FIRST DRIVE MERCEDES A-CLASS:MERCEDES IS ON the attack. That's the message from the new A-Class, a car that takes its name from a model first launched 15 years ago but with which it bears little or no comparison.
From a rather boxy, high-roofed city car we have a low-set, sporty hatch. The likely audience is predicted to shift from those who rate ease of access to those interested in acceleration. From the 50-plus group that favours the current model, the new A-Class is targeting well-heeled twenty- and thirtysomethings relatively free of the shackles of offspring.
The seismic shift in the A-Class’s approach is symbolic of a new era at the brand. Mercedes has a firm base among older, well-heeled motorists in the big saloons and wealthy youngsters in the sports cars. Where it has fallen flat is in the younger-middle-aged middle classes, who currently opt for Audi or BMW. The rival German duo are garnering the big-volume sales that have pushed them to the top of the premium-sales tables across the globe.
Starting with the new A-Class and recently launched B-Class, Mercedes wants not only to close the gap but also to overtake them and become the biggest-selling premium brand by 2020. That’s an enormous challenge and means a big shift in customer base. While retaining the well-heeled elders, it must start to woo up-and-coming motorists.
It plans to do this with a product assault. The new A-Class and B-Class are only the start. From this same platform alone will come a four-door coupé CLA – akin to a shrunken CLS. A Shooting Brake, or estate, version of this will also be offered. Then there will be a mini-SUV crossover. And that’s just from this single small-car platform. Many more derivatives are planned for the rest of the range.
The new A-Class is as eye-catching in production as it was in concept, when it stole the show at Beijing last spring. The low-set stance, chiselled lines and imposing grille give it real character, something rivals in the premium-hatchback market often lack. Among the host of colours on offer is a matt gunmetal grey that gives the car an amazing presence.
Technically speaking, the new A-Class claims to be the best in class in terms of aerodynamics, and it’s certainly far sleeker than its predecessor. It sits 160mm closer to the ground than the last generation, and the seating position has been lowered by 178mm. That will entice those looking for a more agile look and feel but probably irk those used to the functionality of the previous model.
Along with the lower-set seating position, the entire cabin look and feel are more in keeping with the sportier compact styling of the exterior. The three-spoke steering wheel, chequered finish on dials and solid feel to surfaces all add to the sporty allure. Gadgetry also features in the new car, with an upcoming app system for the car’s colour-screen control system that will let you browse social media and messages on the go.
There’s a solid feel to the A-Class that was missing from its previous iterations. Inside those cars you felt you were compromising on quality for the sake of the badge. Here the quality is what one would expect.
In terms of engines, a 1.8l diesel will be the big draw in Ireland, with either 109 or 136bhp. Higher-powered versions are on offer, topped by the upcoming A45 AMG version, but that’s a halo on the range. In reality it’s the A180 CDI and later A160 CDI that will feature on our roads. In that regard the 180 CDI is sharp and torquey, packing a decent punch. Throttle response could be better, and it loses some power in the manual version when overtaking, but it’s still a smart package, and emissions of 98g/km will lure buyers.
The low-set stance lends itself well to the handling, making it fun to weave through bends. That was never a trait of its high-sided predecessor. There’s little bodyroll or loss of composure, thanks to a new four-link rear axle.
All this bodes very well for the A-Class. It looks great, is fun to drive and is a shining star in a hatchback market that’s increasingly monotone.
Yet the road ahead is not free from hurdles. Three challenges face the A-Class in its ambition to lure customers from the likes of the Audi A3 and BMW 1-Series.
First up is perception. Mercedes will be able to shake off the image of being a brand for older drivers, but it needs to manage that carefully. It doesn’t want to appear like a middle-aged parent seeking street cred. Neither does it want to ostracise its lucrative older customers. It’s a challenge Mercedes can overcome.
The second is less clear cut: size. The A-Class looks and feels smaller than its Audi rival. Back-seat room is tight and really only offers space for two with any degree of comfort. In that regard it’s more supermini than family car. The lower seating will also annoy traditional A-Class buyers. The answer here, it seems, comes in the shape of the B-Class, towards which Mercedes will point customers who need more space.
The final issue is price. While they are still waiting to agree final prices, it’s likely the A-Class will start at €27,000. That’s a sizeable sum for the Mercedes set, particularly if some of the functionality – and uniqueness – of the current model is sacrificed in the name of image.
The quandary Mercedes faces is that many of its target demographic simply don’t have that sort of cash. Those who do and who fall for its looks – easily done – may have to let head overrule heart when family practicalities come into the mix. Yet there should be enough to make this car a success, given that premium rivals carry similar price tags.
Where things start to get interesting is in the used-car market. In three years a used A-Class will likely sell for close to €20,000, and that will be more in line with many potential buyers’ budgets. As the entry point to a new age for Mercedes, the A-Class holds promise.
Factfile
DIESELS
A 180 CDI BlueEfficiency
Engine1796cc four-cylinder, 109bhp, 260Nm of torque, six-speed manual
0-100km/h 11.3 seconds
L/100km 3.8
Emissions(tax) 98g/km (€160)
A 180 CDI BlueEfficiency Auto
Engine1796cc four-cylinder, 109bhp, 250Nm of torque, seven-speed automatic
0-100km/h 10.6 seconds
L/100km 4.1
Emissions(tax) 109g/km (€160)
A 200 CDI BlueEfficiency
Engine1796cc four-cylinder, 136bhp, 300Nm of torque
0-100km/h 9.3 seconds
L/100km 4.3
Emissions(tax) 111g/km (€160)
PETROLS
A 180 BlueEfficiency
Engine1595cc four-cylinder, 122bhp, 200Nm of torque
0-100km/h 9.2 seconds
L/100km 5.5
Emissions(tax) 128g/km (€225)
A 200 BlueEfficiency
Engine1595cc four-cylinder, 156bhp, 250Nm of torque
0-100km/h 8.4 seconds
L/100km 5.5
Emissions(tax) 129g/km (€225)
A 250 BlueEfficiency
Engine1991cc four-cylinder, 211bhp, 350Nm of torque
0-100km/h 6.6 seconds
L/100km 6.1
Emissions(tax) 143g/km (€330)
FEATURES
Standard features include a 12-button multifunctional steering wheel; radar-based collision prevention assist system; and a 147mm colour display
PRICEExpected to start at about €27,000 for the A180 CDI
ARRIVINGIn showrooms for November
OUR RATING8/10 – great looks and fun to drive if you can live with a smaller car
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