Steady Sales Performance in Early 2016

Mercedes-Benz has unveiled numerous models since the beginning of the year. This year, in particular, has been positioned as an SUV year, with the release of theGLC,GLE Coupe,GLSand other refreshed SUV models. Furthermore, the "dream cars" positioned as such include theC-Class Coupe" and the "SL," "SLC," and the revived after 44 years, theS-Class Coupe" and other specialty models. Additionally, the core model,E-Classhas also undergone a full model change.

In terms of marketing activities, the "showroom without cars" temporarily established at Daikanyama T-SITE has also reportedly been successful, with an average of 10 inquiries per day.

Based on these results, sales have steadily increased across all segments, allowing us to "finish as the No. 1 imported car" in the first half of 2016, stated Kintaro Ueno, President and CEO of the company. He also added, "Globally, Mercedes-Benz is recording its highest sales figures ever."

Mr. Ueno further explained, "One of the segments supporting these strong global and domestic results is what we call NGCC (New Generation Compact Cars), comprising five models." The NGCC lineup includes the "A-Class," "B-Class," "GLA," "CLA," and "CLA Shooting Brake." This announcement focuses on the facelifted CLA and CLA Shooting Brake, which are particularly noted for their design.

CLA Attracts Many New Customers

The CLA Debuted in Japan in 2013and quickly garnered significant attention, particularly from users new to Mercedes-Benz, leading to waiting times of over six months for delivery. "The demand exceeded our expectations, and we were in a situation where we couldn't even provide test drive vehicles at dealerships due to the need to deliver as many cars as possible to customers as quickly as possible," explained Shinya Hirosawa, Manager of the Product Planning 2nd Section, Sales Planning Department. Since its debut in 2013, the CLA has sold 20,000 units in three years.

Furthermore, the CLA "revolutionized automotive styling as a groundbreaking four-door coupe. The CLA's design has captured the hearts of younger generations, and its average owner age is indeed lower than that of other models. It's also characterized by a high proportion of customers switching from various body types, including sedans, minivans, and hatchbacks, as well as from domestic brands."

Design, Grade Differentiation, and Connectivity

This facelift for the CLA introduces three major highlights. The first is the design. Specifically, the front bumper shape has been refined, and the rear bumper and diffuser designs have been made more sophisticated, emphasizing a sportier aesthetic. Additionally, the LED taillight patterns have been updated.

The second highlight is the clearer differentiation of each model's character. The "CLA 180" features a less aggressive front bumper design without the rear diffuser or the diamond radiator grille. Its suspension is tuned for enhanced comfort, complemented by 16-inch wheels. In contrast, the "180 Sport" model emphasizes sporty design with features like sports suspension and a more aggressive bumper design. "Each of the four models has been differentiated to possess a distinct personality," stated Mr. Hirosawa.

The third feature is connectivity. Apple CarPlay and Android Auto are now supported. Mr. Hirosawa explained, "While the standard factory navigation system is excellent, offering compatibility with smartphone apps like Apple Maps provides an option for the 'smartphone generation,' allowing younger users to operate it as intuitively as their phones."

Furthermore, Mercedes-Benz's core values of safety and comfort have also been enhanced. The latest advanced driver-assistance systems have been integrated, and convenience has been improved with the standard inclusion of the HANDS-FREE ACCESS system, which allows the trunk or tailgate to be opened by simply placing a foot under the rear bumper.