towing capacity: NR
EPA: 16 mpg city, 25 mpg highway
Premium grade gasoline required
Fuel tank: 17.4 gallons
Curb weight: From 3,958 pounds
IIHS safety rating: Top Safety Pick+
Limited vehicle warranty: 4 years/50,000 miles
Powertrain warranty: 6 years/70,000 miles
Corrosion warranty: 5 years/unlimited miles
Vehicle assembly: Aichi, Japan

See Also — Luxury Performance Sedan: Lexus GS F

Automotive Branding: Are Sub-brands the Way to Go?

September 6, 2013 by admin Leave a Comment

Ask what should seem to be a fairly straightforward question and you would hope for similarly worded answers. That wasn’t the case when I made a query to auto industry and public relations professionals about branding.

That query asked: Are sub-brands the way to go?

By sub-brands, that would represent a brand that “reports” to another brand. For instance, Scion is part of Toyota. The M-Series is a performance sub-brand for BMW. AMG does likewise for Mercedes-Benz.

The BMW i3 launches the “i” sub-brand.

Sub-brand Defined, Sort Of

We’ve been hearing a lot about automotive sub-brands lately as Toyota seeks to give its dealerships more freedom on whether to carry Scion or not. In some eyes Scion is a separate brand given that its cars are registered separately. Fair enough. However, other respondents focused on the defunct Saturn as a sub-brand of GM while still others looked at Lexus in the same way.

For the record, Saturn was originally a separately held company and GM subsidiary before it was eventually pulled in to the brand fold to join Cadillac, Buick, Chevrolet and others. Lexus, developed in the 1980s, is Toyota’s luxury brand. Perhaps some respondents were looking at the lack of distinction between select earlier Toyota and Lexus models.

Let’s be candid: even marketers sometimes do not fully understand branding.

Besides Scion, BMW is launching its “i” division, a sub-brand of BMW. Lincoln recently announced its “Black Label” and Cadillac may yet expand its new “VSport” line to several models. All three examples are sub-brands.

What I wanted to know is what upside does a sub-brand have for a manufacturer?

Lincoln will launch its Black Label late in 2014.

BMW, Mercedes-Benz and Prius

Justin Cupler, editor-in-chief at TopSpeed.com, explained that “sub-brands ultimately are a way for an automaker to go outside of its typical scope without fearing damage to its main image. It’s almost like a beta test to see if it’ll work or not. If it fails, the maker can chalk it up as just a “test.” If it succeeds, the automaker looks like a genius and pulls in profits on the brand.”

Kevin O’Brien, Vice President, Marketing Solutions Operations at Minacs Marketing Solutions, gave an example of Prius (sub-brand of Toyota) noting the timing of the hybrid’s introduction when the segment was new. Once its environmental benefits were recognized Prius “organically developed into a sub-brand as the consumers were very loyal brand advocates.” Besides its market timing, brand positioning and product quality also helped advance the Prius line, while offering insulation for the Toyota brand should it later decide to abandon Prius noted O’Brien. That, of course, isn’t about to happen as the Prius family now consists of four vehicles, a line that also outsells all other hybrid models combined.

Lincoln and Cadillac Approaches

What is interesting about the Lincoln and Cadillac sub-brands is that the former is taking an approach based on design, the latter on performance. Both approaches may tell much on just how the parent brands perceive their upscale brands, with Lincoln taking a more traditional approach, while Cadillac appears headed to take on BMW and Mercedes-Benz on their own turfs.

Ford describes the Black Label Collection as “a new and higher level expression of the brand’s design, craftsmanship, and personal service and experience.” The automaker said that equipped Lincoln models will feature four exclusive exterior colors and a variety of interior enhancements including Venetian leather.

For GM, the emphasis is on performance with Cadillac VSport. Both the CTS and XTS sedans will offer the line, powered by the brand’s first-ever twin-turbo power engines. The enhanced 3.6-liter V-6 engine makes 420 horsepower and is paired with an eight-speed automatic transmission.

Cadillac VSport features a twin turbo V-6 engine.

The Future of Branding

Likely, we’ll see the introduction of more sub-brands moving forward. As both Daix and O’Brien indicated, if a sub-brand doesn’t succeed, it can be ended. On the other hand, the start up costs for launching a new brand are huge, requiring the creation of a separate dealer network. With sub-branding, the network is already in place and promotional costs can be contained.

Photos courtesy of BMW, Lincoln and Cadillac.