SUPER BOWL 2013: Mercedes Pushing 'Most Affordable Benz Ever In USA' With CLA250 Coverage Today? Good Move?

Today is another illustration of why the USA is the greatest country in the world.

Two words...SUPER BOWL.

Sorry, but no world cup or for that matter any other sporting event has the magic of this day.

And that's why advertisers will spend WHATEVER it takes to get their message in your face.

It's still a few hours before game time but Mercedes-Benz already has guns drawn with the new CLA250 which is front and center during breaks in the Super bowl today show.

They have the car staged perfectly and it really looks BADASS.

And that's something seeing I have not been a fan of MOST of the latest models/designs from Mercedes.

But what surprises me about this car is that the first words out of the announcers mouth are not look how gorgeous and hot it looks but that "It's the most affordable Mercedes EVER in the USA".

Spies, what is your opinion...should that be the lead message? Affordability?

Or does that diminish the appeal of a luxury brand?

I don't seem to see ads say this most affordable Prada bag ever or the most affordable Kiton shirt ever.

Spies, discuss...

Don't forget to check out our latest car review as well

Agent00R - 2/3/2013 4:10:43 PM

0 Boost

I don't think this hurts the brand's cachet at all.

If the Audi A3 or BMW 1-Series/X1 didn't do damage, I wouldn't expect the CLA to do so.

If anything, watch folks who come in for a CLA go look at a more upmarket product.

My prediction: The CLA won't shoot the lights out in sales but will drive consumers to other Mercedes products...

Agent001 - 2/3/2013 4:13:41 PM

+2 Boost

I'm not saying the CAR is a mistake. It's great in my opinion.

I'm saying the lead message is what I'm wondering about...before they say anything about the car they say it's the most affordable Mercedes.

001

Agent00R - 2/3/2013 4:18:55 PM

-1 Boost

Considering it looks more expensive than a $29k car, I think it's actually a wise move.

It makes it clear to our Kardashian-loving culture that even "you too" can have a Mercedes-Benz.

CarCrazedinCali - 2/3/2013 4:38:21 PM

+5 Boost

I can't stand the C Class, it's all looks and nothing else... Cheap in many ways from the motor to the fake leather... I hate the fakeness it portrays, I mean, you can get a Hyundai or Honda for this price that is likely a better car... The CLA looks overdone and unimpressive imo. Sorry benz lovers

Terry989 - 2/3/2013 9:15:04 PM

+4 Boost

I'm not sure why you ding the C Class for MB Tex (fake leather). Check the correct box on options and you get full leather seats. This no different than BMWs “leatherette” that includes polyurethane coatings that feel like premium leather.

I had a 2006 Mercedes C Class and now a 2009 BMW 128i with M-sport. I can tell you that while I like the way the BMW drives (even that took a lot of work on my part to get it right), the fit and finish on the Mercedes C Class was superior in every way. Their ceramic clear coat really is amazing stuff.

CarCrazedinCali - 2/4/2013 4:09:38 PM

+1 Boost

fair enough Terry... I guess I was just pointing out the fact that many C Class buyers think they are getting leather IMO. I just am not impressed with the C Classes I have driven and it seems most behind the wheel of them think they are driving an S Class, so far from the reality... Im more of a BMW guy but my last drive in a diesel E Class was a game changer, I loved the feel... random

LACMAN - 2/3/2013 4:39:46 PM

+2 Boost

I think I'm with you, 001. Flashing the 29K price tag in the ads is plenty. They don't need to announce that it's the most affordable Benz ever. Using the word affordable doesn't hurt the brand but its unnecessary for a marque like Mercedes-Benz.

THESCOOTER - 2/3/2013 4:41:04 PM

+4 Boost

The teasers are awesome, the ad is really well done and the vehicle is unreal in terms of design & content. This vehicle will be a MASSIVE success. CLA will re-define 'true' entry luxury from here on out - competition will be clamoring to compete quickly. 1-series is a odd duck (styling-wise), ILX is too derivative, G25 is underwhelming, IS250 is +$6K, and so on - you heard it here. CLA will redefine the segment (for now)

HughJass - 2/3/2013 4:49:18 PM

+4 Boost

Popped over to Niagara for the weekend, Canadians are getting "First 3 payments free" on their C-classes during their upcoming autoshow. Maybe Mercedes doesn't care if people think the marquee has been lowered as long as people come in and buy anything with a Benz star on it?

HughJass - 2/3/2013 4:53:56 PM

+1 Boost

Oops, just read the paper again, its only on Certified Used cars, so they really want to make Benzes affordable. Hehe, I have trouble reading Canadian English.

Agent001 - 2/3/2013 7:00:25 PM

+1 Boost

That's because you're from Tonawanda ;)

001

nguyenvuminh - 2/3/2013 8:24:53 PM

0 Boost

If the aim is to draw the attention of a market segment that is new to MB (those that looked at cars around $30K and never considered a MB), then the ad serves its purpose. Would this message lead to those that buy more expensive MB to abandon MB? I doubt it because the people that buy the more expensive MB will continue to be sent message of "quality, high performance, leading technologies, 100+ yrs of German engineering, etc.". I don't see how this message of "affordability" negate the qualities/characteristics of the ads for higher priced models. But we armchair critics/experts will just have to wait to see the final sales tally over the next 3-5 years won't we?

MBguy - 2/3/2013 9:32:44 PM

+2 Boost

Something's wrong with claim in the ad.

It's NOT "the most affordable Mercedes EVER in the USA".

I owned a 2003 C230 Kompressor Coupe. Sticker was $27,342, with leather, automatic and destination. (I still have the window sticker - I'm looking at it).

And I agree with Terry989 about MB build quality vs. BMW... I went from a 2007 BMW 328i Coupe to a 2010 MB C300. Although the interior of the Benz was a bit plain, overall quality of the materials used was far better than on the BMW.

MBguy - 2/3/2013 9:37:05 PM

+2 Boost

And (by the way)... I know the C230 was not a success in the U.S. (and it's exterior styling was polarizing to many buyers).

But it was a great car for me. Drove it for 65,000 miles, with not a single problem. It was bank-vault solid and drove every bit like one would expect from a Benz.

cidflekken - 2/4/2013 1:33:39 AM

+2 Boost

$27k in 2003 is essentially the same as $34k today, per inflation adjustment.

That being said, I actually think it was an extremely smart move on the part of Mercedes. In today's economy the word "affordable" doesn't have a class distinction. It means something more to all income levels. Additionally, it catches the attention of anyone who never dared even consider a Mercedes as an option due to the notion of an unattainable price point. Not too many consumers would ever think that "affordable" and "Mercedes" were mutually inclusive.

With that strategy, I do think they'll drive new customers into showrooms. The good thing for Mercedes is that they bring that price tag with a very stylish package. The people in the room where I was watching the Super Bowl thought they were watching the CLS in the commercial. This is a GREAT thing for Mercedes, and for the image people want to have while driving one. No one would ever confuse an A3 for an A7. Or a 1 Series for a Gran Coupe.

cidflekken - 2/4/2013 11:30:49 AM

0 Boost

That's simply untrue, Cleveland. Shoppers of the Accord and shoppers of the CLA are two divergent demographics. Would you say that the 1 Series buyer is the same as the Accord (or Camry or Sonata) buyers. Absolutely not, but the price point for the 1 Series starts at $31k.

LexSucks - 2/4/2013 5:23:19 PM

-1 Boost

Hi Pondosinatra or Angryinch1(among others), or your new name ClevelandSteamer. What happened to your other accounts? Just curious.

skytop - 2/6/2013 9:10:39 AM

+1 Boost

Oh! So now you are complaining that an auto maker is providing a more affordable model.

Are you also implying that high line cars should be the exclusive venue of the rich? Why shouldn't the working man or woman have the opportunity to enjoy a fine car too.

cidflekken - 2/10/2013 12:09:07 AM

+1 Boost

Cleveland, I wouldn't call a 10-inch difference in length "the same size". ridiculous.