Fighting hard to recuperate its top positions among global premium automakers, Mercedes-Benz’s CEO, Dieter Zetsche, has relied on expanding heavily the bottom line-up.
Some years ago, Mercedes-Benz entered – not without hassle – the compact segment with two models, the A and B Class, at the time contested hard for not representing the usual premium positioning.
But now, after years of advances, both models are more akin to the new direction of the brand and more so, the CEO even took a heavy bet when expanded the segment’s line-up to five models.
“We are not only expanding into new segments with models such as the CLA and GLA, but we’re also strengthening our top models. The new S class is by far the best ever,” says Zetsche.
“They need to do it to lower average CO2 emissions for their fleet, but it also indisputable that it’s bringing in younger buyers,” adds Bernstein analyst Max Warburton.
Besides the true hatchbacks from the A and B Class, Mercedes-Benz has already made good on its compact line-up, delivering to the market first the coupe-like sedan CLA and now the small crossover GLA. The final version of the five-model line-up is the CLA Shooting Brake – a wagon that would have a new take on the traditional version.
Via Automotive News Europe
by Aurel Niculescu
) - Tuesday, June 3rd, 2014 - filed under Industry
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Discuss: Compact bet won by Mercedes