Can consumption be more conspicuous?

THERE’S something peculiarly egregious, something antagonizing about the 2007 Mercedes-Benz GL, the company’s new full-size, 15-mpg sport-utility vehicle, which might be described as a Cadillac Escalade with a hankering for Czechoslovakia. For one thing, it goes to show that, even though the full-size SUV market has fallen off dramatically in the last year, there are still sufficient numbers of selfish rotters out there to constitute an appealing market segment.

Mercedes-Benz executives offer this wholly meritless defense: Many of its customers leave the brand because the company does not offer a full-size SUV that meets their needs, which is to say, a seven-passenger, 17-foot 4×4 with a 9,300-pound towing capacity. At this point in the presentation in Napa Valley last week, execs showed slides of the GL pulling a 30-foot boat. So there you have it: Mercedes’ audience of water-skiing polygamists is underserved.

Needs? Did the man say needs? OK, then. I propose needs testing for the purchase of such a vehicle. You must have a Chris-Craft and three or more school-age children in the yard to qualify. Your vehicle must do double-duty as, um, a bookmobile.

Need has very little to do with it. This segment is about want, naked and unquenchable, I-got-mine-you-get-bent appetite. It’s well established that the vast majority of these vehicles never touch gravel, never carry more than a couple of people, and never tow anything heavier than the weight of their owner’s childhood traumas.

LA Times