How Mercedes will top the successful CLA launch in 2014
If you think the all-new 2014 Mercedes-Benz CLA-Class was a one and done launch for the brand, there is more coming in 2014 that could even top the successful four-door coupe launch. Mercedes factories are running at full capacity try to keep up with demand for the CLA and Mercedes dealers have been told to expect supplies to be tight for the first six month’s of 2014. What will Mercedes do to top the CLA in 2014?
Mercedes has a global strategy and they are just getting started. Here is what Mercedes-Benz President and CEO USA Steve Cannon said in a Christmas message that reveals their key strategy over the next seven years. Cannon said, “And you are going to want to keep your eyes on us, because we are not taking our foot off the gas. Over a seven year period, we are bringing 30 new models to market."
And for 2014, we will see Mercedes launch the next car in this strategy, the all-new 2015 GLA-Class luxury compact SUV. And my guess is, it will be even more successful than the CLA that is wildly popular. Why will it top the new CLA four-door coupe? There is a huge pent up demand for a luxury compact SUV. There are more new millennial buyers that will be looking for an SUV than a four-door sedan. The new GLA will launch first in Europe this year and then later in 2014 in the U.S.
Mercedes has clearly positioned the GLA in the premium “compact” SUV segment and it’s the perfect size for a new generation of buyers. With fuel consumption as high as 37 mpg and its luxury equipment, the new GLA Class will surely be a strong competitor with young active buyers who have never purchased a Mercedes vehicle before. The GLA will play a key role around the globe in reshaping the brand.
The new GLA Class is a “utility player” with hallmark Mercedes-Benz SUV genes, but with a much more youthful appearance and agility. The low greenhouse, raised body and large wheel arches give the GLA great visual appeal. The modern appearance, smaller size and utility will be three reasons young urban buyers will be attracted to the new GLA-Class. It could even be the "World Car of the Year."
They will use the GLA as an urban commuter on cold days when they aren’t riding their bicycle to work. And on weekends, the sporty SUV will be used for excursions to the beach and mountains for surfing, skiing, hiking and biking. Mercedes has hit on just the right combination for this new generation. Look for the launch of the all-new 2015 GLA-Class to be even more popular than the 2014 CLA coupe. Mercedes is on the right path to be the number one luxury brand in the world.