ROANOKE TIMES
Copyright (c) 1997, Roanoke Times
DATE: Wednesday, March 5, 1997 TAG: 9703050089
SECTION: BUSINESS PAGE: B-5 EDITION: METRO
DATELINE: GENEVA
SOURCE: Associated Press
Already a premier source of luxury wheels for the rich and sophisticated, Mercedes-Benz is reaching out to regular folks.
The German automaker introduced a radically new small car - resembling a subcompact minivan - aimed at young families, singles and women.
Beyond the three-pointed star on the hood, the new A-class bears little resemblance to other Mercedes models - in looks and in price.
The car will be priced around $17,600 in Germany, much lower than other Mercedes models, company officials said.
The five-door car, to be delivered starting in October, was shown Monday night to automotive reporters as a prelude to the annual Geneva auto show, which opens Thursday. Mercedes will start accepting orders in Europe on May 5, a spokesman said.
The car seats five, but the back seats and the front passenger seat can be removed for more load space.
Juergen Hubbert, who heads the company's passenger car division, said Mercedes needed to broaden its range to counter a growing number of new luxury car makers in the United States, Europe and Japan.
``Competition is getting fiercer and fiercer,'' Hubbert said.
Dieter Zetsche, head of sales and marketing, said the company is trying to reach its new, younger market by using pop music promotions and the Internet in addition to traditional advertising.
The A-class continues a recent move by Mercedes to lighten up its conservative, reliable image. Last month, the company kicked off its most extensive new-model launch in the United States with a lively ad campaign that included crooning coyotes, a rubber ducky and a Greek god racing a cannonball.
LENGTH: Short : 41 linesby CNB