Mercedes-Benz launches CLA-class, first in its ’15 in 15’ strategy

Luxury carmaker Mercedes-Benz India today rolled out the first of its 15 models planned for 2015 – the CLA-class sedan, in three editions: CLA 200 CDI Style (Rs 31.50 lakh), CLA 200 Sport (Rs 35 lakh) and CLA 200 CDI Sport (Rs 35.90 lakh, ex-showroom Delhi).

A direct rival to the Audi A3, the CLA is the cheapest sedan from the Stuttgart-based manufacturer. Similar to a number of other Mercedes models like the A-class, B-class and the GLA, the CLA is based on Mercedes front-wheel-drive MFA architecture. The CLA also uses the same engines as the GLA crossover, a 135bhp 2.2-litre diesel and a 181bhp 2.0-litre turbo-petrol, both mated to a seven-speed dual-clutch automatic gearbox, powering the front wheels. 

Being a compact luxury sedan, space and practicality is not the CLA’s forte but it is undoubtedly a stunningly crafted car, with an equally luxurious cabin to go with it. Mercedes has loaded the CLA with features and goodies. The top trims get kit like a rain-sensing panoramic sunroof, onboard web browsing via phone hotspot, a navigation system, premium Harman Kardon music system and a reversing camera. It gets six airbags as standard.

With this launch, Mercedes-Benz India has also launched its aggressive ‘15 in 2015’ initiative which will see it roll out 15 new ‘top of the pyramid’ products including models with no predecessors in India. The carmaker has adopted a holistic strategy that rests on the pillars of providing the best service to customers at all levels of engagement.

The product offensive will be supplemented with an aggressive network expansion with 15 new outlets to be inaugurated in mature as well as Tier 2 and Tier 3 cities continuing with the ‘go to customer’ strategy. This will be the highest ever network expansion programme in a year for the brand in India.

The luxury carmaker will also invest in additional capacity expansion at its Chakan plant that will take its total investment to over Rs 1,000 crore and capacity to 20,000 units per annum. Last year it had announced plans of investing Rs 150 crore in the plant and the majority of that investment will flow in 2015, Eberhard Kern, MD and CEO, Mercedes-Benz India, told Autocar Professional on the sidelines of the launch of its CLA-class launch in Delhi.

Among new projects to be undertaken, the company plans to further invest in its rooftop solar plant to augment capacity 10-fold by 2016. Mercedes-Benz will also further strengthen its advanced mechatronics course in northern India based on the public private partnership model. This will be an extension of its present association with the Government Polytechnic, Pune and Government Polytechnic, Aurangabad.

That’s not all. The carmaker has revealed plans to drive a new brand experience called LuxeDrive that will move through 15 different cities across India. Through this, participants will have the opportunity to drive the varied range of Mercedes-Benz cars including sedans, SUVs and AMGs through specially designed courses. An exclusive service package for the new-generation cars will ensure cost of ownership starting as low as Rs 1.99 per km along with financial programmes including an interest rate of 9.99 percent for new-generation cars.

Also read: Mercedes-Benz to bank on ’15 for 2015’ strategy for India