Mercedes-Benz is introducing a new entry-level sedan to the US luxury segment that screams accessibility without compromising brand integrity. The new A-Class Sedan is an entirely new United States offering from the German manufacturer, with a starting MSRP of below $35,000.
The only other four-door Mercedes-Benz with a starting MSRP of below 35k is the CLA, which was their first launch in the millennial market back in 2013. Now, 7 years later, the A-Class is ready to not just make its US debut, but cause quite the uproar among millennials wanting to enter the luxury segment on a budget.
In an October Forbes article Mark Aikman, general manager for marketing services for Mercedes-Benz USA commented “It’s our gateway to the Mercedes-Benz brand and will be available alongside the CLA. It will be the new entry point for the Mercedes-Benz brand.”
A Lack of Luxury Features? Hardly.
With an entry level price tag, you might assume that the features would be lacking. That is quite the opposite; Mercedes-Benz wanted to not only introduce a luxury sedan the modern millennial could afford, “but also desire.”
The A-Class Sedan is equipped with a 2.0L inine-4 turbocharged engine, 188 hp and 221lb-ft of torque, and a 7-speed dual clutch transmission. This new model is also available in a 4MATIC variant, which is All-Wheel Drive so all four tires does the same amount of work, which is great for Mercedes drivers who experience tough road conditions.
The technology systems integrate the new MBUX user experience with voice recognition based on artificial intelligence. This AI tech differs from the standard direct voice command because it incorporates natural language processing. The instrument panel and touchscreen multimedia screen come in a standard 7 inch display, with options to upgrade to a 10.25-inch versions.
“A-Class looks fantastic but the big story is really the technology inside of it. Mercedes-Benz is well known for launching latest and greatest technology inside S-Class or other higher-end models. But A-Class is the first vehicle in our lineup to get MBUX,” says Aikman in his interview with Forbes.
Other luxuries already included are dark tinted windows all-around and a large, panoramic glass roof.
Striking Self Confidence
The front exterior is highlighted by a deep panoramic grille tilted towards the front with vertical chrome inserts and the classic star in the center. The headlamps actually provide another defining moment for the A-Class and the Mercedes-Benz brand. The grid structure on the inside of the headlamp ensures an easily recognizable look, with a special surprise.
The grid structure specials is coated with a UV paint that is exposed to ultra violet light. This makes the headlamps actually glow in different colors, depending on the light medium according the MBUSA press release. For example, the daytime running lights are white.
The new lighting technology is mirrored in tail of the sedan. According the MBUSA, the new tail lamps were designed as “structural sculptures,” adding to the pleasing outer aesthetics of a road-worthy show car.
The New Millennial Bucket List
Ratings and reviews have been raving about the success of the A-Class Sedan, garnering an initial 4.5/5 rating on CarAndDriver.com and cnet.com. But there’s an element of storytelling, or ‘doing it for the gram’ that adds to its affordable mystique.
Part of the success of the A-Class and subsequent campaign focuses on adding and checking-off “owning a Mercedes-Benz” to the Millennial Bucket list: “A lot of people think it’s not within reach for them today and they may be putting it off. That’s where we found an amazing correlation between a bucket list and putting that consideration of a Mercedes-Benz, and now an A-Class, on that list — and cross it off,” says Aikman.
Coming early this year, stay tuned to Park Place social media and communications for when the new A-Class officially arrives in our four Park Place Motorcars showrooms. To all Mercedes-Benz admirers the A-Class is ready to redefine the luxury sedan market, and Park Place could not be more excited to make your bucket-list dreams come true this year.