Aiming for the Best in its Segment

In February 2018, Mercedes-Benz announced theA-Classfull model change. This model is drawing significant attention from rival manufacturers, and the reason lies in its latest infotainment system.

At the 2018 Geneva Motor Show, a crowd had gathered around the new Mercedes-Benz A-Class, making it difficult to get close.

When you say "Hey, Mercedes," the in-car voice recognition system activates, and operations for infotainment and comfort features are performed automatically.

The new A-Class is equipped with the latest infotainment system, named Mercedes-Benz User Experience (MBUX).

The A-Class has been given a cleaner, more global styling than its predecessor. A major exterior feature is the front fascia.

The combination of slim headlamps and a large grille strongly resembles the "shark nose" design found on the new CLS, as the company calls it.

"The new A-Class plays a significant role in transforming Mercedes-Benz," said Daimler Chairman Dieter Zetsche.

His words carry weight due to the adoption of a new design language ahead of other model ranges and the inclusion of MBUX, which developers describe as "more advanced than any other model."

"We don't have entry-level cars. Our motto is always to pursue the best in each segment."

This is what Wilko Andreas Stark, head of Strategy & Product Planning for Passenger Cars, told me at the Geneva Motor Show.

"It's part of our plan to rejuvenate the entire brand," Chairman Zetsche also stated.

A Wealth of Digital Devices

MBUX can be operated via a 7-inch touchscreen and buttons on the steering wheel. The latest navigation system offers detailed guidance, such as displaying target landmarks at turns (in Europe).

First, theS-Classfeatured 64-color ambient lighting is also available as an option. Comfort features like seat heaters are also plentiful.

Furthermore, you can say "Blue" to change the interior lighting to blue, or instruct to heat only the front left seat using voice commands.

The placement of a large monitor screen in front of the driver, and the new graphical user interface (GUI), are also noteworthy. For example, the map display is unique.

There are also many apps that link with smartphones. Particularly noteworthy is the smart key system, which allows the car to be started without a physical key.

It's said that sharing one's car with others is a trend in Europe. By charging for this service, one can earn pocket money. It's an interesting concept.

The A-Class can also be equipped with driver assistance systems derived from the S-Class as an option. It's also possible to select a driving assistance system that automatically handles steering up to a certain distance.

In the event of a collision, a system is employed to pre-emptively stimulate the muscles in the occupants' ears to mitigate hearing damage from the impact sound.

The Highly Anticipated New A-Class

The European lineup includes the 1,332cc "A 200," the 1,991cc "A 250," and the 1,461cc diesel "A 180 d." The A 200 comes with a manual transmission, while the others use a 7-speed dual-clutch.

While the content is innovative, the styling is conservative. The new A-Class lacks the bold body color-blocking or playful design elements that are a trend in recent compact cars.

Instead, the focus seems to be on quality, with solid construction in every part. The styling, being neither polarizing nor particularly striking, is likely to appeal to a broad audience.

As mentioned earlier, the attention this car garnered was immense (partly due to only two units being present at the venue), with not only journalists but also individuals who appeared to be engineers from rival manufacturers flocking to it.

"While SUVs are currently trending globally, the compact car market is also expanding. Mercedes-Benz plans to increase its compact car offerings by five to eight models in the future."

These were the words of Wilko Andreas Stark. Sales in Europe are set to begin soon. We plan to publish a test drive review later.