Mercedes 2012 Annual Report Download - page 36

2 | A for Attack
With the new A-Class from Mercedes-Benz, Daimler is mount-
ing an attack in the fiercely contested compact-car segment.
The new compact model hugs the road 160 mm lower than its
predecessor and boasts many other new aspects as well. For
example, the expressive design, sophisticated equipment, and
unique handling properties embody the emotional personality
of the young vehicle generation with the Mercedes star. The
new A-Class is an authentic Mercedes-Benz — with a compact
design and tremendous potential to take new markets and
customers by storm.
Automobile designers don’t often get the chance to start
afresh with a blank page. But the designers and engineers
from Daimler had this opportunity and used it impressively.
With the new A-Class, Mercedes-Benz is revitalizing the
model range in ways that can be seen and felt. The radical
design vocabulary that was presented in the Concept A-CLASS
has been systematically implemented in a series-produced
vehicle. As a result, this compact sports car boasts the most
progressive design in its class.
Perfect aesthetics and functionality. The leap into a new era
is also evident in the interior of the A-Class. The innovative
design, sporty details and high-quality materials demonstrate
that the new compact car is a premium automobile.
A leader in safety and lifestyle. As a bona fide Mercedes-Benz,
the new A-Class offers a wealth of assistance systems that
are otherwise found only in the premium class. These standard-
equipment features include the radar-supported COLLISION
PREVENTION ASSIST and the blind-spot assistant. Optional
equipment includes the PRE-SAFE® occupant protection system.
Thanks to its multimedia system and the integration of the
iPhone into the vehicle, the new A-Class is becoming a home
on wheels for the Facebook generation. E see pages 38 ff
The unique sculptural quality of the new A-Class can be seen
in its characteristic lines, well-defined edges, and taut surfaces.
These fascinating shapes were initially handmade in clay.
“In addition to the SLS super sports car, nature was
a very important source of inspiration during the
initial design phase. The way the wind shapes sand
dunes into sculptures, for example — it’s fantastic.”
Mark Fetherston, designer of the A-Class.
He previously also helped to design the SLS AMG.
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