“With the S-Class, we’re offering a package of technologies that nobody can compete with and a quality that expresses the highest exclusivity,” said Zetsche, who approved the car after a final drive in the Swabian Alps in spring 2012. The route included slopes and curves and rough roads to test the suspension and noise levels. About 800 developers were involved in the project.

S-Class deliveries are forecast to surge 63 percent to 98,600 vehicles this year, beating the combined total of 88,100 for BMW’s 7-Series and Audi’s A8, according to IHS Automotive.

Signature Vehicle

“The S-Class is a decisive signature vehicle for the brand and very profitable at the same time,” said Juergen Pieper, a Frankfurt-based analyst with Bankhaus Metzler, who estimates that the car has an operating profit margin of 12 percent to 15 percent. “Its importance goes far beyond its sales figures.”

Daimler, which targets a margin of at least 10 percent for Mercedes, declined to release profitability figures on individual models, citing company policy. The Stuttgart, Germany-based manufacturer also declined to comment on future model plans.

By adding more variants at the top end of its lineup, Mercedes is looking to balance out its increasing dependence on compact cars. Sales of models like the $29,900 CLA sedan will make up 30 percent of the brand’s global vehicle sales this year, compared with half that in 2011, according to IHS. That push for volume comes with risks to its image.

Myth Risk

“The myth of the star might get lost on the way,” said Patrick Welter, who publishes the German S-Club magazine. “They have to be careful that they don’t diversify too much. They’re losing part of the exclusivity.”

To protect its reputation as a brand for the elite, there’s the Pullman. At 21 feet, the car will be about as long as a great white shark and about 16 inches longer than the $474,900 extended wheelbase version of the Rolls-Royce Phantom, making it the biggest series-produced passenger car. The BMW unit declined to comment on competition with the S-Class.

“With the demise of Maybach and Mercedes expanding its compact car range, it is arguably more important than ever for the silver star to showcase its luxury prowess,” said Neil King, a London-based analyst with Euromonitor.

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