Has Mercedes-Benz hit a home run with new CLA-Class?
Early response for the all-new Mercedes-Benz CLA-Class shows that the four-door coupe is already a resounding success. Mercedes-Benz dealers have been notified that supplies will be tight for the new CLA-Class four-door coupe. Younger buyers are being lured into Mercedes showrooms with the new stylish car from the German automaker and they are responding in a big way. Bloomberg Luxury is reporting that dealers have been notified that they should expect fewer deliveries of the new CLA in the first half of 2014.
The letter sent to dealers from Daimler AG said it anticipates “tight inventories and low days supply” from February through June because of the car’s “overwhelming success” worldwide. The CLA plant is running at full capacity try to keep up with demand for the popular car around the globe. Daimler said in the letter that the output should support demand by July of next year.
It looks like Mercedes-Benz has hit a home run with the new CLA-Class as a younger buyer is being attracted to the brand. The letter went on to state that the median age of CLA buyers is 46 compared to 57 for the brand, and age 54 with C-Class buyers. Steve Cannon, head of Mercedes’s U.S. sales said, “Our dealers say that they’re seeing a lot more floor traffic and many new faces” because of the CLA. The increase in our overall model sales indicates that this traffic is benefiting all Mercedes-Benz models.”
Mercedes launched the new CLA-Class here in the U.S. in November with a price of $29,900 and it’s a good price point for the new four-door coupe. And it’s raising the level of sales across the lineup for all Mercedes cars. Even if buyers aren’t interested in the CLA, they are purchasing other models. The new CLA is offering buyers the ability to get a premium car at sub-premium prices.
Mercedes-Benz has been a bit surprised at the success of the new CLA. It doesn’t appear that they thought the car would be this successful so quickly. Steve Cannon, was quoted in an e-mailed statement. “This is our best launch in 20 years. The CLA has been a phenomenal success right out of the gate.”
What we see in the new CLA, is the Mercedes-Benz innovation is giving a new generation of buyers an entry point into the luxury brand. The German automaker continues to roll out new cars that are relevant to the current generation of buyers. The CLA-Class is appealing to a generation that have never purchased a Mercedes vehicle before.
It may be too early to tell, but it appears like Mercedes-Benz has hit a home run with the all-new 2014 CLA-Class and is reshaping the global landscape. It’s selling better than expected around the globe. It is helping Mercedes win the global battle for the number one spot for the top luxury brand in the world. Mercedes may overtake BMW and Audi sooner than they expected.