Mercedes-Benz Begins GLA SUV Production in Rastatt
Mercedes-Benz has started series production of the GLA compact SUV at its Rastatt plant, aiming to strengthen its position in the fast-growing premium crossover segment.
Mercedes-Benz has commenced series production of the GLA compact SUV at its Rastatt facility in Germany, marking the arrival of the brand’s fourth entry-level model built on its new front-wheel-drive architecture. The first GLA units rolled off the line in early December 2013, with the model set to reach showrooms in 2014.
Positioned below the GLK and GLC in the Mercedes SUV line-up, the GLA is designed to attract buyers looking for a premium crossover in a compact format. The model shares its platform with the A-Class, B-Class and CLA, and represents Mercedes-Benz’s attempt to strengthen its appeal among younger and first-time premium buyers. Company executives have said the GLA is a key part of the brand’s 2020 growth strategy, which targets rivals such as BMW and Audi in the lucrative compact SUV sector.
GLA joins expanding compact range
The GLA follows the A-Class hatchback, B-Class compact MPV and CLA saloon, all of which are built on the same modular platform. This approach allows Mercedes to offer a broader range of models at lower price points than its traditional saloons and SUVs. The CLA, introduced earlier in 2013, has already drawn a significant number of new customers to the brand, particularly in the United States, and Mercedes is hoping the GLA will replicate that performance in the crossover segment.
With the GLA, Mercedes is targeting buyers who might otherwise choose mainstream crossovers such as the Ford Escape or Toyota RAV4, as well as direct competitors like the BMW X1 and Audi Q3. Pricing for the GLA had not been finalised at the time production began, but it is expected to sit above the CLA saloon, which started at just under $30,000 in the US market. The GLA will be offered with a range of trims and options, allowing buyers to specify higher levels of equipment and performance.
Production and market outlook
Rastatt remains the central production site for Mercedes-Benz’s compact models, with the GLA adding to the plant’s output alongside the A-Class and B-Class. The move further utilises the flexible assembly lines introduced for the latest generation of compact cars. Mercedes expects the GLA to play a crucial role in its global sales ambitions, particularly as the compact SUV segment is forecast to see strong growth through the remainder of the decade.
The GLA’s arrival rounds out Mercedes-Benz’s SUV line-up, which now stretches from the entry-level GLA to the flagship G-Class. The company is betting that the new model will help it close the gap with BMW and Audi in both Europe and the United States, where premium compact SUVs are in high demand.
