Revised Front End, New Grade Introduced

The most noticeable exterior change is the adoption of the punched grille, found on many other Mercedes SUVs, for the GLA. Additionally, the front fog lamps are more pronounced, and the front and rear bumpers, featuring a design motif of underguards, have been modified to emphasize the SUV's off-road capabilities.

Furthermore, the rear combination lampsNew E-Classfeature a crystal look reminiscent of a "starry night sky," also seen on the new E-Class. Innovative reflector technology not only enhances visibility to following vehicles but also prevents dazzling by adjusting light output based on conditions.

In terms of functionality, the Hands-Free Access system, which allows the tailgate to be opened and closed without using your hands by simply moving your foot under the rear bumper when your hands are full, is now standard equipment. Three new body colors have been added: Kambanite Blue, Elbaite Green, and Canyon Beige, bringing the total to nine available colors.

In addition to the existing lineup, a new entry-level 4MATIC model, the GLA 220 4MATIC, has been introduced. This engine is an optimized version of the 2.0-liter inline-4 BlueDIRECT turbo engine, producing a maximum output of 184 hp and a maximum torque of 300 Nm (European reference figures).

Regarding this model, Shinichi Hirosawa, who is in charge of product planning at Mercedes-Benz Japan, stated, "This is a model that allows customers to fully enjoy its efficient performance, ample torque from low RPMs, and the stable driving provided by 4MATIC on uneven or rough terrain." The price has been set at 4.4 million yen. The GLA 220 4MATIC is scheduled for release in September.

The top-performance model of the GLA, the Mercedes-AMG GLA 45 4MATIC, features an engine power upgrade. Its maximum output has increased from the previous 360 hp to 381 hp, and maximum torque from 450 Nm to 475 Nm, aligning it with models like the Mercedes-AMG CLA 45 4MATIC.

The exterior has been refreshed with the latest Mercedes-AMG design, characterized by the AMG twin-louvre and enlarged air intakes. Furthermore, silver chrome accents extend from the front splitter to the side skirts and the rear diffuser with four fins, emphasizing the SUV's appearance.

The lineup will consist of a total of four models: the front-wheel-drive GLA 180, the premium GLA 250 4MATIC, and the aforementioned two models.

New Campaign Launched, Following Super Mario

Since its debut in 2013,the GLA has achieved success in numerous markets, including the United States, China, and the United Kingdom. In Japan, since its announcement in 2014, it has become a hit model with approximately 14,000 cumulative sales. Kintaro Ueno, President and CEO of Mercedes-Benz Japan, attributes one of the factors for this success to its innovative marketing activities.

"We have conducted promotions targeting younger individuals who may not have previously interacted with Mercedes. With a primary target audience of those in their 30s and 40s, we have sought new touchpoints through activities such as featuring the GLA in games and distributing videos on YouTube."

He also noted that as the first compact SUV from Mercedes, they provided test drive vehicles at dealerships nationwide and at "Mercedes-Benz Connection" locations, andMercedes-Benz Connection NEXT DOORoffered opportunities to experience its off-road capabilities. By providing chances for customers to interact directly with the GLA, "we aimed to convey its authentic off-road performance and practicality," which he believes led to its success.

Regarding the user demographic, Mr. Ueno explained, "Compared to other Mercedes models, the proportion of users in their 30s is very high, and approximately 70% are first-time Mercedes buyers who have switched from various other body types." He further commented, "Its popularity stems from its body size that easily fits into multi-story parking garages and is easy to maneuver, combined with a compact yet distinctly SUV-like design."

Looking ahead at future marketing activities for the GLA, Mr. Ueno announced, "We will launch a digital campaign called 'FIND GLA,' where users can search for hidden GLAs across Japan in a game-like format. We aim to provide a digital experience that inspires people to imagine visiting various locations with the GLA." The campaign is scheduled to begin in early June.

The television commercials will feature the phrase "#Mercedes' Trump Card."

"We are communicating that the new GLA, with its enhanced design that emphasizes its SUV character and its improved off-road capability through 4MATIC, is being introduced as Mercedes' trump card," he explained. "We are devising a strategy to leverage this hashtag to disseminate information about the GLA."

The lineup and pricing for the new GLA are as follows: the basic "GLA 180" with a 1.6-liter turbo is 3.98 million yen, the newly added "GLA 220 4MATIC" is 4.49 million yen, the "GLA 250 4MATIC" (made-to-order) is 5.13 million yen, and the Mercedes-AMG "GLA 45 4MATIC" is 7.92 million yen. All models except the GLA 220 4MATIC are available from April 19th.

Mercedes-Benz GLA 180
Body Dimensions | Length 4,430 x Width 1,805 x Height 1,505 mm
Wheelbase | 2,700 mm
Tread Front/Rear | 1,560 / 1,545 mm
Vehicle Weight | 1,480 kg
Engine | 1,595cc Inline-4 DOHC Turbo
Bore x Stroke | 83.0 x 73.7 mm
Compression Ratio | 10.3
Max Output | 90 kW (122 ps) / 5,000 rpm
Max Torque | 200 Nm (20.4 kgm) / 1,250-4,000 rpm
Transmission | 7-speed AT (7G-DCT)
Drivetrain | FF
Brakes Front/Rear | Ventilated Discs / Discs
Tires | 215/60R17
Minimum Turning Radius | 5.7 meters
Minimum Ground Clearance | 150 mm
Fuel Economy (JC08 Mode) | 16.46 km/ℓ
Trunk Capacity | 421-1,235 liters
Price | 3.98 million yen

Mercedes-Benz GLA 220 4MATIC
Body Dimensions | Length 4,424 x Width 1,804 x Height 1,494 mm
Wheelbase | 2,699 mm
Engine | 1,991cc Inline-4 DOHC Turbo
Bore x Stroke | 83.0 x 92.0 mm
Compression Ratio | 9.8
Max Output | 135 kW (184 ps) / 5,500 rpm
Max Torque | 300 Nm (30.6 kgm) / 1,200-4,000 rpm
Transmission | 7-speed AT (7G-DCT)
Drivetrain | 4WD
Brakes Front/Rear | Ventilated Discs / Ventilated Discs
Tires | 235/50R18
Trunk Capacity | 421-1,235 liters
Price | 4.49 million yen

Mercedes-Benz GLA 250 4MATIC
Body Dimensions | Length 4,430 x Width 1,805 x Height 1,510 mm
Wheelbase | 2,700 mm
Tread Front/Rear | 1,555 / 1,545 mm
Vehicle Weight | 1,600 kg
Engine | 1,991cc Inline-4 DOHC Turbo
Bore x Stroke | 83.0 x 92.0 mm
Compression Ratio | 9.8
Max Output | 155 kW (211 ps) / 5,500 rpm
Max Torque | 350 Nm (35.7 kgm) / 1,200-4,000 rpm
Transmission | 7-speed AT (7G-DCT)
Drivetrain | 4WD
Brakes Front/Rear | Ventilated Discs / Ventilated Discs
Tires | 215/50R18
Minimum Turning Radius | 5.7 meters
Minimum Ground Clearance | 150 mm
Fuel Economy (JC08 Mode) | 14.2 km/ℓ
Trunk Capacity | 421-1,235 liters
Price | 5.13 million yen

Mercedes AMG GLA 45 4MATIC
Body Dimensions | Length 4,460 x Width 1,805 x Height 1,500 mm
Wheelbase | 2,700 mm
Tread Front/Rear | 1,560 / 1,560 mm
Vehicle Weight | 1,650 kg
Engine | 1,991cc Inline-4 DOHC Turbo
Bore x Stroke | 83.0 x 92.0 mm
Compression Ratio | 8.6
Max Output | 280 kW (381 ps) / 6,000 rpm
Max Torque | 475 Nm (48.4 kgm) / 2,250-5,000 rpm
Transmission | 7-speed AT (7G-DCT)
Drivetrain | 4WD
Brakes Front/Rear | Ventilated Discs / Ventilated Discs
Tires | 235/45R19
Minimum Turning Radius | 5.7 meters
Minimum Ground Clearance | 140 mm
Fuel Economy (JC08 Mode) | 12.3 km/ℓ
Trunk Capacity | 421-1,235 liters
Price | 7.92 million yen