Boosted by high sales figures in 2011, Mercedes-Benz went to the 2012 Auto Expo with much excitement and anticipation. The excitement was build around the cars of Mercedes-Benz, which pulled the masses at its stand. The highlights were F-Cell, SLS GT3, DTM, AMG cars, SLS AMG Roadster and A-Class concept. Of all these, A-Class concept stood out as for the first time, Mercedes-Benz was looking at a new customer base by showcasing a car that was priced low. After being an active player in the luxury car segment of Indian auto market for decades, Mercedes-Benz was feeling the heat with the rise of BMW and Audi. The entry of two giants had a tremendous impact on the sales of the German car maker. Mercedes-Benz, known for its high end luxury cars, surprised everyone with the unveiling of A-Class concept, suggesting what is in future for the country.
Very soon Stuttgart based premium car maker realised the mood of market and launched its compact luxury hatchback A-Class starting at Rs. 21.93 lakh (ex-showroom Mumbai). The launch created a new entry level pricing structure for the company in India. At the launch ceremony, Eberhard Kern, CEO and Managing Director of Mercedes-Benz India Limited pointed, "With the A Class, Mercedes Benz pioneers the compact luxury car segment in India which reflects the changing customer trend of compact being equated to cool and trendy. The A class embodies the changing preference of the youth in today's social milieu who increasingly prefer compact luxury, be it the compact cell phones, laptops etc."
This stand from the leading car maker itself suggests that the company is ready to take challenges as and when the market demands. With the launch in May 2013, as it was much anticipated, the car experienced an overwhelming reception and also enjoyed the first-mover advantage in the luxury hatchback segment. According to Mercedes-Benz, the diesel variant A 180 CDI comes equipped with a 2.2-litre diesel engine, which returns a fuel efficiency of 20.6 kmpl. Along with, a 1.6-litre petrol engine equipped, A 180 Sport is also offered by the German auto maker, which delivers a fuel economy of more than 15 kmpl. Powered by an efficient turbocharged engine with direct injection, the 'most fuel efficient luxury car' also features standard ECO start/stop function.
Mercedes-Benz also claims that “F1 inspired sporty seats and the emotive dashboard design gives one a feeling of driving a sports car. Features like the ergonomic cockpit and ample visual highlights underline interior quality of the car." The aesthetics of car include ARTICO upholstery and SLS AMG inspired cockpit interiors. In addition, ergonomically placed central controller equipped infotainment system further enhances interiors of this luxury hatchback.
