2014 Mercedes-Benz CLA Class four-door coupe

Mercedes aims to regain luxury car lead with 2014 CLA

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The all-new Mercedes-Benz 2014 CLA is launching around the globe and Mercedes is counting on the luxury compact help the brand regain the top luxury crown over rivals BMW and Audi.

The luxury car battle is heating up as Mercedes starts deliveries of the all-new 2014 CLA four-door coupe in Europe this month. Mercedes-Benz plans on the new luxury compact to help the German automaker get back the top luxury brand ranking they lost to BMW in 2005. In 2011, Mercedes slipped to third place behind Audi and has stayed there the last two years. Mercedes knows they have to compete with the BMW 3-Series and Audi A4 to be able to get back the top spot again. Who will Mercedes market the new CLA Class to as it launches around the globe?

Mercedes knows that the new 2014 CLA will need to target a new generation of buyers who have never purchased a Mercedes product before. According to Automotive News Europe, the European market is slumping and Mercedes plans to update its 2013 forecasts later this month after many car and truck markets started the year weaker than expected and Europe showed no signs of recovery.

Mercedes will be more youthful and sporty in the future

Mercedes will be launching the new 2014 CLA globally and will attract a new generation of buyers in their 30s and 40s in the U.S. In the past, Mercedes-Benz has been known for its well-built cars but were designed to appeal to a different demographic. They were known for their elegance and grace more than being sporty and youthful. How will Mercedes attract a younger buyer with the new CLA?

2014 Mercedes CLA appeals to younger generation

A younger generation of buyers is looking for sporty, compact and with a new modern design. Both BMW and Audi have done an excellent job of marketing their brand to this group of buyers. They are young, well-educated and sophisticated when it comes to the automobiles they want. Mercedes knows they will have to reach this generation of buyers as they move into the future and the new CLA is the answer. The new CLA Class is the vehicle that will launch Mercedes in that direction.

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CLA will launch in U.S. and China


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As a former fan of MB and with 15 years of low/unreliable parts/design quality history, customer cash cow stupid treatment, and deaf ears from MB corporate offices, Mercedes is going to have to do a lot better than just changing models every couple of years to escape reliability surveys and customer complaints. BMW is years ahead of Mercedes in all those areas. Good luck though changing the bad MB culture of the last decade. I would like reliability and dealer honesty as part of the MB rebirthing..