Mercedes latest A-Class L takes segment by storm

German automaker launches high-tech Chinese-made model

The notion of having a conversation with your own car is no longer a thing of science fiction and fantasy, but instead the experience of sitting in a Mercedes-Benz.

The German premium automaker held the global debut of its all-new A-Class L Sedan on Tuesday in Beijing's Sanlitun shopping and social hub.

It is the marque's first mass-produced China-made model to come equipped with its cutting-edge MBUX infotainment system and voice assistant, which impressed visitors in its premiere at the Consumer Electronics Show earlier this year. "It's made exclusively for the Chinese market," said Dieter Zetsche, chairman of the Board of Management of Daimler AG and head of Mercedes-Benz Cars. "The A-Class Sedan long wheelbase version is unparalleled in the compact segment."

By using the latest digital technology, the MBUX system installed in the new A-Class is able to continuously learn user behavior supported by artificial intelligence, so that driving experiences can be made more personalized and even more pleasurable, according to the company.

"For the first time, you can now talk in natural language to your car, just as you would to a good friend," Zetsche said.

The cutting-edge telematics technology equipped in the model is able to create an emotional connection between the vehicle, driver and passenger. as well as transfer the digital life experience outside the car.

Technological innovation is becoming increasingly popular in China. By 2017, the country had more than 1.3 billion internet users, overtaking the combined users from the United States and Europe, according to global consultancy McKinsey.

That same year, Chinese individual spending through mobile payments reached 2.03 trillion yuan ($321.35 billion) with 28.8 percent year-on-year growth, according to a recent survey from the People's Bank of China.

Evidence shows that Chinese customers value the latest technologies, a trend that Mercedes has noticed.

A first for the model, it can not only recognize touch-gesture on its central control system, but is also fitted with a smart navigation system, which uses augmented reality technologies to assist drivers in real time.

To tap into potentially wider target groups - not just the tech-savvy, the model's next-generation design language and human-centered on-board experience look to appeal to young customers.

The all-new A-Class L is the first model line in Mercedes' compact car family that embodies the next stage of the manufacturer's renowned design philosophy of "sensual purity".

In China, around one-third of Mercedes' customers are aged under 30, according to the company.

"As one of the most important markets for Mercedes-Benz globally, the Chinese market has also been a success for our new generation of Mercedes-Benz compact cars," said Hubertus Troska, member of the Board of Management of Daimler AG, responsible for China.

"Among them, the A-Class has won over a large number of young consumers," he added.

"Our customer base here in China is our youngest worldwide - just 36 years old - and for many of our youngest customers, a Mercedes is their first car," said Nicholas Speeks, president and CEO of Beijing Mercedes-Benz Sales and Service.

The A-Class has been the top choice for a first car for 40 percent of its customers, according to the German auto manufacturer.

"So they want a vehicle that stands out and matches their aspirational life-view," Speeks said. "The all-new A-Class Sedan was created with them in mind."

The increasing number of young Chinese attracted to the A-Class has come about in part because of Mercedes' principle of not only making the model locally, but making and designing it for China.

"The all-new A-Class L Sedan is the third long wheelbase model tailored for the Chinese market, and it is also the fifth model designed and produced in China," Troska said, adding that extra features such as rose gold paint show how the model is aimed at young Chinese customers.

To satisfy Chinese demand for greater legroom, the all-new Mercedes-Benz A-Class L Sedan has a 12-to-16 centimeter longer wheelbase when compared with competing models. This makes it the first and only long wheelbase model in the premium compact car segment.

The company's insights into the Chinese market have been bolstered by its long-term cooperation with domestic automaker BAIC through the joint venture Beijing Benz.

Daimler AG, Mercedes' parent company, announced in February that it will significantly expand automotive production in China with BAIC, Xinhua News Agency reported.

The unveiling of another locally-produced model would be seen as a continuation of such strong statements and a testament to the company's commitment to China, Daimler AG said.

The model, tailor-made for Mercedes' largest single market, is also poised to open an entirely new segment, redrafting the blueprint of compact car competition among the German premium automotive trifecta, according to the company.

The popularity of Mercedes-Benz is on the rise in China, with first quarter sales for 2018 coming in over 174,000 units, up 16 percent year-on-year.

The momentum was sustained from last year when more than 610,000 units were delivered to customers - a growth rate of over 25 percent, according to Speeks.

The A-Class has been in production since March 1997, and Mercedes has sold more than 3 million units.

The launch of the all-new Mercedes-Benz A-Class L Sedan came on the eve of the opening of the ongoing 2018 Beijing International Automotive Exhibition.

At the global car industry event, Mercedes is expected to showcase more latest models alongside with domestic and international brands.

lifusheng@chinadaily.com.cn

(China Daily 04/25/2018 page15)