It's dog-eat-dog out there in the world of the luxo-barge. Everyone is competing for the affections of wealthy private buyers, company executives and even the occasional head of state freed from the need to plump for something home-grown (pity the South Korean President).
You've got to cater for a wide variety of customer, and the competition is tough too for a company like Mercedes - you've got the likes of BMW, Audi and Jaguar snapping at your heels in the mainstream but also car makers like Rolls-Royce, Maserati and Bentley to worry about. It's a hard life.
The styling is there or thereabouts - it won't be to everyone' tastes, and whilst it certainly isn't a classic looking car it is recognisable as Mercedes' S Class. It's inside where the car really secures its victory over rivals.
The cabin is beautifully trimmed and feels every inch the limousine, enjoyable to be in whether you're in the back or up front. It's rare to find a car that could as accomplished for an owner/driver as it would be for someone who prefers to be chauffeured around. The quality of materials is superior, and so is the refinement.
In fact, the S Class is perhaps the most refined car available to buy short of a Rolls-Royce Phantom. It really is whisper quiet, keeping external noise to the barest minimum. The lack of tyre or wind noise audible is the standard by which other cars are going to have to judge themselves.
All S Class models get air suspension as standard, which greatly contributes to comfort but at the same time doesn't hold the car back from respectable driving dynamics either. It's obviously no sports saloon, but its relatively agile handling does belie its hefty weight. It's an impressive balancing act.
When it comes to the engines you might have to decide whether you're more inclined to hooning or wafting - the entry engines do need to be worked hard to get the best performance out of them. The torquey 320CDI diesel model is the best balanced engine of the bunch, but if you want to go completely crazy there's always the S63 AMG.
The S Class is no trendsetter or radical re-evaluation of the motoring experience - what it is, is the sum of Mercedes' vast 100-year experience in providing a luxurious, refined experience. You can't do any better at this level, or perhaps any level.