Interesting 2025 Mercedes CLA advertisement I saw the other day

[Dave Hess]

Interesting 2025 Mercedes CLA advertisement I saw the other day.
Link was on a news channel when I was checking the weather.

I didn’t know Mercedes is advertising towards a younger crowd.

 

[Vil_Riker]

CLA is an entry model so I can see why they are targeting the youth.

I personally cannot stand the buzzy Civic style engines in the modern Mercedes sedans.

 

[Vercingetorix]

Anybody who sits on the hood of their car is a loser.
Anybody who thinks front wheel drive is powerful is beyond help.

 

[tcp71]

Wierd advert. Talk about "pride" then sitting on the hood and fenders of the car. Can't see anything but the emblem on the hood. Not a car advertisement in my mind, a millenial feel good visual. Like the Jaguar commercial.

 

[Dave Hess]

Jaguar commercial ?

 

[BISCUT]

It's a legitimate ad for MB. They are targeting a market segment that may not feel as many of us here on BIGTOG do. Strong image that will likely resonate with their target audience.

 

[Nukeman7]

Jaguar commercial ?

It was discussed here: Jaguar Commercial on BITOG. Let's not get this thread locked too.

 

[JeffKeryk]

My guess is, the China market is hurting everybody. MBZ is looking to expand its other regions. Sure, their money is in the big cars, but starting with the entry level is smart.

Expect more from everyone. Sales numbers and margins are taking a hit.

 

[fdcg27]

MB has tried marketing to an entry level crowd before as has BMW.
For them to try for a market segment they haven't reached is understandable.
Nothing wrong with a little niche marketing.

 

[KCJeep]

Not for me but it's probably an effective ad for it's intended market target. The C-class is already aimed at people that have no business buying a Mercedes in the first place, thus the ridiculous soccer ball sized grill emblem AND a hood ornament. "Look at me" syndrome.

While the sticker price tickles a more mainstream market few buyers have any concept of the actual cost to own a Benz.

 

[Astro14]

My guess is, the China market is hurting everybody. MBZ is looking to expand its other regions. Sure, their money is in the big cars, but starting with the entry level is smart.

Expect more from everyone. Sales numbers and margins are taking a hit.

Is it smart? I mean, it’s cheapening the brand when a new Mercedes costs what a new Civic does.

Does buying a new, loaded Civic show that you have "made it"?

In 1932, Packard tried the same the same thing - expanding their potential client base through a cheaper model - and they introduced the "light eight" - a de-contented version of the standard eight.

They lost cachet, their position in the market, as a result of that cheapening, as well as money on the model.

Didn't work out that well in the long run.

 

[KCJeep]

Is it smart? I mean, it’s cheapening the brand when a new Mercedes costs what a new Civic does.

Does buying a new, loaded Civic show that you have "made it"?

In 1932, Packard tried the same the same thing - expanding their potential client base through a cheaper model - and they introduced the "light eight" - a de-contented version of the standard eight.

They lost cachet, their position in the market, as a result of that cheapening, as well as money on the model.

Didn't work out that well in the long run.

Good point on brand image. MB and BMW don't have the subtle stigma that many luxo brands do in this country by not having a cheaper cousin. Lincoln, Cadillac, all the Asians and even Audi are affected a bit by this.

A big part of the image and allure of upscale brands is they are not supposed to be either cheap or common.

 

[slacktide_bitog]

It almost looks like AI or a parody

 

[Zee09]

Not for me but it's probably an effective ad for it's intended market target. The C-class is already aimed at people that have no business buying a Mercedes in the first place, thus the ridiculous soccer ball sized grill emblem AND a hood ornament. "Look at me" syndrome.

While the sticker price tickles a more mainstream market few buyers have any concept of the actual cost to own a Benz.

I figured you already had one with a green filter

 

[JeffKeryk]

Is it smart? I mean, it’s cheapening the brand when a new Mercedes costs what a new Civic does.

Does buying a new, loaded Civic show that you have "made it"?

In 1932, Packard tried the same the same thing - expanding their potential client base through a cheaper model - and they introduced the "light eight" - a de-contented version of the standard eight.

They lost cachet, their position in the market, as a result of that cheapening, as well as money on the model.

Didn't work out that well in the long run.

Smart? Time will tell. MBZ is targeting a new market with this ad. The CLA is not a new product, it has been around for quite awhile and starts north of $45K. If it were failing, I would think they would kill it.

There is at least a certain segment of customers that will become repeat buyers; this is MBZ ad campaign.
Certainly their money is in their big cars and SUVs.

The Civic comparison is interesting... I'm not sure the Benz buyers are cross shopping Civics, and vice versa. Are prices comparable? I didn't know that.
Mercedes Benz has set an incredible standard. They were in a class by themselves until Lexus came along and changed the lux market, but Benz still has the name.

I don't know much about Packard nor do I know much about the automobile market in 1932. Is it comparable to today? I'm sure you can speak to that far better than I.

Regardless, the automobile company sales and marketing teams are concerned with the China market issues. China is MBZ biggest market. I have to believe Mercedes will adjust their China region market and this ad looks like it is addressing its US market.

Interesting times ahead.

 

[Pew]

Is it possible the generation that's about to hit midlife crisis age doesn't have money for their bread and butter S class? So to stay relevant they bet on their name to carry into a cheaper model car.

 

[Jay73]

I loved my Mercedes but if ya go to the dealer expect $1500+ brake job, $800+ transmission service, etc... Rims 1k each, tires $300+ each etc... I ordered all the brake parts online for $500ish and did it myself but if your not a mechanic find one that likes working on Mercedes as the dealer prices are insane. I traded mine in and bought a CX-5 Turbo as wanted to be off the ground a little and had of enough of low profile tires and soft rims as Chicago roads ain't low profile friendly. Luckily I had the tire/rim insurance and the first time I actually bought an insurance product and got my moneys worth as think I got 2 tires and 2-3 rims free.

 

[wings&wheels]

Be interested to see the demographics of MB's customers over the past decade, especially age trends...may shed some light on this.

 

[irollo]

Anybody who sits on the hood of their car is a loser.
Anybody who thinks front wheel drive is powerful is beyond help.

Powerful is relative, the Civic Type R does well for itself as a FWD with 315hp

https://www.caranddriver.com/features/a42387169/lightning-lap-2023/

If you drop $67k on the highest AMG trimmed CLA you get 416hp (out of a 2 liter ). It's no EV but not bad.

 

[si1491]

If you drop $67k on the highest AMG trimmed CLA you get 416hp (out of a 2 liter ). It's no EV but not bad.

If I were to get a CLA, the 45 or 45 S is probably the only one I would settle for.