We reported in detail when Mercedes-Benz India launched the much publicized A-Class hatchback in India today. The A-Class becomes the first hatchback from Mercedes India and has kickstarted the compact luxury car segment in India.
Commenting on the launch of the A Class, Mr. Eberhard Kern, Managing Director & CEO, Mercedes-Benz India said, “With the new A-Class Mercedes-Benz now pioneers the Compact Luxury segment in India which reflects the changing customer trend of compact being equated to cool and trendy. The A-Class embodies the changing preference of the youth in today’s social milieu who increasingly prefer compact luxury. The A-Class is also the safest cars with 11 drive assistance systems; and is India’s most fuel efficient luxury car with 1000 kms run in a full tank of diesel, having a Cd of 0.27. The A-Class boasts of endless equipment options including a world-class in-car infotainment system. We are confident that the dynamic design and class leading performance is sure to make the A-Class the choice of the new generation.”
Mr. Eberhard Kern further added, “The young India today desires compact luxury; the A-Class addresses this need in the mobility area. The overwhelming response of the A-Class on the social media even before its launch reaffirms that the A-Class will carve a niche for itself in the luxury automotive domain in India. 2013 is the year of offensive for Mercedes-Benz India and the A-Class’ launch reiterates our promise of bringing the most fascinating cars for our valued customers in India.”
Talking about the design of the new car, the new A Class comes across as a clear reflection of German car maker’s new design language and looks distinctively sporty and athletic. The wide front bumper lends an assertive look to the car. The sporty front in its pronounced V-shape and the radiator grille glimmering with 302 diamond resembling pins with a central Mercedes star is one of the key aspects of the new design language. The Bi-Xenon lamps with the assortment of light modules and LEDs behind the headlamp cover glass have been arranged in such a way as to create the characteristic “flare effect” for the daytime running lamps and indicators. This signature effect gives the car its energetic look and so helps to define a new, youthful face for Mercedes. The perfect interplay of dynamic design and excellent aerodynamics is nowhere more apparent than in the roof. The front structural edge, above the wing, falls in a “dropping line” in a gentle arc towards the rear. The powerfully shaped shoulder muscles above the rear fender serve to emphasize the car’s coupé-like character. All these lines give depth and dynamism to the car’s profile. The A 180 CDI will have the Style Package that includes Sport seats, matrix look trim and twin 5 spoke 17” alloys.
The A-Class boasts of the best in class sporty interiors. The F1 inspired sporty seats and the emotive dashboard design gives a splendid feeling of driving a sports car. Features like the ergonomic cockpit and ample visual highlights underline exceptional interior quality of the car. Apart from the visual aspects the car also has 341 liters of boot capacity which is the best in the class. The premium ARTICO upholstery along with the SLS AMG inspired cockpit interiors perfectly matches the taste of young and vibrant target customers. The A-Class also consists of trailblazing infotainment system which is equipped with ergonomically placed central controller (14.7 cm colour display, iPhone compatible USB, AUX-in, Bluetooth, audio streaming, MP3/WMA/AAC, CD cover display).
Unlike the B Class, which was launched in India with only a petrol engine variant, the upcoming A Class will be launched with both a diesel and a petrol engine option. The petrol variant of the A Class, which has been christened as the A180, is powered by a 1.6 litre turbo motor that boasts of a max power output of 122 PS. The diesel engine variant, which is being called as A180 CDI, is powered by the same 2.2 litre oil burner that powers the C Class. In typical German premium car fashion, the engine of the A Class will come mated to an automatic transmission.
The new Mercedes Benz A Class has been launched in India in following variants (with prices)–
A180 Sport petrol- INR 22.73 lakhs
A180 Style diesel- INR 21.93 lakhs
It would be interesting to see if the Indian car market, which is gradually shedding its conservative character, would celebrate the launch of the new car.
Mercedes-Benz India also launched a major digital media offensive campaign which created a lot of buzz around the launch of the A-Class. This campaign addressed all the major social media platforms like You Tube, Twitter, Instagram, Facebook and Pinterest. A-Class was trending on twitter much ahead of its launch and has become a favorite conversation topic for netizens who eagerly anticipates the launch of the car in India.