Monday, 19 November 2018


In marketing 101, students often learn to "start" their youth. "It's a golden step to securing brand loyalty for a lifetime and a successful marketing campaign." Mercedes-Benz is not known for cheap cars, so it has difficulty reaching younger buyers. Its cars are priced for people who tend to hang in the same age range, like those that are ready to pay their 401K.

The company realized that you can talk to the young - not just the young spirit - with the original Benz child in the 1980s, from 190. It was the precursor of the modern C-Class. Even though the C-Class has matured, Mercedes has tried again reach younger drivers from CLA in 2013. Although it was a nicely packed vehicle, it had many fundamental disadvantages.

To try again, the company decided to import
one of the cheapest models to the United States, a brand new 2019 sedan. We tried it while visiting the city signed by Pacific Northwest: Seattle. Before the model year 2019, class A was available only in Europe and Asia, where it was sold by millions in three generations and for 20 years. This is because the directors of Mercedes-Benz did not consider such a model to be compatible with the company's image here in America.

But times have changed and the new Class A sedan arrives at dealers in early 2019, not just to prove that sedans are not dead yet, but also to take the Audi A3, swaying new buyers away from competitors. Prices are not yet available, but Mercedes-Benz officials have said they expect a base price of around $ 30,000.


For decades, Mercedes has maintained the tradition of revealing the latest innovations on flagship models, such as the more expensive class S and class E sedans. But with the desire to present their technological achievements in a brighter spotlight, the company now introduces them in cheaper models. By providing the latest technology, the automaker believes that it will have a more lasting impression on younger buyers. That's why he decided to inaugurate his latest audio-information system and digital personal assistant in class A.

Called Mercedes-Benz User Xperience (MBUX), the Infotainment system adopts a high resolution dual-screen configuration that replaces the cluster of indicators and the center console display. It is similar to the layout found in the more expensive class A siblings. MBUX is a standard in the entire A class, along with Android Auto and Apple CarPlay connectivity. The basic system is equipped with smaller screens with a diagonal of seven inches, and in addition for a more advanced system adds a much larger 10-inch displays shown in our test car.

Thanks to the availability of the latest technology, Mercedes believes that thanks to younger buyers will make a lasting impression.

A new user interface appears with the new system. There is a voice command in the style of Alex or Siri with the recognition of natural speech, activated by the announcement "Hey Mercedes" and a new central controller on the touchpad, which replaces the traditional dial. For the first time in the Mercedes-Benz MBUX, it combines both an external controller and a touch screen for easy navigation.

Software engineers have simplified all menu options and options in the graphical user interface, organizing them in a navigational way, which is quite logical, especially for a vehicle with so many functions.

Testing the function of "Hey Mercedes" and its natural speech recognition, the system eliminates the need to talk like a robot in order to work. The system is rather programmed to recognize more conversational queries. For example, instead of saying, "Hey Mercedes, raise the temperature on the driver's side to 71 degrees", passengers can simply express what they feel and the car will be obedient. For example, "Hey Mercedes, I'm cold."

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