The ascension of Mercedes-Benz to the top spot for ALG’s Residual Value Awards among premium brands, snaps a seven-year streak by Japanese automakers. And the all-new 2014 Mercedes CLA-Class is the top Premium Compact Car winner for 2014. The Mercedes brand has always held their value, but they have moved up and get the top spot for the best in the overall Premium Brand segment. This is a harbinger of things to come.
The Japanese automakers have held a tight grip for the past seven years, but Mercedes-Benz is making a big push to be the number one luxury brand automaker in the world. And it’s more than just numbers of cars sold, it’s about quality, segment competition, historical vehicle performance and industry trends. How are they doing it, and what will they be doing to keep up the momentum?
CLA-Class starts the momentum
It starts with the all-new 2014 CLA-Class that just launched this year. This is a new market segment that Mercedes-Benz is creating. The CLA-Class is in a class of its own. The CLA Class establishes a new segment for Mercedes and brings styling that features world-leading aerodynamics, and different design packages and equipment lines for personalization.
When Mercedes took the design language from the Concept Style Coupe, they intended to reach a new target group of buyers with the CLA including those who never would have considered buying a Mercedes-Benz. The new CLA-Class gets design cues that Mercedes will use to transform the brand, and it will be the lead model in what the brand looks like going into the future.
A new brand image for Mercedes
The CLA-Class is already accomplishing its key task, and new buyers are buying the CLA in big numbers around the globe. The exterior and interior design is different than anything Mercedes has produced in the past and a new generation of buyers is responding. It’s been a big hit in Europe and now too in the U.S.
The CLA’s progressive sporty appearance is seen on the outside and also inside the cabin. Dr Dieter Zetsche, Chairman of the Board of Management at Daimler AG and Head of Mercedes-Benz Cars said in a recent interview, "We are transferring the expressive design of the Concept Style Coupe seamlessly into series production. With its unmistakable design idiom, I am convinced that the CLA will significantly form the Mercedes-Benz brand image."
Mercedes GLA-Class keeps it going
Mercedes-Benz will keep the momentum going that the CLA-Class has started with the launch of the all-new 2015 GLA-Class premium compact SUV. It will likely be a big hit also with new buyers. The new GLA-Class will launch here in the U.S. in the fall 2014. And look for Mercedes-Benz to launch 13 new models in the next eight years.
ALG’s Residual Value Awards (RVA) also honor vehicles in 24 segments that are forecast to retain the highest percentage of their Manufacturer’s Suggested Retail Price (MSRP) after a three-year period. This year’s top Premium Compact Car award winner, the 2014 CLA-Class, will be presented to Mercedes-Benz at the Los Angeles Auto Show 2013, which opens this week. The onslaught will continue. Stay tuned to Torque News for the latest Mercedes-Benz news.