- The S-Class: Automotive luxury experienced in a completely new way

- The event was held at Barahat Msheireb, and attended by VIP guests

Nasser Bin Khaled Automobiles, the authorised general distributor of Mercedes-Benz in Qatar, launched the new 2021 Mercedes-Benz S-Classin a special event attended by HE Shiekh Nawaf Nasser Bin Khaled Al Thani, Chairman of NBK Group, HE Sheikh Faleh Bin Nawaf Al Thani, Managing Director- Auto, Nasser Bin Khaled Group, Mr. Ihab El-Feky, Director, Nasser Bin Khaled Auto, NBK Executive Management, guests, members of media, and social media influencers.

The captivating event was held at Al-Brahat at Msheireb Downtoen Doha, the smartest and most sustainable city district in thr region. The launch of the all-new S-Class is in line with the strategic plans of NBK in presenting the latest car models that meet the customers’ expectations in the luxury car segment.

HE Sheikh Faleh Bin Nawaf Al Thani, Managing Director- Auto, Nasser Bin Khaled Group said: “This special event marks the journey of success for both NBK Automobiles and Mercedes-Benz in Qatar. Our incredible partnership goes back to more than six decades, a relationship built on mutual trust and the two companies' shared ethos. We are proud to be among the first dealers in the region to launch this new model – that is sure to meet the customers' expectations and enhance Qatar's position as one the leading markets for luxury cars. Our company was, and is still, one of the leading private sector companies that focused on supporting the development of Qatar and contributing to accomplishing the 2030 National Vision goals by concentrating on sustainability and comprehensive development in all aspects of the business.”

Mr. Ihab El-Feky, Director, Nasser Bin Khaled Automobiles stated: “We start a new year with the energy and the power to continue our successful growth and achievements in various business sectors. Today, despite the current challenges that the world is facing, NBK Automobiles continues to meet and exceed the expectations of our customers. Today, we unveil the all-new S-Class - always at the top of the class and one of the most awaited cars every year.”

“The S-Class is the world's best-selling luxury sedan that represents innovation, safety, comfort, and quality with the latest generation as never before. This is where covetable luxury meets the most excellent possible safety and the highest level of comfort”, El-Feky added.

The S-Class stands for the fascination of Mercedes-Benz: legendary and traditional engineering expertise which defines the luxury segment in the automobile industry. The new S-Class can be experienced with all the senses – seeing, feeling, hearing and smelling – while offering numerous innovations in the areas of driver assistance, protection and interaction. Mercedes-Benz is shaping the next generation of individual mobility with innovations that place the focus on people. The new S-Class uses digitisation for a car that responds empathetically to the needs and wishes of its driver and passengers.

Modern luxury attains the next level in the interior of the S-Class. The designers have created a feel-good ambience with lounge character marked by elegance, high quality and lightness. The dashboard with its new architecture, modern surface design and ergonomic display arrangement is a highlight. But the feel-good aspect goes even deeper: with high ride quality and low noise levels as well as an extensive range of ENERGIZING Comfort programmes, the S-Class looks after the well-being of its passengers. They also stay fit thanks to the effective air filtering system, which signals its newly gained capability with the new name ENERGIZING Air Control .

MBUX: a new dimension in personalisation and interaction

No other innovation in recent years has so radically changed the operation of a Mercedes-Benz as MBUX 

(Mercedes-Benz User Experience). The second generation of this learn-capable system now debuts in the new S-Class. The vehicle interior is even more digital and intelligent, as both the hardware and software have made great strides: brilliant displays on up to five large screens, in part with OLED technology, make the control of vehicle and comfort functions even easier. The possibilities for personalisation and intuitive operation have become far more extensive. This certainly applies in the rear, but also to the driver: For example, the new 3D driver display allows a spatial view at the touch of a button for the first time. A real three-dimensional effect is achieved without having to wear 3D glasses.

Two different head-up displays (HUDs) are available on request. The larger HUD provides augmented reality (AR) content. When navigating, for example, animated turn-off arrows ("fishbones") are virtually and precisely projected onto the road lane. For the assistance functions, information from e.g. Active Distance Assist is shown. The image appears virtually at a distance of 10 metres. The display area corresponds to a monitor with a 77-inch diagonal.

The voice assistant "Hey Mercedes" is even more learn- and dialogue-capable by activation of online services in the Mercedes me App. Moreover, certain actions can be performed even without the activation keyword "Hey Mercedes". These include accepting a telephone call. "Hey Mercedes" now also explains vehicle functions and answers general knowledge questions. In the S-Class the voice assistant can also be controlled from the rear.

Using cameras in the overhead control panel and learning algorithms, MBUX Interior Assist recognises and anticipates the wishes and intentions of the occupants. It does this by interpreting head direction, hand movements and body language, and responds with corresponding vehicle functions. As well as enhancing operating convenience, MBUX Interior Assist improves safety. Even before the journey begins, it notifies the driver if the camera has detected a child seat on the front passenger seat, but seat belt is not fastened, for example.

With the MBUX Smart Home function, the S-Class now also becomes a control centre for the home, because the homes of many people are increasingly intelligent: mobile intelligence ensures maximum operating convenience from afar. WLAN and sensors make the home capable of communication: temperature and lighting, roller blinds and electrical appliances can be remotely monitored and controlled. Motion detectors and window contacts inform the user of welcome or unwelcome visitors. 

Dimensional concept and interior design: generous ambience with a lounge-like nature

The desired harmony between digital and analogue luxury results in a revolutionary interior design, including associations with interior architecture and yacht design elements. The sculptured look of the dashboard, centre console and armrests appears to float above an expansive interior landscape. The systematic reduction in the number of controls underscores the minimalist appearance of the interior. A fine divide between the upper section of the dashboard and the large trim element structures the area and creates horizontal breadth. 

Alongside up to five screens, the highlights include the large areas of trim in the dashboard and in the rear (in the Comfort Seat variant). 

The driver display and media display offer a comprehensive aesthetic experience. The appearance of the screens can be individualised with a choice of four display styles (Discreet, Sporty, Exclusive, Classic) and three modes (Navigation, Assistance, Service).

Seats: Plenty of high-tech for outstanding long-distance comfort

The seats literally invite the occupants to sit down and relax. 

Up to 19 motors in the front seats make for comfortable seating – a number that indicates the complexity of the technology installed in the seats. Yet comfort is not enough: the seats also play a major part where safety is concerned. And of course, when it comes to luxurious wellbeing, all the seats available for the S-Class carry the seal of approval by the Healthy Seating campaign .

Ten different massage programmes are available in the new S-Class. These use the vibration motors and can enhance the effect of a relaxing massage with warmth on the hot-stone principle. To this end, the seat heating is combined with the inflatable air chambers in the active multicontour seats. The air chambers are now closer to the seat surface and are therefore even easier to control and feel.

Five different rear seat variants make it possible to configure the rear of the S-Class as a working or rest area. One new feature is the heated additional cushion for the head restraint, which is available for the two electrically adjustable rear seats. The adjustment range and angle of the front passenger seat in the chauffeur configuration and the reclining seat behind it have been improved as well.

The ENERGIZING COMFORT programmes: Comfortable travel while staying fit

At the touch of a button or by voice command, the holistic "Fit & Healthy" approach of ENERGIZING COMFORT provides a tangible experience of the different comfort systems in the S-Class, and features programmes that bundle them into worlds of experience. 

Mercedes-Benz has fundamentally improved ENERGIZING comfort control in the new S-Class. Innovations such as a massage based on vibrating motors in the seat cushion and resonance transmission by the Burmester® high-end 

4D surround sound system are integrated. This makes bass tones feelable. Direct reproduction of the sound resonance in the seats adds another level to the three-dimensional listening experience – 4D sound inspired by the acoustic massage. The perceived intensity of the sound can be individually adjusted for each seat. The music becomes even more emotional thanks to this feelable component. Two exciters are integrated into the backrest of each seat for this purpose.

Automated driving and driving assistance systems: even more support for the driver

In the new S-Class, Mercedes-Benz comes another big step closer to its vision of accident-free driving. The driver is supported by numerous new or extended driving assistance systems. He/she thereby has a reduced workload in day-to-day situations, and is able to drive comfortably and safely. When danger threatens, the assistance systems are able to respond to impending collisions as the situation demands

Thanks to improved environmental sensors, the parking systems give the driver even better support when manoeuvring at low speed. Operation is faster and more intuitive thanks to integration into MBUX. 

Suspension systems: more manoeuvrable and dynamic with rear axle steering

Innovative suspension systems ensure an impressive travel experience in the new S-Class. 

The optional, fully active E-ACTIVE BODY CONTROL suspension on a 48 V basis offers a unique synthesis of comfort and agility, plus additional protection in the event of a lateral collision. The AIRMATIC air suspension with continuously adjustable damping ADS+ is standard equipment. Close networking between all the suspension and control systems ensures maximum stability and safety. Mercedes-Benz has now added a new function of PRE-SAFE® Impulse Side to its measures in the pre-accident phase: When a side impact threatens, the vehicle body can be raised by up to 80 millimetres by the E-ACTIVE BODY CONTROL suspension within a few tenths of a second. This reduces the loads on the door structures, as the door sill can absorb more of the energy thanks to its higher position. As a result, deformation of the passenger cell and the loads acting on the occupants can be reduced. Radar sensors are used to recognise a potential side crash. 

Exterior design: perfect proportions for a classical appearance

With a short front overhang, a long wheelbase and a balanced rear overhang, the S-Class is designed as a classical sedan with perfect proportions. The wide track and flush-mounted wheels with modern designs give the vehicle a muscular look. The so-called character lines have been greatly reduced along the sides. Cleverly contoured surfaces with a sculptured look create special light effects. The front section impresses with its high-status radiator grille. 

The headlamps characterise the front aspect of the car. They have the three-point daytime driving light signature that is typical of the S-Class, but this is flatter and somewhat smaller overall. The flush-mounted door handles are a completely new development. They are electrically extended when the driver approaches, or the outer surface of the door handle is stroked. Keyless access is provided by KEYLESS-GO. 

The dynamic appearance of the car is continued at the rear. Thanks to precisely designed, highly detailed interior features and certain animated functions, the rear lights contribute to the impression of high quality. They make the new S-Class unmistakable in both their day and night design.

The lights: with innovative digital technology both inside and out

The optional DIGITAL LIGHT system enters series production for the first time at Mercedes-Benz. This makes completely new assistance functions possible :

• Warning of recognised roadworks by projecting an excavator symbol onto the road surface

• Aiming a spotlight at pedestrians detected at the roadside as a warning

• Traffic lights, stop signs or no-entry signs are pointed out by projecting a warning symbol onto the road surface

• Assistance on narrow road lanes (roadworks) by projecting guidelines onto the road surface. 

In each headlamp, DIGITAL LIGHT has a light module with three extremely powerful LEDs with light that is refracted and directed by 1.3 million micro-mirrors. 

Aerodynamics: extensive airflow simulations in the early development phase

With a Cd figure from 0.22,  the S-Class is one of the world's most aerodynamic cars, and especially so in the luxury sedan segment. 

The S-Class has also achieved further improvements in aeroacoustics. The previous generation already excelled with a very high level of interior noise comfort. The new model is even quieter. The high rigidity of the bodyshell provides the basis for outstanding noise and vibration comfort, and this is enhanced with fine-tuning. For example, the apertures for the cable grommets in the firewall have double seals. 

Powertrain: more electrification, more efficiency

Six-cylinder in-line petrol engines in various output classes are the first engine variants for the new S-Class. A V8 engine with an integrated starter-generator (ISG) and 48-volt onboard electrical system will be available soon after. 

Vehicle body and accident protection: new frontal airbags for rear passengers

Intelligent bodyshell design and innovations in restraint systems confirm the leading role of the S-Class when it comes to passive safety. The new aluminium hybrid bodyshell with an aluminium content exceeding 50 percent meets numerous requirements: A high level of crash safety, lower weight and a highly rigid bodyshell ensure outstanding handling characteristics accompanied by excellent noise and vibration comfort.

In 2019, in the Experimental Safety Vehicle ESF 2019, Mercedes-Benz presented the ideas the company's safety specialists are working on. Among the more than 20 innovations were near-series developments such as the rear airbag, which now becomes available as optional equipment in the S-Class. The frontal airbag for the rear seat deploys particularly gently thanks to its innovative construction using a tubular structure. During severe frontal collisions, the rear airbag can considerably reduce the loads acting on the heads and necks of seat belt wearing occupants on the outer rear seats. 

During a severe side impact, depending on the direction of impact, impact severity and front seat occupancy, the new centre airbag positions itself between the driver and front passenger seat, reducing the risk of their heads making contact. It is integrated into the driver's seatback in the middle of the vehicle.

Sustainability: environmentally compatible development

More than 98 kg of components made from resource-conserving materials are used in the S-Class. The number of components containing recyclates is now 120 – more than twice as many as in the preceding model. Another 40 kg or so are made from renewable raw materials. The process of environmentally compatible development with specific targets is firmly embedded in the overall development process. Environmental aspects are already taken into account in the conceptual phase.

A new, recycled thread is now used for the floor coverings. This thread - brandname ECONYL® - consists of regenerated Nylon. It is manufactured by recovering Nylon waste destined for the landfill, for example old fish nets and fabric remnants from mills and carpets. These are collected and transformed into a new thread having the same properties as nylon from new raw materials. The recycling process used to produce the thread saves CO2 in comparison with new production. It also enables Mercedes-Benz to keep materials in circulation.