Luxury Brand Ratchets up Fight for Younger Drivers

Detroit News - February 25, 2013

Mer­cedes plans to get the ball rolling, lur­ing younger dri­ver to its lux­u­ry brands, with the debut of its lat­est Gen-Y offer­ing, priced under $30,000.

Get the facts and fig­ures on this sub-$30K mod­el.

Mercedes-Benz’s debut of a sub-$30,000 car, the CLA 250, fur­ther ratch­ets up com­pe­ti­tion in the cut­throat entry-lev­el lux­u­ry cars mar­ket that could soon com­man­deer cus­tomers from non-lux­u­ry brands.

The CLA, at a start­ing price of $29,900, will give Mer­cedes-Benz one of the most afford­able lux­u­ry cars in the U.S. mar­ket. It opens up a new demo­graph­ic for the Ger­man automak­er, and one all automak­ers are clam­or­ing for: younger buy­ers.

“It puts us in a whole dif­fer­ent mar­ket that we haven’t been in before,” said Tom Tassie, gen­er­al man­ag­er at Mer­cedes-Benz of St. Clair Shores. “You can have younger buy­ers in Mer­cedes-Benz that hope­ful­ly become Mer­cedes-Benz buy­ers for life.”

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