Mercedes Appears To Be Working On A New Nomenclature

It appears as if Mercedes-Benz is preparing a significant alteration to its existing nomenclature.

Auto Guide has uncovered trademark applications made in Canada, and other markets, which suggest the German manufacturer could soon start referring to its non-AMG models with two-digit nameplates.

Traditionally, only the marque’s AMG models have had two-digit names (e.g 43, 53, and 63). However, the German automaker recently filed trademark applications for A 40, CLA 40, SLC 40, SLC 50, and GLE 50 in Canada. Furthermore, it filed to reserve CLA 50 in Germany and worldwide with the World Intellectual Property Organization.

While it would be easy to explain these names as being forthcoming AMG variants, they could very well be the first in a new naming scheme that ditches badges like CLA 250 and SLC 250.

The new trademark applications don’t stop here. Mercedes has also filed to protect CLA 53, G73, and S73, three names that seem very likely to adorn AMG models. It is reported that ‘73’ branded AMG models could come equipped with the brand’s hybrid performance powertrain, potentially delivering upwards of 800 hp.

One final trademark application is for the badge ‘Turbo 48’. It is speculated that this could refer to turbocharged Mercedes models equipped with 48V mild hybrid systems and may adorn all applicable models.

When quizzed about the patent applications, Mercedes North American spokesman Brian Cotter declined to comment.

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  • Kagan

    3 is cool and history!
    560 SEC

  • Makes it more confusing tbh, better than Audi insistence to make hp as part of their nomenclature.

    • CADOX

      Wrong. Audi changed a couple of months ago their naming system to no longer be defined by horse power with 2 digits similar to MB.

      • This, it’s so nonsense that I couldn’t even care the naming system anymore. Like as if regular customer would care more.

  • Dr Strangefinger

    Why???

    • CADOX

      Because with the slow extinction of the traditional engine it’s no longer necessary to refer to horse power in the naming system. Huge companies like MB, Audi, etc…. need to stay ahead of the curveif they want to maintain their dominance on the luxury market. This change may amount to nothing for you but it’s perfectly understandable and a sound business decision.

      • Dr Strangefinger

        I disagree.

  • Kash

    I think a lot of these are just Mercedes protecting something that even remotely sounds like one of their models, but things like A40 and alike could replace the current 45 models with new generations, and of course 73 names are very likely potential flagship AMG models for their various models.

    If Mercedes were to replace 45 with simply 40 then I think we’ll see a SLC40 using the i4 from the current 45 models, or their replacements, to slot under the SLC43, this would also make more sense for continuity; the larger the number = the larger the engine.

    It would be interesting to see a CLA53 though, that would be one mean competitor for the RS3 and M2 for sure.

    • europeon

      I think they’re rather trying to capitalize AMG’s success (we had this discussion before) by making the regular models more AMG-ish.

      Even when they downsized, they never went descending to smaller number designations – remember when back in the day 55s were 5.5s and the 63s were… well 6.2, then they kept the 63 and 65 going to 4.0s? – so renaming A/CLA45 to 40 is highly unlikely.

      OR, maybe they’re going to dilute the AMG brand even more, by introducing even “lighter” AMG models – just like S-line is a thing for Audi.

      • Kash

        Yes i remember those days, but remember Mercedes dropped the M(L), GLK, CLK, CL, and SLK names to better align those models with their core families and better establish a hierarchy. Well in the last decade everyone has come to know a 55/63 model to have a V8 and 65’s have V12’s, the emphasis is being placed on the number of cylinders not displacement. I think Mercedes is getting ready to drop the 45 name in favor of the 40, or all 43’s are going to become 53’s, all in the name of continuity and better establishing the hierarchy, especially since the new i6 will be built alongside the i4.

        Now if we ask, which of those 2 scenario’s is the more likely one, I’d say all 43’s becoming 53’s, however I think 45’s becoming 40’s is not all that unlikely because I think Mercedes may be hesitant to jump right into making all 43’s into 53’s.

        • europeon

          I guess time will tell who was right.

          • Kash

            exactly, it’ll be interesting to see which route the go to be honest.

        • LJ

          Ask the average car buyer what any of that means and they’ll have no idea.

  • Merc1

    It’s amazing how stupid things get repeated and then people start to believe it. A letter and then 2 numbers is NO DIFFERENT from what they do now. How is this a change? Just plain stupid. Where is the 368hp 4-cylinder in the new Jeep? Where is the common sense?

    M

  • zM

    … not to mention, Mercedes would benefit from a few million € by saving a number in the nomenclature, even more so on volume models…

  • LJ

    These alphabet soup names are all confusing, cold and soulless.

    Lincoln has the right idea… bringing back actual names is the way to go.

    • Status

      Except with Lincoln there is no hierarchy, and you have no idea what a ‘Continental’ is relative to an MKX.

      Also, Continental doesn’t carry as much weight as the name ‘Lincoln’ does, so really most important name on a luxury car is the one that comes with the badge.

      • LJ

        People don’t know what any hierarchy means unless it’s explained to them, but I guarantee more people know what a Continental is compared to an E36 or an XJ.

        • Status

          Wrong. People know what a hierarchy is right from childhood as they know the order of letters in the respective alphabet and the order of a base 10 system.

          People know what an E36 and XJ are just like they know what a 3-series, A8, CT6, RX and XC90 are. Those name are made of numbers and letters are hardwired into every single person on earth and they already come with a built-in hierarchy that doesn’t take much effort to understand. An A8 is larger than an A6 by virtue of the difference in numbers. Simple and uncomplicated.

          The only thing your guarantee about the Continental covers is elderly Americans, who are the only people who know what a Lincoln Continental is, but apparently are too confused by numbers and letters.

          • LJ

            I didn’t say people don’t know what a hierarchy is.

          • Status

            You certainly tried to make a range hierarchy sound too complicated to understand.

            You say letters and numbers are cold and soulless. I say non-hierarchy names are directionless and disorganized, and that’s no way a luxury automaker should present itself to the world.

            And before you say Rolls or Bentley and their named cars, may I remind you that you’d be comparing bespoke, custom build cars with mass produced American cars.

            Tell the world you drive a Rolls and they don’t care about the model name (they want to see the car). Tell someone you drive a Lincoln and you always, ALWAYS have to explain which one because they aren’t bespoke or exceptional.

            Few people are truly anal enough to worry about the model name and it’s importance.

          • LJ

            Never said anything about it being complicated, I said it was cold and soulless, because it is.

          • Status

            Firstly, there’s no such thing as a soul.

            Second, it’s no more cold or distant than the Continental name. How is the wealthy Gen Z suppose the give a shit about a nameplate that was popular 70 years ago if all that comes with it is negative baggage about the elderly?

            If you can’t establish a hierarchy, you blur the lines and hide behind words like ‘tradition’ and ‘American luxury’ without establishing anything at all; least of not respectability.

          • LJ

            Which is why the best selling brands use alphabet soup names, right? Oh wait. They don’t.

            You’d probably name your kids 1, 2 and 3.

          • Status

            Best selling doesn’t matter. Higher transaction prices do. That’s why Mercedes, BMW, Lexus, and Audi are at the top, and Lincoln is just a regional concern with no presence outside America, just like how Lada isn’t a concern outside Russia.

            So yes, the ‘alphabet soup’ wins again, but you’re so deluded to think that they got there on the strength of there names and not on the quality and desirability of the products. American cars never really got that quality problem sorted since the 1950’s, and the endless sales of non-American luxury cars in the USA are a testament to the lackluster shortcomings.

            But don’t worry! Lincoln has ‘brought names back!’. Surely that’ll undo 70 years of substandard American luxury cars and make them respectable the world over.

            And besides, people already do name their kids with numbers. Where the hell have you been in the last 250 years?

            https://en.wikipedia.org/wiki/Suffix_(name)#Generational_titles

            Get with it, grandpa. No wonder you’re pining for a Lincoln.

          • LJ

            German and British cars have never been known for their quality or reliability, until maybe recently, and even that’s questionable.

      • Shobin Drogan

        Audi still has the best naming system. Mazda is close behind.

    • SteersUright

      Agreed! Or if you use a number, let it represent engine displacement or something useful!

      • Status

        Like the physical size difference between a smaller car and a larger car?

        • LJ

          Isn’t that what your eyes are for?

          • Status

            Do you anyone that observant?

          • LJ

            Yes. Everyone with working eyes.

          • Status

            Pity for you they aren’t observant enough to even see a Lincoln Continental as anything other than an airport taxi. Let me know when you ‘see’ a new Continental parked in a driveway that wasn’t attached to a trailer or in front of a bowling alley.

    • CarBrough

      If Rolls Royce, Bentley and Aston Martin are still using names…that’s good enough for me.

      • Status

        I wouldn’t put Lincoln on the same footing with AM, Rolls, or Bentley. Lincoln is for people on budget that want to look and feel wealthy, but can’t follow through.

        • LJ

          And yet Lincoln’s quality is ranked above Audi, BMW, Jaguar and Mercedes.

          • Status

            And their residuals right down at the bottom with Kia.

          • LJ

            That says more about the people who buy the less reliable Germans…

          • Status

            That doesn’t tell you anything because the consumer gets a new German car at the end of the lease. The cycle continues, and the Germans continue to make bank.

            The reason why you don’t lease American luxury cars is because they’re worth fuck all at the end of the term. Initial reliability is analogous with show-room quality, and no German car has ever deprecated as much as an American car, even on American soil.

            Those residuals are based on what the market thinks the car is worth, and by and large, American cars are considered to be worth less than other comparable cars from other nations.

            Yes, even in America, American cars can’t get a break.

        • CarBrough

          My point exactly…the budget people need names too (smile)

          • Status

            Budget people shouldn’t be looking at luxury cars, period.

  • Lyonel Baratheon

    backside like an audi, not so good as for MB

  • That CLS is a beauty

    • no25

      beauty is a strong word…

  • Jake

    Its a shame no one gives cars real names anymore

    • Tumbi Mtika

      “Cough” LINCOLN “COUGH”

      “Cough” FORD “Cough”

      “Cough” ALFA “COUGH COUGH”

    • Cobrajet

      Mercedes never gave names in the first place, except for commercial vehicles.

  • Honda NSX-R

    Why change something that doesn’t need to be fixed?

  • SMALL, MEDIUM AND LARGE WOULD MAKE IT EASIER FOR EVERYONE.

    • CarBrough

      Then how about Tall, Grande, Venti and Trenta?

      • WHEN I HEAR THAT I REPEAT: MEDIUM MAKE IT LIGHT. I DON’T BUY INTO THAT STARBUCKS CRAP.

  • Tumbi Mtika

    Jesus Christ, Mercedes! Give us a break!

    It’s bad enough that Audi is trying to confusing as hell with their new nomenclature.

  • jaykit

    They just had it fixed. It was good. The had the cars aligned with the suv’s (C vs GLC, E vs GLE, etc) as of two years ago.

    Why now? Did they get Johan De Nysschen in the building?

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