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.”