Premium compact sport sedan steals limelight

Fashion pack flock for new 'untamed' Mercedes-Benz CLA

With a reputation as a fashion hotspot, Beijing's trendy Sanlitun neighborhood has hosted its fair share of celebrities over the years.

During the weekend, however, it was the new Mercedes-Benz CLA that took the spotlight.

The car is the newest member of the Mercedes-Benz sports sedan family that follows the Concept Style Coupe design, which was first unveiled at the Auto Beijing car show in 2012.

With a sleek exterior and youthful feel, the CLA is more than just a new car.

"With its unique design, the CLA is a pioneer," said Nicholas Speeks, president and CEO of Beijing Mercedes-Benz Sales Service Co Ltd.

"Provocative and exhilarating, it's the industry's first premium compact sport sedan and is the perfect vehicle for China's modern trendsetters," he added.

The new car was on display for crowds during the weekend at the Sanlitun Orange in the capital.

Dubbed the "CLA Galleria", the three-day event showcased the vehicle's "untamed" personality in a playful way.

Interactive exhibits, infographics, photo opportunities and a CLA Augmented Reality mobile phone app allowed people to get up close and personal with the new car. Fashionable items designed by various Chinese premium designer brands can be purchased on-site.

"Hardly few other automotive brand is as closely tied to fashion as Mercedes-Benz. With the new CLA, we've shown how both fashion and automotive design can work together, creating a car that's bold, energetic, and untamed," said Duan Jianjun, executive vice-president of sales and marketing at BMBS.

"Debuting at Mercedes-Benz China Fashion Week in October 2013, the CLA is as trendy as the fashion world itself. It is the latest in our exciting sports sedan lineup, and will turn heads as it turns every corner." Central to the event were four studios - design, concept, hi-fi and photo - which embodied the CLA's stylish, cutting-edge and social character.

Built like New York style loft apartments the studios gave attendees the chance to take pictures, create their own CLA scrapbooks, make CLA-inspired music and connect with friends through social media.

The company hoped the studio experience would let people envision the CLA as part of their daily lives.

From all the exhibits and displays, it was the CLA itself that shined the brightest.

Unconventional appearance

Sitting prominently amid crowds of onlookers, the sports sedan impressed with its unconventional appearance, which takes cues from the larger Mercedes-Benz CLS.

A muscular bonnet embedded with powerdomes, soft raised pads that give definition to the radiator grille, and flare effect bi-xenon headlamps combine to create a powerful front end.

Prominent body lines and a frameless door design define the side profile, while a sloping rear end highlights the width of the car.

Five-twin-spoke AMG 18 inch light-alloy wheels and an AMG body styling package complete the exterior and add an additional touch of sportiness.

Inside the CLA is equally dynamic and its Cool Touch interior is distinguished by a palpable feeling of quality.

A 12-button, 3-spoke multifunction steering wheel and integral front/rear seats with leather upholstery all come as standard.

The detailed features showcase the CLA's assured craftsmanship and ensure a truly sensual driving experience.

Outstanding performance

While the CLA may be sporty inside and out, its performance comes, first and foremost, from its powerful engine.

This was fully apparent at the CLA Galleria, where an interactive display showcased the 2.0L 4-cylinder turbo engine from the CLA 260 4MATIC.

Featuring rapid response times, high power output, outstanding efficiency and best-in-class emissions the engine can race from 0 to 100 km in 6.6 seconds.

It requires 7.0 liters of fuel for every 100 km traveled.

This is further helped by a 7G-DCT dual clutch transmission, which works with the engine to enhance efficiency and ensure optimal performance.

The CLA also gets a boost from the latest generation 4MATIC system, making it the only model in its class to offer four-wheel drive.

Led by a principle of "torque on demand", the system allows for fully variable torque distribution between the front and rear axles. On normal road surface conditions the system runs in front wheel drive mode to increase fuel economy.

In special conditions or when the need arises the system transfers torque to the rear axle for added stability, safety, and efficiency.

With so much under the hood, it should come as no surprise that the CLA also sets a new record for aerodynamics.

"With its sleek design, the CLA boasts a drag coefficient value of just 0.23," explained Duan. "This beats out all other series production models, and establishes a new benchmark in the industry."

Cutting-edge technologies

The CLA also distinguishes itself through a range of cutting-edge technologies.

These start with driver assistance systems to help reduce the driver's workload.

The Attention Assist warns drivers when signs of drowsiness are detected, while the Blind Spot Assist alerts drivers of vehicles in their blind spot by displaying a red triangle in the exterior mirror.

The Collision Prevention Assist also gives added protection and can help prevent rear end collisions at speeds of 7 km/h and above.

For convenience and infotainment the CLA comes with Mercedes-Benz Connect, a versatile in-vehicle assistant.

Featuring intelligent information services such as a concierge, point-of-interest search and recommendation, parking space indication and roadside assistance, Mercedes-Benz Connect opens the door to a hassle free lifestyle.

The car's range of features and all-round package wins it new admirers every day.

"We are confident it will greatly expand our family of customers here in China, and aid us as we continue a growth momentum," Speeks said.

The positive reception at CLA Galleria would suggest the company was off to a good start.

lifangfang@chinadaily.com.cn