• All roads lead to Rome: Mercedes-Benz premieres the all-new CLA with an extraordinary brand experience
•Celebrating a new era of intelligence and emotion: the global launch at Villa Miani in Rome was attended by renowned figures across music, fashion, film and culture
•The all-new CLA is the cleverest and most efficient series production car ever made by Mercedes-Benz
•The announcement of a multi-collaboration titled 'Class of Creators' features the CLA alongside five unexpected partners from diverse cultural and creative fields
With the launch of the all-new CLA, Mercedes-Benz elevates its legacy of setting benchmarks and redefining class standards. This innovation powerhouse captivates the soul with its striking and athletic design. A launch of this magnitude deserves a backdrop of equal prestige, which is why Mercedes-Benz chose Rome – the metropolis defined by timeless elegance, flair and progressive vision – to unveil the CLA.
'The premiere of the new CLA in Rome – a city just as iconic and timeless as Mercedes-Benz – was more than just another car launch. It marks the beginning of a new era for Mercedes-Benz and for our customers: The CLA will be the most efficient and the most intelligent Mercedes we've ever made. It's the one-liter car for the electric age – and at the same time will also be available as a highly efficient hybrid version. It is the first in a series of new models we're adding to the Mercedes-Benz family.'
Ola Kaellenius, Chief Executive Officer, Mercedes-Benz Group AG
The new automotive icon brought together a diverse collective of talent from multiple creative industries and influential friends of the brand at the stunning Villa Miani. Cultural tastemakers in attendance included Romeo Beckham, Camilla Cabello, Lucien Laviscount, Central Cee, SOMI, ASAP Nast, Peyton List, Jacob Bertrand, Will.i.am, Ice Spice, Colm Dillane, Gustaf Westman, Mimi Keene, Evan Mock, Mustafa the Poet, Daniel Caesar, Kai Isaiah Jamal, Clara Berry, Leo Mandella and many more. Set against its commanding hilltop position and breathtaking panoramic views of the 'Eternal City', it was the perfect venue for the world premiere. At the reveal, Mercedes-Benz surprised guests with an exclusive live performance from South African singing sensation Tyla.
Throughout the day, the creative multi-collaboration 'Class of Creators' was announced, featuring the all-new CLA. Cultural trailblazers including four times GRAMMY-nominated, U.S. rapper Ice Spice, interior designer Gustaf Westman from Sweden, U.S. fashion designer and artist Colm Dillane aka KidSuper as well as the gaming platform League of Legends and the toy car brand Hot Wheels, will present future-facing visions and content inspired by the all-new CLA as a creative platform – merging the essence of Mercedes-Benz with the artists' DNA. Each collaboration will feature its own vehicle art piece, revealed at various events throughout the year.
The ultimate CLA experience
At the exclusive, invitation-only event guests were immersed in a theatrical extravaganza inspired by the vibrant style, rich cultural tapestry and beauty of Italian life. As the music and dance production subsided, all eyes focused on the stars of the evening: different versions of the CLA artfully positioned on the patio, overlooking the sparkling night lights of Rome.
'Rome has an incredible history of culture, art and design, and it is the perfect place for us to reveal our all-new CLA. We're delighted that so many of our Mercedes-Benz family have joined us tonight at Villa Miani. A stunning venue for our incredible new car. This new CLA is the cleverest car we've ever made and sets new standards for now and into the future.'
Bettina Fetzer, Vice President Mercedes-Benz Digital & Communications, Mercedes-Benz AG
The name remains, but everything else is elevated to the next level: The all-new Mercedes-Benz CLA
Using groundbreaking technology, the new CLA delivers more to customers in every dimension. More space, more refinement, more comfort, more intelligence and more efficiency compared to its predecessor.
The new CLA is the first vehicle to fully operate on the proprietary AI-enhanced Mercedes-Benz Operating System (MB.OS). The new generation MBUX opens up a new world of personalized experiences and intuitive interaction between the vehicle and occupants. It is the first system in the automotive industry to integrate both, AI from Microsoft and Google.
The 800-volt electric architecture and new battery chemistry in the all-electric CLA significantly reduce charging times. The CLA 250+ with EQ Technology can charge up to 325 km of range in 10 minutes1. With up to 792 km of range2, the CLA 250+ with EQ Technology elevates everyday electric mobility to new heights. The new CLA will also be available as a high-tech 48-volt hybrid. Further details on the all-new CLA are available here.
The launch of the all-new CLA marks the beginning of a new design era for Mercedes-Benz. It is defined by several iconic elements, including an illuminated radiator grille and star-shaped daytime running light signature. The interior design is inspired by the design principle of a Zen garden – the art of reducing everything down to the essentials. The optional MBUX Superscreen takes center stage with driver, center and passenger displays behind a large glass surface.
The all-electric CLA was designed with sustainability in mind from the inside out, reducing its carbon footprint by 40 percent across the entire value chain compared to its non-electrified predecessor. It uses four times as much recycled content in the thermoplastics, with 50 percent post-consumer recycled materials. The seats contain recycled material throughout, including the seat foam, substructure and select upholsteries. The interior carpet is made from Econyl yarn produced from 100-percent recycled material. By implementing further CO₂ measures in the supply chain and when charging the battery, the savings can increase to up to two-thirds.
About Mercedes-Benz USA
Mercedes-Benz USA (MBUSA), headquartered in Atlanta, is responsible for the distribution, marketing and customer service for all Mercedes-Benz products in the United States. MBUSA offers drivers the most diverse lineup in the luxury segment with 18 model lines ranging from the sporty GLA SUV to the flagship S-Class and the dynamic all-electric vehicles from Mercedes-Benz. MBUSA is also responsible for Mercedes-Benz Vans in the U.S. More information on MBUSA and its products can be found at http://www.mbusa.com and www.mbvans.com.
Photo credit: Mercedes-Benz posted on conceptcarz.com
