Giannis
Staff member
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The obvious answer to this question would be "yes" according to the vast majority of our membership, but the right thing would be to think of this question as thoroughly as possible before answering:
Ten to fifteen years ago, the luxury sedan segment was much more different. The S-Class was present with the W220 version later replaced by the W221. BMW offered the E38 7 series that was replaced by the E65. Audi was also present with the then D3 A8, later replaced with the D4. This segment was clear, back in the day. Those that actually wanted to drive, as opposed to be driven, with their luxury sedan would opt for the 7er, the better driver's car of the segment, following the traditional BMW values of direct steering and involving handling. The A8 was the most understated vehicle. Not much different from an A4 as far as the exterior design was concerned, it was an entirely different world, once one opened a door. Simple and elegant design with high-quality materials, the A8 was the choice of those who wanted to drive unnoticed. Then there was the S-Class. The W220 version was heavily criticized for its material and reliability, but it was still the first in sales, as its heritage and cachet was undeniable. It was then replaced by the W221 generation, a vastly better car, packed with technology (including adaptive cruise control, MBC and Pre-Safe).
The W221 was packed with technology quite ahead of its competitors, the weird E65 7 series and the understated A8. It was positioned very accurately, featuring a very elegant design that was neither indifferent, nor very bold. The interior was cleverly minimalistic, hiding all the features that weren't needed all the time, providing a luxurious feel that was to be found in much more expensive offerings from Rolls-Royce and Bentley. But the differences between the other two offerings in the segment were getting smaller, while Lexus became competitive, with their top-of-the-line LS, at least in the US. The 7er lost some if its driver's appeal, trying to attract a broader spectrum of the high-end luxury customers, who were after a luxury sedan, rather than a sports car. On top of that, it's Bangle 1.0 era styling alienated many traditional BMW customers, as the pre-facelift E65 7er was a ground-breaking car, design-wise. A love-or-hate at first sight design, had few fans, and many haters. It came in an era that was trivial for BMW, which chose to revolutionize its design language, opting for a risky decision that would affect many models and a large time frame, with the ultimate target the increase of sales.
The E65 7er was replaced by the F01 7 series, with a very toned-down styling and even less driver appeal. BMW wanted more sales, and the luxury sedan target group demands one thing above all; comfort. The similarities with the 5er, both inside out are many design-wise, as BMW tried a more politically correct approach to their upper end of the line-up. The F01 7er has to face, apart from the S-Class, the D5 A8, Ingolstand's top-of-the-line sedan. The current A8 is still very understated, until you get inside. The interior design is excellent, with traditional (as in non-digital) instruments, a simple dashboard and an LCD screen that rises behind a large piece of wood trim. A very cozy interior proves Audi's point, making the A8 the obvious choice for the customer that wants to be as unnoticed as possible, while being surrounded by ample luxury.
So, what's MB's take on this? Mercedes-Benz is sticking to the brand's traditional values, offering the best tour-de-technologie in the segment, with the S-Class featuring the latest version of Pre-Safe, Magic Body Control, Adaptive Cruise Control, a Burgmeister audio system and sophisticated climate control, all neatly packed in a very sophisticated design. The exterior is majestic, with the new corporate face being matched to a simple side profile and an amazing rear. The interior is conventionally unconventional, with everything being controlled with two large LCD screens and all the buttons neatly hidden or integrated with various trims.
The S-Class offers the most recent and cutting-edge technology in the segment in a high-quality and beautifully design package. What the competition has to offer is either understatement, or softened sportiness. What it takes to be the king of the class? Being the best or nothing, as MB beautifully sums it up.
Even though the S-Class is officially just a day old, we are convinced that it's still the king of its class, the benchmark, like the 3er is for the entry level luxury sedan market or the Range Rover for the luxury SUV segment. When the replacement of the 7er or the A8 comes to the market, the question will be if it's as good as the S-Class, not vice versa, as a silent admission of the S-Class'es domination when it comes to the best luxury sedan.
