The spinmeisters were out in force at the launch of the new B-Class, first defending queries about Mercedes's attempt to overcome the quality problems of late, then to explain the reasoning behind this latest three-pointed-star hatchback.
Talk was of Sports Tourers, yet another unique format with no direct competitors. The B-Class is part of a duo of new models from Mercedes this year, the other being the new R-Class due out at the end of the year. It's a seven-seater on the same platform as the new S-Class and our initial impression was that it looks suprisingly like an S-Class estate. Yet again such suggestions were curtly dismissed. "This is a completely new concept, nothing to do with S-Class estates," said a Mercedes spokesperson in response to our comments. "The B-Class and R-Class create completely new markets."
Within minutes however, and back on the topic of the B-Class, the responses were littered with references to a car that was "longer than its closest rivals".
It seems that taking customers away from estate cars and other mid-range people carriers seems to be the principle plan behind the new B-Class. A less than subtly-placed VW Golf Plus - the high-roofed version of the Golf due here this summer - signalled the real intention, however. Sitting in the middle of the Mercedes car park as we went to collect our test car, it clearly revealed that the B-Class has several regular hatchbacks in its sights as well.
Many comparisons were made with the likes of the Opel Zafira, Renault Scenic and other mid-size people carriers. It's true that in this market, there's a lack of a premium brand to cater for those who require the extra space, but want the prestige badge to go with it.
The new B-Class may not have the seven-seats that others offer, but its roomy cabin feels big enough to compete with the five-seat versions of the likes of the Scenic. The front seats are wide and comfortable and the back row offers more legroom than the current S-Class.
It's actually longer than the Scenic, if not quite as wide or tall. Boot space, however, is impressive, with 544 litres on offer and up to 2,245 litres available if you fold and remove the rear seats and choose the optional removable passenger seat.
However, as much as it's going to appeal to the space hungry, in our opinion it will also capture some of the hatchback market. Apart from a rather bulky rear end, the B-Class may appeal to the regular VW Golf or Audi A3 buyers looking for a change. It may even win favour with those who find the new BMW 1-Series just that little bit too tight in terms of space.
The front of the B-Class takes on a more pronounced 'pinch' or spin line leading down to the grille and badge. It adds to the more sporting looks from the front, even if the sturdy back-end looks more in keeping with the MPV set.
Being a front-wheel-drive, it doesn't offer the dynamism of the 1-Series, but the engineers have managed to make it handle like a regular hatchback, with little bodyroll in corners and only the slightest increase in wind noise on the open roads. In the tight winding roads of our test run, the B-Class never failed to sweep through the bends.
Of course, Mercedes would suggest that the new A-Class fits the bill as the hatchback competitor. However, most still regard it as lacking the bulk and presence to take on the likes of the Golf. The B-Class differs from its fellow Mercedes in that respect, looking and feeling as sturdy as any of the solid hatches. The interior trim again takes its cue from bigger models, and like the new A-Class, the overall finish is impressive.
Power is from a choice of six engines. There are four petrol units starting with the 1.5-litre B150, a 1.7-litre 116bhp unit in the B170, a 2-litre 136bhp engine in the B200, and a turbocharged 2-litre unit in the B200 Turbo. Diesel power is offered in a choice of a 1.8-litre or 2-litre CDI.
We tested the 2-litre diesels and petrols and found the normally aspirated 2-litre petrol the best. We would be concerned, though, that the big-seller in Ireland - the 1.5-litre petrol - may be a little underpowered for the bodysize.
Predictions are for full-year sales of an estimated 400, but given its niche-crossing format, no one will commit to more precise figures as yet. Prices have not been fixed either, but Mercedes Irish sales manager, Ciaran Allen, is hoping they will start below €30,000 for the B150. That would see it compete directly with the likes of the 1.7-litre Honda FR-V and the larger-engines in the medium-sized MPVs. It would also place it in a good position to take on the upper-end of the hatchback market as well.
Whichever customers opt for the B-Class, it demonstrates Mercedes's determination to expand its range and capture potential customers earlier. Such customers might have considered the A-Class a little lacklustre in appearance compared to other hatchbacks, but the new B-Class may just win them round.