Will the CLA assist Mercedes to faucet right into a youthful, extra tech-friendly viewers?New compact coupé’s reveal at technology-based exhibition highlights ambitions for extra youth enchantment
How huge is Texas? In case you’ve ever questioned, excellent news: you’ll quickly be capable of Ask Mercedes.
Subsequent query: why did Mercedes-Benz select to launch the brand new CLA on the Client Electronics Present expertise occasion in Las Vegas relatively than on the Detroit motor present that takes place subsequent week? I’ll area that one: due to the automotive’s youthful, tech-friendly viewers.
The CLA has been key to Mercedes growing its enchantment amongst younger patrons, significantly within the US, the place the common CLA buyer is 10 years youthful than for any of its different fashions. In Europe, the common age of a CLA buyer can be youthful than for another Mercedes, and half of all patrons of 1 beforehand owned one other automotive agency’s car. Crucially, based on Mercedes, 75% of CLA clients went on to purchase one other Mercedes as their subsequent car.
In different phrases, it’s a conquest automotive, permitting Mercedes to win over youthful clients – who might go on to purchase a number of extra of the agency’s automobiles. Reaching a younger market means pitching the CLA at a smartphone-savvy, Netflix-loving, internet-dwelling viewers. So, in consequence, Mercedes has packed the CLA with loads of tech. Just like the associated A-Class, it receives infotainment programs beforehand solely seen on the S-Class, together with a bunch of superior options.
So the studying lights could be managed by waving a hand close to the rear-view mirrow, an ‘energising coach’ system can sync with a Mercedes-Benz Vivoactive or Garmin smartwatch to advocate consolation settings (and even show driver’s pulses within the media show), and there’s the newest model of the Mercedes-Benz Consumer Expertise (MBUX) infotainment system.
That system contains essentially the most superior model of its Ask Mercedes system, which, the corporate says, can now reply to “extra complicated queries”. In its CLA press supplies, the agency supplied examples of such questions, which embrace how has the Apple share value carried out in contrast with Microsoft, what’s the sq. root of three and, sure, precisely how huge Texas is (it’s 268,581 sq. miles, for those who have been questioning).
Okay, it’s not fairly KITT, but it surely’s an intriguing step. Will the flexibility to ask your automotive complicated queries add enchantment to clients used to speaking to their telephones? Hmmm, that’s one to ask Mercedes in just a few years…
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