To prove that a cheaper and smaller sports utility vehicle like the Mercedes-Benz GLA could deliver dynamic driving and a number of technologies, the German luxury carmaker is taking the crossover in the rugged terrain around Granada, Spain. Gracing the GLA’s showcasing in Spain is Daimler chief executive Dieter Zetsche, who also directly runs Mercedes.
He remarked that the recent momentum at luxury carmaker is just the starting point for reclaiming the crown as the largest premium-car maker in the world from BMW.
"The developments from January and the last few months are definitely satisfying, but it's certainly not the final confirmation that we've done everything right," Zetsche remarked. Zetsche has been able to steer Mercedes-Benz to faster growth in recent months than rivals BMW and Audi.
The GLA crossover, which is the fourth of five new compact models aimed at younger buyers, is critical to maintaining that momentum.
The GLA crossover is being aimed at tech-savvy city residents with options like iPhone integration, live traffic data and Glympse location-sharing systems. The carmaker will start selling the GLA in Europe March 15 and in the United States in September.
It will have a starting price of EUR29,300 ($40,000) in Germany. Zetsche is considering adding a new "full-blown" site outside Europe as he started planning for the models that will follow the compacts currently coming to market. "We are supplying every compact car we can, but not all that the markets are demanding," Zetsche remarked.