Mercedes-Benz launches new A-class, most affordable luxury car in India

Mumbai, May 30, 2013: The price bar to enter the luxury car club in India has just been lowered.

Mercedes-Benz India has launched the A-class, thereby throwing open the compact luxury segment in India.

The car has an introductory ex-showroom Mumbai price of Rs 21,93,500 for the diesel (A180 CDI Style) variant and Rs 22,73,500 for the petrol (A180 Sport). The ‘cheapest’ luxury car in India till the A-class’ arrival was the BMW X1 which has a retail price tag of Rs 28.3 lakh (ex-showroom Mumbai). Speaking at the launch today, Eberhard Kern, managing director and CEO, Mercedes-Benz India, said: “The A-class embodies the changing preference of the youth in today’s social milieu who increasingly prefer compact luxury. The A-class is also the safest cars with 11 drive assistance systems, and is India’s most fuel efficient luxury car with 1,000km run in a full tank of diesel, having a Cd of 0.27. We are confident that the dynamic design and class leading performance is sure to make the A-Class the choice of the new generation.”

He added, “2013 is the year of offensive for Mercedes-Benz India and the A-class’ launch reiterates our promise of bringing the most fascinating cars to India.”

2013-14 will most likely see a pitched battle between the three German luxury carmakers (Audi, BMW and Mercedes-Benz), all of whom plan to grow their product portfolio and also substantially expand their sales and marketing network in India. BMW is slated to launch its 1-Series later this year.

The country’s slowing economy could, however, play spoilsport with the carmakers’ plans. Compared to 2011-12, which saw a handsome growth of 46 percent (25,645 units compared to 17,550 units in 2010-11), in 2012-13 luxury car buyers were more restrained. As a result, the fiscal year saw a near-flat sales increase of 6.6 percent to 27,357 units.