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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