Mercedes-Benz has been heavily focusing on branding and marketing to younger, hipper drivers. New commercials, new product placement in the summer blockbuster film “Sex and the City,” and even a new director of brand public relations are all focused on this new initiative. Although concept cars are never released “as is,” it seems that the F700, which debuted at last year’s Frankfurt Auto Show, carries a youthful appeal that is sure to draw in Mercedes’ new target market. Channel 4’s Tim Bowdler recently had the opportunity to test drive the futuristic new vehicle.
The F700 clearly seems designed to meet the needs of young professionals. The exterior is stunning, with flowing curves and futuristic aerodynamics seemingly thumbing their noses at automotive conventions.
Inside, the car again throws aside everything we thought we knew. The rear seats are separated, and the rear passenger seat can be turned 180 degrees to face backward. This allows a busy professional to use the rear seat as an office, complete with 20 inch LCD monitor and plenty of room to spread out papers and work on a computer. Additionally, rear seat passengers can converse without craning their necks.
The instrument panel points upward, with mirrors set at 45 degree angles reflecting the information back to the driver. This allows the dash be set further forward, closer to the road. In turn, this minimizes the effort required to switch attention from the road to the instrumentation.
On the road, the car uses a mild hybrid system to deliver an average 44 mpg, truly amazing fuel mileage for a car of this class. The ride is a dream, thanks to the new PreScan System. PreScan uses lasers to scan the road ahead. The information is then transmitted to the Active Body Control system, which provides dampers to virtually eliminate bumps due to road conditions. The ride is smooth and silky.
Of course, the F700 will likely never be released in its current form. However, like all concept cars, its technologies may eventually find their way into new Mercedes releases. The car exudes a youthful feel, and younger drivers may be the most likely to embrace such new technology as reverse-facing seats and skyward-pointing instrumentation.
You can discuss the F700 here, or at Popular Mechanics or the Super Auto Blog. If you have not already done so, we invite you to sign up for our newsletter as well, in order to stay informed on the latest Mercedes news.
