Mercedes Stumbles On To Cool - Average Age Of CLA Buyer Is Over A Decade Younger Than The Norm

The all-new 2014 Mercedes-Benz CLA-Class is the third vehicle in the compact car family and is appealing to a new generation of buyers. What is a so appealing about the new four-door coupe?

A new generation of buyers has found out about the all-new 2014 Mercedes-Benz CLA-Class and they like what they see. In April 2013, Mercedes-Benz introduced the new CLA compact luxury car with its four-door coupe styling, and buyers took notice. But these buyers are not the seasoned group the German automaker has typically attracted in the past. A new younger buyer that is over a decade younger, and many much younger than the median age of 57 for the brand, are buying the new CLA. How was Mercedes able to change gears so quickly?



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Car4Life - 12/30/2013 1:09:06 PM

+4 Boost

The CLA is kind of like this generation's 190E

Agent009 - 12/30/2013 1:28:17 PM

+1 Boost

I tend to agree. The formula for attracting younger buyers seems to be based more on Voodoo magic than marketing science.

Sciros - 12/30/2013 2:56:01 PM

+5 Boost

It's based on voodoo magic PRICE. The car is far more affordable than other Mercedes. There is a very strong correlation between age and expendable income, and a luxury car purchase requires some amount of the latter. The less it requires, the lower the average age of the buyer can be.

Granted if the car looked like an "old people" car it still wouldn't sell very well in younger demographics, but I don't think Mercedes has had THAT particular problem for a long time.

MattDarringer - 12/30/2013 2:56:07 PM

+2 Boost

And I predict the median age of the C Class buyer will get older. It's styled like the S Class that pretty much only older people can afford, so it follows that older people who cannot afford a sedan north of $100K can have a taste of it in the C Class. I would not be the least surprised if the C Class sales actually decline as the CLA cannibalizes it.

GermanNut - 12/30/2013 3:09:48 PM

-4 Boost

The Audi A3 sedan will take the air out of the CLA's party. The CLA, as Sciors pointed out, is the cheapest Mercedes-Benz available in the U.S. Audi will be offering its own most affordable U.S. model with the A3 sedan. The difference is the A3 sedan comes standard with a lot more stuff than the CLA. To get the CLA to have the same options as the A3 sedan, buyers would need to spend an additional $5-7K.

As Sciros mentioned, extra disposable income is a rare thing among buyers in the late-20s to early 30s demographic. That $5-7K will be the deciding factor along with the fact that the A3 sedan has a significantly higher quality interior than the CLA and better driving dynamics.

leej - 12/30/2013 4:50:04 PM

+4 Boost

Let's not forget how cool the CLA looks...so where Audi may attract based on lower cost, the A3 just does not look cool or 'new', which also appeals more to the younger demographic.

CarCrazedinCali - 12/30/2013 10:05:44 PM

-3 Boost

I would rather the new A3 sedan over the CLA, the CLA is overdone and cheap feeling with a pointless backseat.... a decent CLA will cost $40k anyhow, so much for $29,000... badge whore car beyond belief

Runamukk - 12/31/2013 12:53:25 AM

0 Boost

I'm a 6ft 2 inch tall Mercedes salesman and I sit in the backseat at least 3 times a day on test drives. Anyone that says the backseat is pointless has clearly never been in one as it is more than enough given the type of car this is even for someone my height. Also a nicely equipped sport package and lighting package CLA250 would cost $34k and some change and looks absolutely stunning in real life. There's a reason there is a 3-4 month wait on this car.

CarCrazedinCali - 1/4/2014 1:12:32 PM

+2 Boost

runamukk, riiiight, sat in it and and I am not wrong and built one and I am not wrong but you will still sell a bunch of badgewhores these so dont worry, i wont buy one

leej - 12/31/2013 10:09:23 AM

+2 Boost

Why does 'cool' have to equate to 'young'? I have been recognizing and saying 'cool' for nearly 50 years now...so since I am nearly 60, and if I bought a CLA, it would no longer be cool?