In a move that’s unusual for a premium automaker, Mercedes-Benz is offering incentives on its new A class in Germany. Dealer sources said that Mercedes’ starter package offers a 535-euro ($669) discount to private buyers while its fleet package comes with a 445-euro discount. Mercedes is doing this as part of a strategy to convince consumers to make the shift after having bought their cars from BMW and Audi in the past.
In September, Mercedes will commence the deliveries of the A class premium compact car to European showrooms. The launch in China is slated for next year. It will start selling in the U.S. in 2014. Internal documents indicate that this new product is targeted particularly at BMW 1 series customers, according to Mercedes' German sales organization.
Mercedes is relying on the A class in its plan to wrestle the luxury-car leadership from BMW, says Autonews. It also hopes to fend off competition from Audi. Dealer sources said that the hatchback is aimed at those who already have the BMW 1 series and Audi A3 as well as those who are considering the new VW Golf, which will be launched this November. Mercedes made the A class to be sportier to attract the younger generation.
Its outgoing model was styled like a minivan. Order books for the A class have already started. Its prices begin at 23,978 euros ($30,267) in Germany while the BMW 1 series starts from 21,900 euros and the Audi A3 is priced from 22,500 euros.
Joachim Schmidt, Mercedes head of sales and marketing, said that the company estimates that over half A-class customers will make the shift. Market researchers JATO Dynamics said that A-class sales declined by 17.6% last year to 87,920 in Europe. BMW 1 series sales fell 8.9% to 106,923, while Audi A3 sales decreased by 17.7% to 137,253.
Shorter than its predecessor at 18 cm lower on the road, the latest A-Class conveys an active form and design at first look. This highly modern design, which has been actively proclaimed worldwide on the A-Class Concept, has been constantly used in the roster of production vehicles. The look of the latest Mercedes-Benz A-Class mirrors this latest Mercedes-Benz design method. The outcome is the popular two-box design with a particular attribute of its own, an athletic dramatic body and a unique top-quality feel on the inside of the car.
Mercedes-Benz Head of Design Gorden Wagener said that putting the new active design of the Mercedes-Benz into action and onto the compact class was a difficult task but was truly rewarding. No other vehicle in its class was as evolutionary as the Mercedes-Benz A-Class.
The carved contour of the A-Class is a feature recognizable with the Benz. The style lines, particularly the ones on the sides, give the Mercedes-Benz A-Class a well-defined body and structure. The new active design can be easily understood when the interior is seen also.
Intricate corners and neatly laid out surfaces define the exterior of the latest A-Class. The consistent artistic combination between convex and concave surfaces make a beautiful display of light, most especially on the sides of the vehicle, which definitely adds to its one-of-a-kind appeal.
The usual features of the extensive, athletic car front are its defined triangular shape, the separate headlights, the radiator grille with the Benz star and twin slats on both sides of the star, as well as the added air intakes on the left and right edges. The line visible on the sides continues through the car's front. The style of the headlights, along with its function, is an important factor of the style concept.