• 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

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
Berlin to open memorial to Nazis' disabled victims
Auschwitz. Photo: DPA

Berlin to open memorial to Nazis' disabled victims

Benjamin Traub, a sad-eyed German boy born in 1914, was considered a bright child by his parents and called gifted by his teachers. His life would end in a Nazi gas chamber. READ  

Anti-euro party to debut in state parliament
AfD leader Bernd Lucke celebrates his party's EU election results. Photo: DPA

Anti-euro party to debut in state parliament

Germany's fledgling anti-euro party looks set to win its first seats in a state parliament on Sunday, gaining a political foothold in opposition to Chancellor Angela Merkel's grip on power. READ  

Stakes rise in Oracle-SAP copyright fight
Photo: DPA

Stakes rise in Oracle-SAP copyright fight

US appeals court on Friday ruled that Oracle be given a choice between $356.7 million or a new trial for its copyright lawsuit against German rival SAP. READ  

Court rules against child porn suspect Edathy
Former SPD MP Sebastian Edathy photographed at a press conference in February. Photo: DPA

Court rules against child porn suspect Edathy

The Constitutional Court on Friday rejected an attempt by former Social Democratic (SPD) MP Sebastian Edathy to have evidence against him thrown out in his trial for possession of child pornography. READ  

Student busted in case of misdelivered hash
Photo: DPA

Student busted in case of misdelivered hash

A Bavarian student expecting a cannabis delivery was collared by "Commissioner Fluke" after acting surprised in front of policemen when he saw his letter box was empty. READ  

Security fears block Germany-Israel match
German and Israeli fans cheer in the stands during a friendly in Leipzig in 2012. Photo: DPA

Security fears block Germany-Israel match

A friendly soccer match against Israel marking 50 years of diplomatic ties has been called off amid security concerns and the escalation of the Middle East conflict, the German Football Federation (DFB) said on Friday. READ  

Germany's brain drain is Europe's gain
Inside the terminal at the Frankfurt International Airport. Photo: Shutterstock

Germany's brain drain is Europe's gain

Figures from the European Union show that while many German professionals are able to find work abroad with their well-recognised qualifications, Germany doesn't always extend the same courtesy to foreigners. READ  

S-Bahn arson in support of refugees, group claims
Passengers at Berlin's Ostkreuz station yesterday as information screens relay news of the disruption. Photo: DPA

S-Bahn arson in support of refugees, group claims

A radical left-wing group claimed responsibility on Friday for an arson attack that cut power to several S-Bahn lines and caused transport chaos in Berlin, saying it was intended to awaken people to the plight of refugees. READ  

Pilots' strike over, but disruption continues
Passengers in Hannover check departure boards showing cancelled Germanwings flights. Photo: DPA

Pilots' strike over, but disruption continues

UPDATE: Germanwings pilots have ended their six-hour strike which grounded 116 flights and up to 15,000 passengers of Lufthansa subsidiary Germanwings on Friday. READ  

Man narrowly escapes unwelcome drop-in
Emergency services use a crane to lift the fallen crane in Cologne. Photo: DPA

Man narrowly escapes unwelcome drop-in

A Cologne resident was pinned to his bed after a 40-metre construction crane toppled onto his home early on Friday. READ  

RECEIVE OUR NEWSLETTER AND ALERTS
Photo: Shutterstock
Gallery
Ten of the oddest things found by German border control
Photo: Gerkan, Marg and Partners/Tegel Projekt GmbH/J. Mayer
Berlin
How will Berlin look in five years' time?
Photo: DPA
Culture
Sprechen Sie Deutsch? 10 reasons why you should
Photo: DPA
Gallery
The best of Berlin's mayor Klaus Wowereit in 14 pictures
Photo: DPA
Politics
Germany sends burgers and sausages to Kurds
Photo: Matthias Kock
National
Tribes, ties and a movie: A German's Afghan life
Photo: DPA
Gallery
10 things to do before summer in Germany is really over
Photo: DPA
Gallery
The mysteries of Berlin's abandoned theme park
Photo: Europeana.de 1914 - 1918
Gallery
A German soldier's life behind WWI lines
Photo: DPA
Business & Money
JobTalk: All you need to know about working in Germany
National
Share news tips with The Local Germany
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

3,440
jobs available
Toytown Germany
Germany's English-speaking crowd