The eagerly awaited Mercedes-Benz A-Class was launched at a glittering ceremony in Mumbai on May 30, 2013. Looking at the car, Mercedes-Benz India certainly seems to have provided what it promised, that is a car to showcase the ‘Pulse of the New Generation.’ There has been an overwhelming response on digital media such as Facebook and Twitter prior to the launch of this car. It has already been certified as a global success, as it has received more than 90,000 bookings within months of the launch.
Continuing with its product offensive for the year 2013, the A-Class embodies all the parameters that make Mercedes-Benz a world class luxury car brand. The eye-catching, youthful and aggressive design on the outside appears to herald a new breed of luxury hatchbacks for the Indian market. Most progressive design elements of this vehicle are its sporty emotive exterior and premium interiors. The new vehicle is available with service packages such as Star Ease and Star Care that are well known for setting high standards in the luxury segment.
The A-Class has best-in-class sporty interiors that can be witnessed in a hatchback. Sports seats appear to be F1 inspired. Sitting inside gives the actual feel of driving a sports car. Premium Artico leather has been used for the upholstery. Design of the cockpit appears to be inspired by the SLS AMG roadsters. With chrome vents at five different places on the dashboard, this certainly looks like a car built specifically for young and vibrant target customers. For entertainment and guidance purposes, a trailblazing infotainment system has been installed, which comes with a central 14.7 cm colour screen. This system is compatible with USB, AUX-in, Bluetooth, MP3/WMA/AAC, CDs and with the iPhone. In addition, the 341 litre boot space, though not exceptionally large, does well to carry luggage and equipment.
Speaking at the launch, this is what Eberhard Kern, Managing Director & Chief Executive Officer (CEO) of Mercedes-Benz India had to say, “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 km 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.” He also 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.”
Cutting-edge technology in the new Mercedes-Benz A-Class makes it far superior to any of its contemporaries. Both petrol and diesel engines are mated to an advanced 7G-DCT 7 speed dual-clutch automatic transmission, which helps the vehicle accelerate rapidly. ECO start/stop function allows the vehicle to provide a high fuel economy. On a full tank of diesel, the car can easily complete 1000 km, making it the most fuel efficient luxury vehicle in the country. In fact, efficiency is also enhanced by the Direct Injection technology used in the engines.
Mercedes-Benz A-Class is available in both petrol and diesel variants. While the petrol is known as A 180 Sport, the diesel model is called A 180 CDI Style. The A 180 Sports gets an efficient 1.6 litre, 4 cylinder petrol engine and a 2.2 litre, 4-cylinder diesel engine. In addition, the design of the vehicle ensures a low drag coefficient of 0.27.
Safety has always been a high priority for Mercedes-Benz, which can also be noticed in the new A-Class. It comes with Electronic Stability Program (ESP), Anti-lock Braking System (ABS) and Acceleration Skid Control (ASR), which maximise control in case of emergency braking situations. For optimum grip on difficult surfaces, electric parking brake Brake Assist System, Attention Assist and Hill Start Assist have also been provided. Injury in an accident can be minimised due to availability of 7 airbags. Due to the above features, the new A-Class can be regarded as one of the safest cars in India.
Mercedes-Benz A-Class has already received several awards for its remarkable new design. It won the Red Dot Design Award 2013, one of the world’s most renowned awards for unique design and product concept. The vehicle was also referred to as “Germany’s Most Beautiful Car” at the 2012 Auto Bild Design Award. Apart from this, the A-Class was also awarded as the Yellow Angel 2013 by Europe’s largest automobile club.
Users need to be completely worry-free after purchasing this vehicle, as it comes with service products like Star Ease and Star Care. Special Pricing for A-Class spare parts has been made available and these parts are less expensive than other vehicles of Mercedes-Benz India. Shared architecture on the vehicle results in optimized labour costs which is passed onto the customers thereby enhancing the overall ownership cost. In addition, the vehicle gets extended warranty for the 4th year, which is available at less than 1 per cent of its cost. While the A 180 CDI Style can be purchased at an introductory price of Rs. 21,93,500 ex-showroom Mumbai, the A 180 Sport is available at an introductory price of Rs. 22,73,500 (both prices ex-showroom Mumbai). With this, it certainly seems that luxury in India has a new name.