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All New GLA to lead compact SUV segment
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MERCEDES-BENZ launched two imported models of its All New GLA SUV last week in Beijing, and plans to bring locally produced variants in the second quarter of next year.
The automaker ran a presale of the GLA 200 and GLA 260 4MATIC at online stores last month. The 300 vehicles sold out in 66 hours. The GLA 200 equipped with a 1.6-liter turbocharged gasoline engine is priced at 289,800 yuan (US$47,400) in China, while the GLA 260 4MATIC with a 2.0-liter turbocharged engine will be sold for 398,000 yuan. The 4MATIC all-wheel drive is boosted by the seven-speed dual clutch automatic transmission, allowing the compact SUV to race from 0 to 100km/h in 7.1 seconds and reach a top speed of 230km/h.
The vehicle stands out in its segment not only in terms of acceleration but also because of its fuel economy. The new generation of 4MATIC system was specifically designed for the compact car family with enhanced energy efficiency. With a drag coefficient of 0.29, the GLA only requires 6.4 liters of petrol per 100 kilometers, which sets a benchmark in the compact SUV class.
When interviewed at the launch event, Olympics diving champion Tian Liang said he’s quite a collector of Mercedes-Benz cars. He described the GLA SUV as an athlete in a suit. His comments reflect the sporty spirit of the GLA compact SUV that combines with elegant craftsmanship and distinctive exterior features.
“It’s fairly compact in a city environment and it’s a nice looking car that has a lot of fun to drive thanks to its attractiveness and flexibility,” said Nicholas Speeks, president and CEO of Beijing Mercedes-Benz Sales Service Co, who also attended the launch last week.
“The GLA is the vehicle we’ve always wanted to produce locally. Now, to meet strong demand for the vehicle, we’re offering a relevantly small volume of these two imported models to ramp up the market before the full range of locally produced models hit the market in the second quarter of next year,” Speeks continued.
“With Premier Li Keqiang’s in attendance, we signed an agreement with Beijing Benz Automotive Co last month to make sure the local production of our compact cars will remain on schedule,” he added.
Mercedes-Benz saw a 41 percent sales growth of the family of new-generation compact cars during the first three quarters.
“Next year, we will come into more volume. Adding the GLA to local production is part of the process. Our strategy is to expand the range when we are able to produce the car locally. We will then set the price based on part-by-part production,” he said.
Mercedes-Benz compact cars have made a splash in the Chinese market, as customers have had to wait for months to get certain models. As a new member of this family, the GLA is targeting the customer segment with characteristics that speak for freedom.
“There’s no particular target age group. Almost all of our customers are of similar age between 27 and 50 years old. But they all share similar ambitions and characteristics,” explained Speeks.
“They can be urban residents who want flexibility and versatility, and those who are more outgoing and interested in active sports like canoeing, mountaineering, and hiking. But of course they also can be people who can identify this lifestyle, but don’t necessarily pursue it themselves,” clarified Speeks.
Speeks drives a GLA 45 AMG in England, which he purchased using Mercedes-Benz’s Agility financing program. The program has a buy-back option and calculates the residual value of the car based on loan duration and distance driven per year.
“I personally believe it’s a very nice option for customers. We will position it more properly and explain it more properly, as well,” he said. “We’ve also found that customers choosing Agility are often not compact car customers, but more the E- and S-Class customers.”
The GLA 45 AMG 4MATIC will make a debut at Auto Guangzhou show this month, according to Speeks.
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