German luxury carmaker Mercedes-Benz is beefing up its EV strategy and will launch the new CLA electric sub-compact sedan at the Motor Expo this December.
The CLA 250+ will be the first locally-assembled model from the Mercedes-Benz Modular Architecture (MMA) platform. It will feature an 800v battery system with 85kWh capacity offering a range of up to almost 800kms WLTP.
While Mercedes-Benz first introduced EVs in Thailand back in late 2021 (EQS 500), the first models came with high-tech features that made it costly, and affordable by only a small number of buyers.
“Our strategy is to make EVs more accessible and we think this is the right moment for leveraging EV adoption,” Martin Schwenk, president and CEO of Mercedes-Benz Thailand Ltd, said during a press interview in Bangkok.
He told Thai media that the Mercedes-EQ sub brand is being replaced with a new format. All electric models will carry the model’s name followed by “with EQ Technology,” and “with EQ Hybrid Technology” for plug-in hybrid models.
Schwenk said the sleek CLA subcompact was first introduced in 2015 and was successful in sales, attracting new customer groups like professionals and first-time buyers to the brand.
Although the MMA platform also allows for internal combustion engine as well as plugin hybrid powertrains to be used, the company plans to offer only the EV variant in Thailand first.
“The new CLA will play a central role in meeting the needs of customers seeking an electric vehicle in the Entry Luxury segment,” he said. “The CLA 250+ with EQ Technology will be the first model locally assembled on the MMA platform, giving us greater flexibility and efficiency to produce all drivetrains.”
In terms of performance, customers can expect swift acceleration of under 7 seconds thanks to the 272hp electric motor with 335Nm of torque, along with a top speed of 210km/h.
Mercedes designer Dennis Brings was also present and talked about the design concept of the new CLA, which, like other Mercedes-Benz models, features the “Sensual Purity” concept.
It comes with a Starpanel grille with animated lighting. There are also star-shaped DRLs in the headlamps, while digital jewelry tail lights are equipped at the rear.
Brings said the interior is inspired by Japanese Zen gardens. The cabin features glass screens, metal garnishing and leather on laminated door center panels.
According to Mercedes-Benz, the new CLA is the most advanced car in its product portfolio. It comes with an MB.OS operating system with AI-powered MBUX Virtual Assistance, in collaboration with Google. The system also connects to a variety of applications such as ChatGPT, Gemini, Google Maps, Zoom, etc.
The German automaker targets young, first-time EV buyers as well as upgrading EV buyers.
Meanwhile, Mercedes-Benz is also revving up sales of existing EV models with price adjustments, resulting in a much lower MSRP (up to Bt3 million).
The “Defining Electric: Reimaging Intelligence” campaign is ongoing and has already attracted over 200 EV orders since August 1, with new pricing has been announced for the following models: EQE 300 (Bt2,890,000), EQE 53 (Bt4,890,000), EQE SUV (Bt3,190,000) EQS (Bt4,190,000) and EQS SUV (Bt5,790,000).
Details of the “DEFINING ELECTRIC: Reimagine Intelligence.” campaign can be found at: https://mb4.me/FB-Defining.
