• Germany's news in English
 

Staid Mercedes targets youth with small coupe

The Local · 15 Jan 2013, 06:45

Published: 15 Jan 2013 06:45 GMT+01:00

Normally attracting the established over-50 set as customers, the carmaker is hoping to tap a younger demographic with the CLA's sleek silhouette, frameless doors, and its sporty, muscular looking grill.

"The CLA is a style rebel," Mercedes design chief Gordon Wagener said. "The dynamic design idiom is manifested in breath-taking proportions, muscular, flowing contours and sculptural surfaces."

The interior offers all the high-tech gadgets and luxurious features customers expect from a Mercedes, like a multimedia console that seamlessly integrates with the iPhone.

The powerful engine, smooth suspension and four-wheel drive also promise agility and gusto for younger drivers.

It will also be outfitted with the latest in collision prevention, including drowsiness detection, a radar that warns drivers of obstacles even at very slow speeds, and will initiate braking if the driver is distracted.

"With the new CLA-class, we will open a completely new gateway to the Mercedes brand," Mercedes sales chief Joachim Schmidt told reporters. "Our goal is to repeat the success story of the CLS in a new segment."

The CLA is aimed at both the youth market and the "young at heart" who value "trendy and high-class design, quality and refinement and personal expression through authentic brands," Schmidt said.

Set to hit US dealerships in April, Daimler will launch an advertising blitz — and announce the price — during the Superbowl on February 3, which is being held at the Mercedes-Benz Superdome in New Orleans.

The vehicle will be sold worldwide and Daimler chief Dieter Zetsche said it will be a "great car" for China and will also do well in other parts of Asia and Europe.

AFP/The Local/mry

The Local (news@thelocal.de)

Your comments about this article

11:49 January 15, 2013 by murka
Is it true that Daimler has two lines of design, one for emerging economies where the blown hippopotamus look is a matter of status, and another, more technocratic design line, for countries where people buy mobility?
15:49 January 20, 2013 by Vargaz
"The powerful engine, smooth suspension and four-wheel drive also promise agility and gusto...' sounds like a fairy tale. Where are the SPECS? Powerful engine? So is a Rolls Royce jet engine. Smooth suspension? Made by a mattress company? Get with it and give is das meat.
Today's headlines
Criminal had time for pit stop in 20-cop-car chase
Photo: DPA

Criminal had time for pit stop in 20-cop-car chase

37 minutes ago

With 21 police cars and a helicopter hot on his heels, it seemed unlikely that police in Düsseldorf would fail to catch one rogue motorist. But after a two-hour pursuit, that's exactly what happened in the early hours of Friday.

What's keeping Germans awake at night in 2015?
The Greek debt crisis has been haunting German dreams. Source: Wikipedia

What's keeping Germans awake at night in 2015?

18 hours ago

Having to cough up for the excesses of spendthrift southern Europeans is the fear most likely to haunt German nightmares in 2015. But getting caught up in a natural disaster isn't far behind, an annual survey shows.

This Week in History
The death of a great humanitarian
Schweitzer spent most of his later years at Lambaréné. Photo: DPA

The death of a great humanitarian

23 hours ago

On September 4th 1965, the world lost one of its most dedicated and tireless humanitarians, as Albert Schweitzer died in the African hospital he had created and cherished for over 50 years. A hospital that continues to save lives today.

Refugee crisis
Pro-refugee group push punk classic to no. 1
Die Ärzte singer and drummer Bela B. with a DVD titled "not interested in Nazis" in 2009. Photo: DPA

Pro-refugee group push punk classic to no. 1

2 hours ago

Under the banner of "Arsehole Action", activists campaigning against xenophobia and hatred of refugees have pushed a 1993 hit by punk band Die Ärzte mocking the far right to the top of Germany's charts.

Refugee Crisis
Orban: Muslims threaten European identity
Viktor Orban, guardian of Europe? Photo: DPA

Orban: Muslims threaten European identity

3 hours ago

Hungarian Prime Minister Viktor Orban warned Thursday that the wave of mostly Muslim refugees coming to Europe threatens to undermine the continent's Christian roots - an idea rejected by German Chancellor Angela Merkel.

Football fan given 18 months for lighting flare
Football fans set of a flare. File Photo: DPA

Football fan given 18 months for lighting flare

3 hours ago

Germany is continuing its zero tolerance approach to football supporters lighting flares in Bundesliga grounds after a Schalke supporter was jailed for 18 months on Thursday with no parole.

US Army workers found guilty of sexual assault
Ramstein Air Base. Photo: DPA

US Army workers found guilty of sexual assault

4 hours ago

Two American men working at Ramstein Air Force Base in Germany sexually assaulted a German teenager in 2013, a US district court jury ruled on Thursday.

Whiff of foul play in Cologne mayoral election
An electoral poster next to Cologne Cathedral. Photo: DPA

Whiff of foul play in Cologne mayoral election

23 hours ago

Did the Social Democratic Party (SPD) deliberately skew voting slips in Cologne's mayoral elections to hand their candidate an advantage?

Refugee crisis
Five ways you can help refugees in Germany
Woman bring clothing donations to a German Red Cross station in Heidenau, scene of anti-refugee demonstrations last weekend. Photo: DPA

Five ways you can help refugees in Germany

21 hours ago

The Local's pointers for how to get started if you're interested in donating your money, unwanted possessions, time or skills to help refugees in Germany.

FC Bayern takes refugee kids under its wing
Players will walk into the Allianz Arena hand-in-hand with young refugees on September 12th. Photo: DPA

FC Bayern takes refugee kids under its wing

21 hours ago

FC Bayern Munich said on Thursday that it would help young refugees learn German and play football and donate €1m of the proceeds from an upcoming friendly match.

RECEIVE OUR NEWSLETTER AND ALERTS

Features
'Berlin is kind of like the best American city'
Features
How Brits in Germany are facing Brexit fears
Sport
German named 'arse bombing' world champ
Travel
Retiree finds parked car after three-week search
National
Ten ways Germany puts Britain to shame
Business & Money
German gadget clamps down on Nutella thieves
Society
Is Germany now a nation of couch potatoes?
National
Half of Germans 'have had sex in their car'
Society
Deadly stew spooks home vegetable gardeners
Politics
The man who brought two Germanies together
Features
Where to get your culture fix in Cologne
Education
Fairytale world of Brothers Grimm brought to life
Rhineland
Thieves leave 1,000 open beers untasted
National
Way to some Germans' hearts is through their wallets
National
Germany's biggest challenge: European refugee crisis
Travel
Where to get your adrenaline pumping in Germany
Technology
Could thieves hack into luxury cars?
What to watch out for when snapping your lunch
National
German lefties through history
National
The fight over prostitution heats up
National
Merkel: migrants, not Greece, are the real challenge
Features
How I explained the Queen to the Germans
Education
Why Germany does 'back-to-school' traditions better
National
Germans are ‘not how foreigners think’
National
A mum and daughter reunite 70 years after WWII
Sport
Bra stops bullet in hunting mishap miracle
National
Cows trample German woman to death in Graubünden Alps
Business & Money
Start-up helps new Berliners short cut bureaucracy
National
The 1,000s of Germans massacred after the Second World War
Sport
Germany star scores own goal with PR gaffe
Features
'Women-only' parking: sensible or sexist?
Politics
Satire and reality blur in parody party's strife
National
13-year-old boy detained for trying to join Isis
Culture
Berlin restaurant serves up Greek Crisis Menu
Rhineland
Doctor on trial after woman wakes in morgue
Society
Six odd things Germans do in the summer
Society
Police bust kinky Bavarian couple over painful love-making
Latest news from The Local in Austria

More news from Austria at thelocal.at

Latest news from The Local in Switzerland

More news from Switzerland at thelocal.ch

Latest news from The Local in Denmark

More news from Denmark at thelocal.dk

Latest news from The Local in Spain

More news from Spain at thelocal.es

Latest news from The Local in France

More news from France at thelocal.fr

Latest news from The Local in Italy

More news from Italy at thelocal.it

Latest news from The Local in Norway

More news from Norway at thelocal.no

Latest news from The Local in Sweden

More news from Sweden at thelocal.se

6,888
jobs available
Toytown Germany
Germany's English-speaking crowd