By: Chris Lantagne
The year 2014 will go down as one of the best years ever for automobiles. It brought the successor to the Lamborghini Gallardo, the Lamborghini Huracán. It replaces Lamborghini’s best selling, most produced and longest lasting model. It certainly has pretty big shoes to fill, but is more than ready to produce. It brought the new seventh generation Volkswagen Golf and GTI models. Two completely redesigned models that will only add incredible value to a car already considered the best “all-around” vehicle out on the market today. The year brought the introduction to the all-new McLaren P1. A car that not only put McLaren in the forefront, but put the town of Surrey, England on the map with its state of the art production facility that has become a tourist attraction. The year 2014 is to cars as 1969 was to Rock N Roll music.
There was one particular model though that received attention for creating an entirely new market. The year 2014 brought the introduction to the entry-level luxury sedan market. It’s an all-new market specifically designed to target the younger generation, the millennials. John Pearley Huffman’s article, “Benz, on a Budget, Angling for Youngsters” goes into great depth about the features of the Mercedes-Benz CLA, the car that created the entry-level sedan market. The CLA offers many of the same luxury features as some of Mercedes’ pricier models. Not to mention that the car looks like a baby version of the CLS, a $70,000+ car. The car is specifically designed to attract the younger crowd with the hope that as these youngsters age into their 30s, 40s and 50s that they’ll purchase a higher tier Mercedes.
Starting at under $30,000 Mercedes is allowing a whole new group of people into the Mercedes brand, people who would have never thought in their wildest dreams of owning a Mercedes. What’s more striking about this is how Mercedes is deciding to market this. They’re not doing anything. The consumers are the ones marketing this. Mercedes has launched a campaign called the “Take the Wheel” campaign. Some of the very best on Instagram were handpicked to take the CLA for a week and take pictures of the car at abstract angles or backgrounds and it was a huge success. So successful that Mercedes has decided to do the same thing for the all-new GLA model. Mercedes seems to be changing with the times, a necessary ingredient for prolonged success.
The CLA is the gateway to the historically rich brand of Mercedes. Over 50% of CLA buyers are millennials and 75% of those buyers purchased their very first Mercedes. The CLA is living proof that top of the line luxury can be affordable. For some, luxury at an affordable price isn’t why they’re dishing out the cash. It’s because they want to be part of something big, something never seen before. If you get a CLA you can call yourself a pioneer of the entry-level luxury sedan market too. It truly is the next big thing. With many copy cats already here like the Audi A3 and BMW 2-Series and soon to be arriving, like the baby Cadillac ATS, you can bet your bottom dollar that this market will only grow. The only question left to ask is if you would like to grow with it?