Mercedes-Benz Going After MINI

Derek Kreindler
by Derek Kreindler

Mercedes-Benz is apparently preparing for a new line of models to slot below the A-Class, to better compete with MINI.

Reuters quotes the German news magazine Focus in claiming that

“The offensive is due to kick off in 2015 with an SUV that is even smaller than the new GLA compact crossover, due to be unveiled at the Shanghai auto show later this month,…A three-door model to compete with BMW’s Mini will follow in 2016, with prices for all cars to range between 17,000 euros ($22,300) and 20,000 euros.”

It’s unclear whether the cars will be branded as Mercedes-Benz products or not, but they will slot above the Smart range. With one of the highest average buyer ages in Europe, small cars like these will be the key to bringing in younger (and less affluent) buyers for Mercedes cars – rather than buyers looking for their last set of wheels.
Derek Kreindler
Derek Kreindler

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  • Mykl Mykl on Apr 17, 2013

    They have my attention. The more small, sporty hatchbacks on the market the happier I am.

  • Cargogh Cargogh on Apr 17, 2013

    I'm sure the highways will be safer with more affordable cars, geared toward younger and less experienced drivers, that offer such limited outward visibility. Why would it be unclear that it could be branded as a Mercedes?

  • Sitting@home Sitting@home on Apr 17, 2013

    "The offensive is due" "Offensive" being the operative word ... that A-class is even-its-mom-looks-the-other-way ugly, so there's no hope for a smaller vehicle saddled with the current M-B grotesque styling cues. In the Premium car market Jaguar has class, Audi has style, BMW has sport, Lexus is the default choice for anyone who doesn't want to think about their purchase and even Cadillac is forward looking. I just can't see a reason for anyone to buy anything in M-B's lineup and an expensive, small, ugly car is not going to change that.

  • Russycle Russycle on Apr 17, 2013

    Didn't they already try this with the C230? I thought that was a nice car, but that seemed to put me in a very small minority. And that thing pictured above is pretty hideous. I don't see this turning out well.

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