• Germany edition
 
Staid Mercedes targets youth with small coupe
Photo: DPA

Staid Mercedes targets youth with small coupe

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

German auto giant Daimler is taking aim at the youth market with the compact — and lower priced — Mercedes CLA coupe, unveiled at this week's Detroit auto show.

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)

Don't miss...X
Left Right

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
Germany's oldest woman dies aged 112
Gertrud Henze. Photo: DPA

Germany's oldest woman dies aged 112

Germany’s oldest woman died at the age of 112 on Tuesday. Gertrud Henze was born on December 8th 1901 and joked her long life was down to never getting married. READ () »

Exchange student 'murderer' stays silent
Police search the area near where Gabriele's body was found in October 2013. Photo: DPA

Exchange student 'murderer' stays silent

The alleged murderer of an exchange student in southern Germany stayed silent in the dock on Tuesday on the first day of his trial. READ () »

European Elections 2014
'If Britain goes, Europe is lost'
Hans-Olaf Henkel (r) celebrates the one-year anniversary of the AfD with leader Bernd Lücke. Photo: DPA

'If Britain goes, Europe is lost'

In an interview with The Local, one of the leaders of Germany's eurosceptic party talks about Europe's future, why Britain is a model country and why he will not work with UKIP's Nigel Farage. READ () »

Girls find live munition in Easter bonfire
Nane, with her father and a picture of the cartridge-laden wood. Photo: DPA

Girls find live munition in Easter bonfire

Two 12-year-old German girls found live ammunition lodged into a branch in an Easter bonfire. It was due to be lit the next day, potentially igniting the cartridges and causing disaster. READ () »

Opinion
'Fracking won't save Germany from Putin'
Photo: DPA

'Fracking won't save Germany from Putin'

Germany's reliance on Russian gas continues to limit the nation's diplomatic leverage in the Ukraine crisis. But as leaders once again explore fracking as an alternative, critics told The Local the risks were too high. READ () »

German rapper-turned-jihadist 'killed in Syria'
Deso Dogg. Photo: YouTube screenshot

German rapper-turned-jihadist 'killed in Syria'

UPDATE: A German former rapper who joined jihadists fighting in Syria was reported dead on Tuesday by jihadist sources, but hours later some retracted the claim, saying he was still alive. READ () »

Have Your Say
Who should pay for Germany’s roads?
Photo: DPA

Who should pay for Germany’s roads?

A top politician's suggestion that drivers should be charged €100 a year towards the upkeep of Germany's roads was met with derision on Tuesday. But how should Germany fill the black hole it its infrastructure budget? READ () »

Tax income hits March record
Finance Minister Wolfgang Schäuble with Chancellor Angela Merkel. Photo: DPA

Tax income hits March record

A record amount of cash flowed into German government coffers in March thanks to land, beer and incomes taxes, a monthly report from the finance ministry revealed on Tuesday. READ () »

Union bosses call for later starts in World Cup
Photo: DPA

Union bosses call for later starts in World Cup

German unions called on Tuesday for shift workers to be granted later starts during the football World Cup in Brazil this summer. Some of the matches begin at midnight due to the time difference. READ () »

Parents' house burnt as son went clubbing
Photo: DPA

Parents' house burnt as son went clubbing

A man who had thrown a party at his parents' empty mansion over Easter in central Germany returned after clubbing to find the entire building on fire. READ () »

RECEIVE OUR NEWSLETTER AND ALERTS
Photo: DPA
Society
Crystal meth use hits record level
Photo: DPA
Rhineland
Elderly man taped €200,000 to his genitals
Photo: DPA
Business & Money
What's the unemployment rate in your area of Germany?
Photo: DPA
Gallery
Nine ways to celebrate Easter like a German
Photo: Galerie Bilderwelt
Gallery
World War I in colour photos
Photo: DPA
Society
JobTalk: Why you should teach English in Germany
Photo: DPA
National
330,000 sign up against TV licence fee
Photo: DPA
Hamburg
School kids hospitalized after 'porno' party
Photo: Submitted
Frankfurt
'I'll get even with my old pal Schwarzenegger'
Photo: DPA
Gallery
Ten great inventions you (probably) didn't know were German
Photo: J. Arthur White
Berlin
Clashes in Berlin as refugees tear down their own camp
Photo: DPA
Gallery
Munich's baby polar bears are finally named
Advertisement:
Photo: DPA
Gallery
The 10 best German employers to work for
CurrencyFair
Sponsored Article
Why it pays to avoid banks when making overseas transfers
Mr. Lodge
Sponsored Article
How to find a furnished rental in Munich
Sponsored Article
How to make a lasting impression in business
Hult International Business School
Sponsored Article
What they don't teach you at Business School
Photo: DPA
Society
Nine jobs you can only do in Germany
Photo: DPA
Business & Money
JobTalk: All you need to know about working in Germany
Photo: DPA
Features
The Local List Archive - Your guide to all things German
National
Share news tips with The Local Germany
Latest news from The Local in Switzerland

More news from Switzerland at thelocal.ch

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

3,050
jobs available
Toytown Germany
Germany's English-speaking crowd