Whether it’s long-standing rivals or new entrants to the market, their product planning and marketing strategies almost inevitably revolve around this legendary model. For challengers, it is both the view from the summit and the benchmark they cannot avoid.

What’s even more intriguing is that the Mercedes-Benz E-Class is far from being just a "sitting target." Not only does it withstand every wave of competition, but it also strikes back at critical moments, emerging even stronger. From technological advancements and design innovations to leaps in smart features, every upgrade pushes the definition of "benchmark" to new extremes.

This phenomenon of being the "bullseye" is, at its core, a testament to its status in the industry. If you want to create a luxury executive sedan, you have to measure up to the E-Class. If you want to make waves in the market, you must aim to challenge the E-Class.

But here’s the question: Why does the Mercedes-Benz E-Class consistently withstand these waves of competition? What exactly allows it to maintain its position at the center of the target for so long?

Leading the Way in Every Era

For any model to endure decades of market validation, there’s no doubt it must have done something right. From the debut of its first generation in 1947 to the current eleventh generation, the Mercedes-Benz E-Class has stood as an ageless legend, carrying the banner of Mercedes-Benz’s luxury car lineup.

Let’s rewind 77 years. Post-World War II Germany was in ruins, yet Mercedes-Benz displayed extraordinary courage for the time by launching the first-generation E-Class (then known as the W136). This model not only redefined the concept of luxury sedans but also became a symbol of Germany’s economic recovery after the war. With its stately appearance, meticulously crafted interior, and reliable performance, the E-Class quickly won over consumers. It sent a message to the people of that era: even in the toughest of times, luxury is something that can still be pursued and achieved.

The success of the Mercedes-Benz E-Class is largely attributed to its willingness to "lead the way" in terms of technology. At every critical juncture, it has not been a passive follower of trends but an active setter of industry standards.

Back in the 1970s, the Mercedes-Benz E-Class was the first to introduce the ABS anti-lock braking system, setting a new benchmark for automotive safety. This technology prevented vehicles from skidding during emergency braking, significantly improving handling stability and driving safety. While ABS is now a standard feature in most cars, it was considered a bold innovation at the time.

In the 2000s, the eighth-generation E-Class became the world’s first vehicle equipped with an intelligent lighting system, capable of dynamically adjusting the angle and brightness of the headlights. This innovation provided an unprecedented sense of safety for nighttime driving and became synonymous with cutting-edge technology in luxury cars.

By 2016, the tenth-generation E-Class was equipped with an L2-level intelligent driving system, enabling features such as automatic acceleration, braking, and lane-keeping under certain conditions. This not only enhanced driving convenience but also laid the groundwork for the development of future autonomous driving technologies.

Today, the eleventh-generation long-wheelbase Mercedes-Benz E-Class takes a bold step into the digital age, introducing the MBUX Superscreen with a new “2+1” layout that combines an independent driver’s display with a central infotainment screen. This setup ensures that entertainment and driving functions remain separate while offering AI learning capabilities and customizable scenarios. It completely redefines traditional perceptions of luxury car interiors. Once again, the E-Class demonstrates through technology that luxury is not just about tactile comfort but also about the futuristic experience enabled by innovation.

Every “first” from the E-Class represents a redefinition of the luxury car market. It is this fearless spirit of innovation that has made it the benchmark others strive to match.

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### **Long Wheelbase, Customization, and Understanding Local Needs**

The legacy of the Mercedes-Benz E-Class is not confined to the global market—it is also a perennial favorite in China.

As one of the earliest luxury models to be localized for production in China, the E-Class has undergone a remarkable transformation from “tentative entry” with the eighth generation in 2005 to “deep localization” with the eleventh generation in 2024.In 2005, the eighth-generation Mercedes-Benz E-Class was officially localized for production in China, marking the brand’s first major step into the Chinese market. At the time, the domestic luxury car market was still in its infancy, and the perception of "imported cars = luxury" was deeply ingrained among consumers. However, Mercedes-Benz keenly recognized the immense potential of the Chinese market. The localized production of the E-Class, with its more competitive pricing, laid a solid foundation for the brand’s subsequent market expansion.

This move was akin to "taking root" in China. Mercedes-Benz didn’t settle for merely assembling vehicles locally; instead, it gradually localized its operations across research and development, manufacturing, and supply chain management, truly integrating itself as a key player in the Chinese automotive market.

Mercedes-Benz also realized that Chinese consumers had significantly different expectations for luxury vehicles compared to those in Europe and North America, particularly a strong preference for spacious rear seating. Recognizing this trend, Mercedes-Benz introduced a long-wheelbase version of the ninth-generation E-Class, which significantly enhanced rear legroom and overall comfort.

From a design perspective, extending the wheelbase often risks making the vehicle’s proportions appear bulky or awkward. However, the Mercedes-Benz E-Class skillfully employed a refined design language to maintain its elegant silhouette. The long-wheelbase version retained the commanding presence and sleek lines expected of an executive sedan, showcasing the brand’s mastery in product design.

The eleventh-generation long-wheelbase E-Class, launched in 2024, further enhances rear-seat space and interior luxury to cater to the "executive chauffeur-driven" use case favored by Chinese consumers. With over ten China-exclusive rear-seat luxury upgrades—such as first-class seat adjustments and Maybach-inspired rear triangular windows—the model sets a new benchmark in the industry.

In summary, the long-wheelbase design of the Mercedes-Benz E-Class is not just about the feature itself. Through meticulous engineering, every inch of space is utilized efficiently, while also creating a value proposition that says, "spaciousness is not just about comfort; it’s a symbol of status."

In the past, long-wheelbase designs were exclusive to top-tier luxury vehicles. However, the Mercedes-Benz E-Class brought this feature to executive-level luxury sedans, sparking a market-wide "long-wheelbase trend." After the launch of the long-wheelbase version of the E-Class, other brands quickly followed suit, making long-wheelbase models a standard for entering the Chinese market. This entire movement can be traced back to the pioneering efforts of the Mercedes-Benz E-Class.

Looking back now, this "localized approach" to product strategy has fundamentally reshaped Chinese consumers' perception of luxury sedans. The "extension of the wheelbase" ultimately reflects a deep understanding of the Chinese market and its users' needs.

To better cater to Chinese consumers, Mercedes-Benz has elevated localized research and development to a strategic priority. Over the past five years, the company has invested more than 10.5 billion RMB in the Chinese market, establishing R&D centers covering areas such as electrification, intelligence, and autonomous driving. This has not only enabled Mercedes-Benz to respond swiftly to the needs of Chinese consumers but also positioned China as a critical hub for the brand's global innovation efforts.

Mercedes-Benz has also introduced many "grounded" innovations tailored to China. For instance, to address the complexities of parking in China, the brand optimized the recognition accuracy of its next-generation intelligent parking system. Its L2+ navigation-assisted driving system, which prioritizes the driver, supports both highways and urban expressways, offering features like automatic lane changes and automatic avoidance of large vehicles. The system ensures it doesn’t wrest control from the driver, delivering a reassuring and user-friendly "human-machine co-driving" experience. These innovations not only make the E-Class more attuned to user needs but also convey a sense of "customized respect" to consumers.

Over the past decade, Mercedes-Benz has demonstrated one key truth: to win the hearts of Chinese consumers, it’s not just about effort but also about truly understanding the "local context." "China-exclusive" is not just a slogan—it’s a commitment.

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### Always "Benchmarked Against": A Challenge and a Recognition

From a market pioneer to a leader of the times, the Mercedes-Benz E-Class has spent 77 years defining what "luxury" truly means. This is not only reflected in its relentless pursuit of technology, design, and experience but also in its unwavering position at the forefront of the era, daring to challenge the limits of market perception.After 11 generations of evolution, the Mercedes-Benz E-Class has been delivered to over 16 million customers worldwide, a testament to its widespread appeal and success.

The reason the Mercedes-Benz E-Class is often "used as a benchmark" is because it has defined the standard of an era; it is "unparalleled" because it has never stopped surpassing itself. From setting safety standards to today's digital luxury cockpit, from the luxury awakening in 1947 to the intelligent leadership in 2024, the Mercedes-Benz E-Class maintains an unshakable position in the luxury car sector.

In China, the world's largest automotive market, the Mercedes-Benz E-Class has perfected localization, addressing every need from design to technology to user experience. Over nearly 20 years, it has transformed from a "guest" to a "leader."

This success story is not just about a single car but reflects the deep cultivation of the Mercedes-Benz brand in the Chinese market. This explains why the Mercedes-Benz E-Class frequently appears in competitors' presentations.

In this context, being the "target" is not only a challenge for newcomers but also recognition for the leaders, symbolizing industry status.

To become an industry leader, one must first align with the Mercedes-Benz E-Class. The legend of the Mercedes-Benz E-Class continues to be rewritten through countless instances of being "used as a benchmark."