New A-Class Mercedes Seeks Younger Buyers
As Mercedes unveiled its new A-Class, the instant reaction is how radical the changes are. With the new A-Class, Mercedes has decided to broaden its target market. Unlike any other Mercedes class currently on the market, the new design is absolutely unique in comparison.
The A-Class’ exterior will be composed of a more pronounced nose section, lower roofline and an abundance of sleek detailing. This radical appearance combined with a new interior style and mechanical layout is hoping to catch attention of the young, urban professional market of 30-something singles with a small family.
The image of Mercedes is imbedded into the minds of consumers so this image change will not come easily. The hope that this introduction of the A-Class will serve as an initial step towards meeting the change in consumer needs. Never before has Mercedes targeted young professionals as these people would normally have to wait until they achieved a certain financial stability before being able to purchase a Mercedes. The new A-Class will certainly change that perception.
This new concept of the A-Class provides the consumer with a new compact class era at Mercedes-Benz. This front-wheel drive model is powered by a four-cylinder gasoline engine from the new M270 series. It was designed for transverse installation and thanks to direct injection and turbo charging, offers high performance together with minimal emissions and fuel consumption. The Concept A-Class is equipped with the two liter variant of the new engine, developing 210 hp. This blue efficiency engine is mated to the new Mercedes-Benz dual clutch transmission.
Included in this major shift in design, the A-Class has also adopted the heavily sculptured surfacing treatment and other elements seen on a batch of recent Mercedes concepts, including last year’s well-received F800 Style.
These new major features include a so called soft-nose treatment with an oval shaped grille like that of the range-topping SLS AMG. The look is topped off with an oversized version of Mercedes’ three-pointed star, distinctively shaped headlamps with complex LED internal graphics, deep lines running down the flanks, a high waistline, shallow side glass, horizontal tail lamps and an angled tailgate.
Besides its flashy new look and elegant interior, the A-Class is jammed packed with new technologies. Mercedes will be the first in the compact series to off a radar-based collision avoidance system and adaptive brake technology. This system will audibly and visually warn drivers about possible collisions while preparing the brakes for a sudden stop.
Mercedes plans to base up to five models off its new MFA platform. Included are three- and five-door hatchbacks as previewed by the Concept A; a five door multipurpose vehicle to replace the current B class; a four-door sedan to rival the Volkswagen Jetta and set to replace the discontinued CLC, and a five-door station wagon.
Inspired with its new A-Class concept, Mercedes-Benz looks to go head to head with Audi’s A3 as the premiere automobile for the young, urban professional. The A-Class will certainly change the perception of Mercedes-Benz and take the automobile market by storm.