Mercedes-Benz Unveils the Facelifted New A-Class

Mercedes-Benz A Class

New A Class with Facelift Announced | Mercedes-Benz

Mercedes-Benz Japan has announced that the A Class, its compact hatchback model, has received a facelift and will go on sale from November 26th. Alongside this, it was also revealed that a new marketing initiative titled "Next stage with YOU" will be launched in collaboration with the techno-pop unit "Perfume" as a novel approach for the new A Class.

Text & Photographs by OHTO Yasuhiro

Equipped with a More Powerful Engine

Launched in 2013, it abandoned the traditional sandwich structure and appeared as a conventional front-wheel-drive hatchback.Current Mercedes-Benz "A Class"has been updated with a facelift.Improvements Including FaceliftThe grade structure has also been revised, including the addition of the new "A 180 Style" grade.

The exterior has evolved into a sportier and more stylish design, incorporating the latest Mercedes design language. Particularly for sporty grades like the "A 180 Sport," the addition of features such as the striking diamond grille and AMG design bumpers with large air intakes further enhances its sharp appearance. At the rear, the design of the LED combination lamps has been refreshed. The rear bumper also features a newly designed integrated exhaust tip, giving the rear view a more refined look.

Mercedes-AMG A 45 4MATIC

Mercedes-Benz A 250 SPORT 4MATIC

The powertrain has seen output improvements in some grades. The 2.0-liter inline-4 direct-injection BlueDirect turbo engine in the sporty "A 250 SPORT 4MATIC" now produces a maximum output of 218ps. Furthermore, the high-performance Mercedes-AMG "A 45 4MATIC," already known for its powerful 360ps output from its 4-cylinder turbo engine, has been boosted to 381ps in the new model.

In addition to the engine, the suspension has also been improved. The "A 250 SPORT 4MATIC" is equipped with electronically controlled hydraulic adaptive damping. For the A 45 4MATIC, the "AMG Front Axle Differential Lock," newly added to the optional "AMG Advanced Package," enhances traction performance, delivering sporty yet stable driving even under demanding conditions such as circuit driving.

The "Dynamic Select" system, which integrates control of the engine, transmission, and steering characteristics, has been equipped, allowing drivers to select the optimal mode for driving conditions. The top model, the A 45 4MATIC, features "AMG Dynamic Select" for sporty driving.

Mercedes-Benz A Class

New A Class with Facelift Announced | Mercedes-Benz

Brand's First Web-Customized Model Also Appears

In terms of functionality, the "LED Performance Headlights," which automatically adjust the light distribution according to driving conditions and weather, and the enlarged 8-inch "Wide Display" that shows various information are now standard on all models. Safety features have also been enhanced, with "CPA+ (Collision Prevention Assist Plus)" to avoid or mitigate rear-end collisions through automatic emergency braking, and "Attention Assist" to detect driver fatigue or drowsiness during long drives and provide warnings, now standard on all models.

The price of the new A Class ranges from 2.96 to 7.13 million yen. To commemorate the launch of the new model, special edition vehicles have also been prepared: the "A 180 Customized Version," Mercedes-Benz's first web-customized model; the "A 180 Edition Green," featuring the special color Evoult Green; and the "A 250 SPORT 4MATIC Motorsport Edition," designed with an F1 car as its motif. These are three distinct types.

Mercedes-Benz A Class | Mercedes-Benz A Class

Mercedes-Benz A 250 SPORT 4MATIC

Collaboration Marketing with Perfume

At the press conference held in Tokyo on November 26th, techno-pop unit "Perfume" made a surprise appearance. The outline of the marketing campaign "Next stage with YOU" for the new A Class, in collaboration with them, was also announced.

This initiative utilizes advanced image analysis technology to create 3D animations of the three Perfume members. In addition to TV commercials, a dedicated iPhone app is available. When an image taken with the app is imported, the image analysis technology converts its composition into an original stage, where the 3D animated Perfume members perform. There are said to be over 640,000 possible patterns.

The character design for the animationwas handled by Yoshiyuki Sadamoto, who also worked on "Neon Genesis Evangelion," following his involvement in the previous "NEXT A" campaign.The music was composed by Yasutaka Nakata, who has produced for Perfume and Kyary Pamyu Pamyu, and has also provided music for many other artists.

Mercedes-Benz Japan aims to appeal the charms of the A Class, an innovative compact hatchback, to a wide audience through this collaboration with Perfume.