Mercedes-Benz has announced plans to refresh or replace 19 current running models. After Lexus dominating the US market for more than a decade, a surprising resurgent Mercedes-Benz is on the rise again, but there are no pit stops for the German automaker on its laurels after its hard-fought climb back. There are few to whom it might be a bold product strategy stretching the brand too thin, but Mercedes-Benz USA CEO Steve Cannon takes the brand’s U.S. expansion as key to broadening its appeal among younger buyers, with Gen Y starting to come in to its peak earning years, and Millennials starting to get raises and promotions, making them key target customers for the brand.
Until now, the C-Class was the entry-level Mercedes-Benz model for the U.S. market. During a dealer meeting at Las Vegas, Cannon expressed that “In majority of the cases, the expansion provides an opportunity to talk to a new customer”. Mercedes strategy is to allure young customers with the introduction of the all new CLA sedan, a sleekly-styled compact sedan modeled after a large CLS, however with a transverse powertrain. Some spy pics of the AMG variants are already out reportedly with over 300 HP of power
Mercedes will also introduce an A-Class based SUV tentatively nominated as GLA, one of the 11 new models Cannon mentioned to the dealers. Cannon also brought up a new C-Class Convertible, giving buyers a less-expensive alternative to the E-Class Convertible. Mercedes is not disappointing the higher-end too. Despite the discontinuation of the ultra-luxury Maybach brand in late 2011, Mercedes will offer an extended-wheelbase version of the next-generation S-Class sedan that will appeal to former Maybach owners and other customers seeking the ultimate comfort and luxury. As per Cannon the stretched S-Class would be a ‘really awesome alternative’ to Maybach.
Source – USA Today
