• 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

Facebook Twitter Google+ reddit

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.

Story continues below…

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)

Facebook Twitter Google+ reddit

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
Munich to get 'nice toilets' to serve cross-legged locals
Photo: DPA

The Bavarian capital has a pee problem - the city only has one public toilet for every 13,000 inhabitants. But a new plan could rescue desperate locals, the Süddeutsche Zeitung reports.

German kids get glowing report for their English skills
Photo: DPA.

As if multilingual Germans don't already put many English-speakers to shame, now the younger generation is improving their English skills even more.

Berlin museum controversially recreates Hitler bunker
The reconstruction of the Hitler bunker. Photo: DPA

Sensationalized or compelling history? Berlin museums clash over new Nazi bunker exhibit

Germans think they're fit, but they're really couch potatoes
Photo: DPA.

There's been an increase in the number of Germans who define themselves as "fit", but their lifestyle choices don't quite match this self-perception.

10 fascinating facts you never knew about German beer
Tennis coach Boris Becker and his wife Lilly at Oktoberfest 2016 in Munich. Photo: DPA

From malt and monks to Radlers and rivalries, the story of German beer is as rich and wonderful as its selection.

Intensive farming 'endangers a third of German species'
Photo: DPA

There are 32,000 species of animal, plant and mushroom life native to Germany. Due to intensive farming methods, one in every three of these is endangered, a new report shows.

German hospital uses therapy to 'treat' paedophiles
A poster from the campaigne "Don't offend", which offers therapy to paedophiles. The sign reads "Do you love kids more than you'd prefer? There's help." Photo: DB Scholz & Friends / DPA.

A unique German initiative is offering therapy to paedophiles to control their urges, with the aim of getting them help before they offend.

Minister: 'no tolerance' for clowns after chainsaw attack
Photo: DPA

Interior Minister Thomas de Maizière has called for a zero-tolerance approach to 'killer clowns' after a series of attacks culminating in two teenagers being chased by a clown wielding a chainsaw.

Baby who was auctioned on eBay taken away from father
Photo: DPA.

A German court ruled on Thursday that a man who put his one-month-old baby up for sale on the online auction platform eBay should only be allowed contact with the child under supervision.

Portugal's ruling party calls German minister 'pyromaniac'
Finance Minister Wolfgang Schäuble. Photo: DPA.

The head of Portugal's ruling Socialists called German Finance Minister Wolfgang Schäuble a "pyromaniac" on Thursday after he criticized Lisbon for reversing course on austerity.

10 German clichés that foreigners get very wrong
Sponsored Article
Last chance to vote absentee in the US elections
10 ways German completely messes up your English
Germany's 10 most weird and wonderful landmarks
10 things you never knew about socialist East Germany
How Germans fell in love with America's favourite squash
How I ditched London for Berlin and became a published author
12 clever German idioms that'll make you sound like a pro
23 fascinating facts you never knew about Berlin
9 unmissable events to check out in Germany this October
10 things you never knew about German reunification
10 things you're sure to notice after an Oktoberfest visit
Germany's 10 most Instagram-able places
15 pics that prove Germany is absolutely enchanting in autumn
10 German films you have to watch before you die
6 things about Munich that’ll stay with you forever
10 pieces of German slang you'll never learn in class
Ouch! Naked swimmer hospitalized after angler hooks his penis
Six reasons why Berlin is now known as 'the failed city'
15 tell-tale signs you’ll never quite master German
7 American habits that make Germans very, very uncomfortable
Story of a fugitive cow who outwitted police for weeks before capture
jobs available
Toytown Germany
Germany's English-speaking crowd