Mercedes-Benz is Finally Winning Younger Buyers

[-=Hot|Ice=-]

For decades on end, Mercedes-Benz has been mostly perceived as a car brand for old money customers, not in the likes of Jaguar or other luxury British car manufacturers, but sporting a base of clients with a rather high median age nonetheless.

In order to somewhat change this, the Stuttgart brand made the first small step in attracting younger buyers back in the 1980s, when the 190 (W201) “Baby Benz”was launched, allowing Mercedes-Benz to compete in a segment in which they hadn't been active since before World War II.

After also testing the waters (read: cheaper segments) somewhat successfully with the first two generations of the A-Class and then with the B-Class compact MPV spin-off, Mercedes-Benz decided to expand their compact lineup to an all-out attack of various models that should appeal to younger buyers.

Based on the MFA (Modular Front-wheel drive Architecture) platform, the new A-Class (W176), B-Class (W246), CLA (C117) and GLA (X156) will soon be accompanied by the CLA Shooting Brake (X117), all models being pretty much tailored to draw in younger customers for the three-pointed star brand, along with a serious increase in sales and a lower CO2 emissions average for the entire fleet.

If for some people it wasn't obvious by now, both the new A-Class and the CLA have pretty much succeeded in both their conquest rates and in the lowering of Mercedes-Benz clients median age, and have done so in quite a spectacular manner.

For example, the Mercedes-Benz CLA has a conquest rate of eighty percent in the United States, while the GLA crossover/SUV is expected to have a global conquest rate of about 70 percent on its own.

With the MFA-based models being in charge of about one third of Mercedes-Benz car sales around the world, you can see how this kind of detail is pretty important for reaching younger customers and increasing the Mercedes-Benz fan base.

In other words, more than half of customers of Mercedes-Benz compact models are both new to the brand and younger, and we are not even including the smart brand here, who is about to launch all-new generations of the fortwo and forfour – cars which are in theory marketed to even younger people.

http://www.autoevolution.com/news/mercedes-benz-is-finally-winning-younger-buyers-81101.html

 

[Merc1]

The real test will be if these buyers move up to a C, E and so on as they age. The CLA may not be enough of the Mercedes-Benz experience to do that, but a quick look at a C-Class while waiting for an oil change on a CLA may change that. The C is a knockout.

M

 

[-=Hot|Ice=-]

Absolutely agree. The new C really sets the bar high for this class, which I don't think anyone can really match. That interior made Audi look cheap.

 

[LaArtist]

Good going..mission accomplished.. now make a 4 door S class coupe, and a cabrio.. and also a Maybach..

 

[-=Hot|Ice=-]

Good going..mission accomplished.. now make a 4 door S class coupe, and a cabrio.. and also a Maybach..

That's what the CLS is for. I'm sure we'll see an S Cabrio, though.

 

[mini_cooper4]

Absolutely agree. The new C really sets the bar high for this class, which I don't think anyone can really match. That interior made Audi look cheap.

True. We should keep in mind there's a new A4 knocking on the door tho and I expect it to have nothing less than a ultra modern and high quality interior

 

[-=Hot|Ice=-]

True. We should keep in mind there's a new A4 knocking on the door tho and I expect it to have nothing less than a ultra modern and high quality interior

Competition just benefits us, the consumer. That's going to push MB to set the standard even higher.

 

[mini_cooper4]

Competition just benefits us, the consumer. That's going to push MB to set the standard even higher.

Hopefully BMW will finally join the game too

 

[Beemer B773ER]

... but a quick look at a C-Class while waiting for an oil change on a CLA may change that. The C is a knockout.

But does the C-class match the lifestyle and personality of a CLA owner? That shiny wood center console, and S-class inspired look, it may be too classy and luxury looking. AMG package would add appeal of course.

 

[Merc1]

But does the C-class match the lifestyle and personality of a CLA owner? That shiny wood center console, and S-class inspired look, it may be too classy and luxury looking. AMG package would add appeal of course.

They should be maturing at the same time and you can get aluminum in the C too right? Don't forget the C450 Sport also.

M

 

[LaArtist]

Hopefully BMW will finally join the game too

No they don't need it..they are to dynamic for a good interior..

 

[mini_cooper4]

No they don't need it..they are to dynamic for a good interior..

Yes, I agree to some extent. They are not usually used for taxis and a more driver oriented interior is indeed needed.
...still they can up their game a little

 

[LaArtist]

^no its up to max..

 

[mini_cooper4]

Yes, I agree to some extent. They are not usually used for taxis and a more driver oriented interior is indeed needed.
...still they can up their game a little