Core Insights - The launch of the all-new Mercedes-Benz pure electric CLA marks a significant step in the company's electric and intelligent transformation, symbolizing a new strategic pivot for the brand in the Chinese market [1][11][15] Product Features - The new CLA is built on the "oil-electric dual action" MMA platform, featuring an 800V high-voltage architecture and the world's first electric two-speed transmission, achieving a CLTC range of 866 kilometers and an energy consumption of 10.9 kWh per 100 kilometers [2][7] - The vehicle has undergone extensive testing, including 150 real vehicle crash tests and an additional 30 for local models, with nearly 500 million kilometers of real-world durability testing [5][6] Safety Standards - Mercedes-Benz emphasizes safety as a core value, with the CLA featuring 11 standard airbags and advanced battery safety measures that exceed new national standards [3][5] - The design includes a modular aluminum chassis specifically for electric vehicles, enhancing safety and battery protection [6][7] Market Strategy - The CLA is positioned as a new starting point for Mercedes-Benz in smart and electric vehicle manufacturing, with plans to introduce seven China-exclusive models by 2027 [11][12] - The marketing strategy includes collaborations with brands like McDonald's and League of Legends, aiming to attract younger consumers and reshape the brand's image [10][11] Sales and Distribution - The company has implemented immersive training for over 1,700 sales staff to ensure they can effectively communicate the product's value [12] - Mercedes-Benz is shifting from a focus on network expansion to enhancing dealer efficiency and service quality [13][14] Corporate Responsibility - The company maintains a commitment to corporate social responsibility, exemplified by rapid disaster response efforts and long-term educational initiatives [13][14]
当奔驰全员换上“红头像”：一款24.9万的CLA与它的价值保卫战