AIMS: Benz wedges rivals with new A-Class

Mercedes-Benz has come out swinging in the lead-up to this week’s Australian International Motor Show in Sydney and the knock-out punch is its keenly priced new A-Class.

Confirming long-running speculation of a circa-$35K starting price for its all-new range-opener, the redesigned A-Class will hit the ground running in Australia with a base price of $35,600 plus on-road costs for the entry-level A180.

Sitting upmarket of the A180 are mid-range A200 models (in direct-injection petrol and diesel form), priced at $40,900, while the flagship A250 Sport comes in a smidge under $50K at $49,900.

Slotting into the product range below the B-Class, the new A-Class is a more or less conventional hatch, far removed from the packaging of the former A-Class with its stubby front-end and high roof.

Benz is offering the new model with seven option packs, none of which exceed $3000. Featuring the safety of nine airbags, the sharp pricing and the brand image that goes with the Benz name, the A-Class is shaping up to be a game-changer for both the prestige importer and the premium compact segment.

David McCarthy, Senior Manager for Corporate Communications at Mercedes-Benz Australia, told motoring.com.au that supply of the new A-Class was likely to be constrained, but the Benz spokesman wouldn't reveal what the company's sales projections were for the new model.

"Let's say we get 3000... we'll sell every one..." he said, noting that the company could also sell every unit of 5000 if the factory could supply that number for the Australian market.

Mr McCarthy's confidence is born out of the value the A-Class represents. According to his colleague, Product Manager Gordon Jones, the combination of price and specification is a direct result of the strong Aussie dollar and the relative weakness of the Euro.

It's easier for the Australian arm of Mercedes-Benz to negotiate a breathtaking price with the factory for a new model, rather than a car already in its middle years, explained Mr Jones, and the relative value of the A-Class is likely to hold out for perhaps some years yet, while some markets in the European Union remain "a basket case", to use the Benz spokesman's words.

Mr McCarthy claims that as a consequence of the tough negotiations with the factory, the new A-Class is "the best equipped, best priced A-Class in the world" and has arrived in the market at a "compelling price point."

"This is the Mercedes-Benz of compact cars," he continued, observing also that the importer wasn't just "in this market to sell cars, but also to engender brand loyalty."

Feedback from dealers based on customer enquiry indicates there's some pent-up demand in advance of the car's launch in Australia.

While supply looks like it may pose a challenge for the importer early on, Mr McCarthy believes that the price negotiated with the factory has made it very affordable in the longer term, as the supply position improves.

He says the company had to introduce an A-Class that could generate sufficient sales to make the profit margin cut look worthwhile for the factory too – a Catch 22 situation, in other words.

"You have to find a balance between volume and profit," Mr McCarthy explained, "and we think we've got it right."

The A180 BlueEFFICIENCY is powered by a direct-injected and turbocharged 1.6-litre petrol engine, developing 90kW/200Nm and using just 5.8L/100km in combined-cycle (ADR 81/02) testing. CO2 emissions are as low as 135g/km, running on 95 RON premium ULP.

Driving through a seven-speed dual-clutch transmission to the front wheels, the engine will automatically stop and start to save fuel in traffic. The ECO start/stop facility, to use the Benz term, is a standard feature across the A-Class range, including the diesel-engined A 200CDI BlueEFFICIENCY.

Standard features at entry level include PARKTRONIC Active Parking Assist, Audio 20 with media interface, a reversing camera and 17-inch alloy wheels in a five-spoke design featuring paired spokes. Sports seats are trimmed in a combination of fabric and ARTICO upholstery.

The A200 BlueEFFICIENCY is powered by the same 1.6-litre petrol engine, but develops 115kW/250Nm, consumes 6.1L/100km and emits 141g/km of CO2. Standard features are as for the A180 BlueEFFICIENCY, but with the addition of electricallyfolding exterior mirrors, a twin-outlet exhaust system and 18-inch alloys.

Priced the same as the petrol A200, the A200 CDI BlueEFFICIENCY is powered by a 1.8-litre diesel developing 100kW and 300Nm for a fuel consumption figure of 4.6L/100km and CO2 emissions of 121g/km. Equipment is as per the petrol A200.

The top-shelf A250 Sport, which boasts some input from Benz's own hot tuner, AMG, is fitted with a 2.0-litre petrol four-cylinder. Power and torque figures from the turbocharged and direct-injected powerplant are 155kW/350Nm, while fuel consumption and CO2 output is 6.6L/100km and 152g/km respectively. As with all A-Class models, the transmission is a seven-speed dual-clutch transmission driving through the front wheels.

Standard equipment includes an AMG body kit, sport suspension, bi-Xenon headlights, a panoramic sunroof and an alternative design of 18-inch alloy wheel.

While the A-Class will be the star of the show on the Mercedes-Benz standard, the new model is not scheduled for a retail launch until March of next year.

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