After losing its market share and the top as well as second position to the compatriots BMW and Audi, the German car maker, Mercedes-Benz is now gearing up to claim back the same. According to the company representatives, the sole reason behind its failure is the wrong choice of targeted customers, and thus the auto maker wants to shift its focus from being an old man's car to vehicles for younger generation. The plan to launch a new A-Class is the first attempt by the company in this direction, which is a contemporary compact car with youth oriented credentials. Recently, the Mercedes-Benz A-class rolled out from the company manufacturing plant at Rastatt and is expected to hit the India auto market before the end of 2015.
Mercedes-Benz launched the new model in European market with a tag of Rs. 16.7 lacs, being a bit on the pricier side. However, it is believed that the extra price will ensure that the car comes loaded with the cutting-edge technology and the design that excels than that of Audi A8, which is however a premium sedan. The A-class can prove to be an able contender for its maker to compete head on with the likes of Mini and Fiat 500X in India. Besides featuring advanced technology, the car also happens to be a green car as it already remains parallel with the Euro VI norms, which will come into effect after two years.
Also the A-class Cabriolet is miles ahead from its rivals, in terms of looks, and if the car maker decides to start its production, then the brand will be able to revive its share quicker than anticipated. Mercedes-Benz can pitch the model against the Mini Cabrio and the yet-to-be launched, Volkswagen Beetle Cabrio, BMW 2 Series Cabrio and the Audi A3 Cabrio.
Another model which will share the A-Class's MFA platform will be the upcoming GLA crossover model. It is said that GLA will potentially compete with the BMW X1 and Audi Q3, which are currently the premium compact SUV segment rulers. With the launch of this model, the German car maker will make its foray in the entry level segment of crossovers, which it’s left untouched. The BMW X1 is well-received by the Indian customers and the Audi Q3 is also gradually gaining momentum, in terms of sales. However, the GLA will not sparkle at the Indian showrooms any time before 2014, and thus it will give ample time to its competitors introduce a counter vehicle.
Another contender from the Mercedes-Benz is its CLA sedan, which will gnaw on the market share of BMW. This entry-level sedan is also designed on the MFA platform and is placed just below the C-Class with the price bracket of Rs. 15-20 lacs. Following the footsteps of BMW X1, the CLA sedan is also expected to carve a niche in the Indian luxury market. However, Mercedes-Benz is currently engaged in working on the launch of its Sports Tourer (ST) B-Class in India, which will be the first of its kind in India. The ST will fill the void for the company, until the launch of the GLA. What further solidifies the significance of A-class for the Mercedes-Benz is that along with the upcoming GLA, the B-Class will be also based on the MFA platform.
