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Mercedes-Benz unveils new flagship S-Class sedan

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Daimler AG on Wednesday unveiled the new version of its Mercedes-Benz S-Class luxury sedan, the company's most important model and one it hopes will generate fat profits to help the Stuttgart-based automaker through the COVID-19 recession and wrenching structural changes to the auto industry.

Daimler CEO Ola Kallenius called the long, sleek S-Class "the heart of our brand" during an on-line event Wednesday in which he touted the car's highly personalized luxury technology.

Kallenius is carrying out a cost-cutting drive to conserve cash during the recession, as well as to find the money for expensive investment in the electric and digital technologies that are transforming the car industry under pressure from regulators and competitors from the tech sector. The new version does not look much different from the previous one, apart from new horizontal taillights. Features include a voice assistant that functions in all seats and can be used to ask for a hot seat massage or to play one's favourite music.

 

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