On the evening of November 5th, Beijing Shou Chuang Langyuan was no longer simply a cultural and creative park that blended industrial heritage with urban trends, but was instead meticulously transformed by Mercedes-Benz into an exclusive world for the all-electric CLA.
Wandering through the streets, every corner reveals ingenious design. Art installations complement the actual vehicles, while lighting outlines futuristic lines on stylish building facades. This launch event, conceived as a "garden party," breaks away from the traditional car release format, signifying Mercedes-Benz's exploration of new ways to express itself on the path of electrification.
You may have seen press conferences where skyscrapers rise from the desert, or even traveled to a press conference on a chartered media plane, but you've certainly never seen a conference where the price is announced beforehand. This time, Mercedes did just that, aiming to keep you focused on the price all night and prevent you from ignoring the product itself.
"Life needs relaxation, and even more so, it needs Mercedes-Benz." These words from Duan Jianjun, President and CEO of Beijing Mercedes-Benz Sales Service Co., Ltd., set the tone for the entire event.
He further elaborated on the specific meaning of this "relaxation": "The process of buying a car must be relaxed! Many consumers need to visit many stores to compare prices and negotiate." To this end, Mercedes-Benz made a bold promise - during the limited-time event, all dealers nationwide will implement a unified "nationwide unified launch exclusive price".
This is not only an adjustment to the pricing system, but also a revolution in the traditional car sales model. Duan Jianjun summarized it with a rather philosophical statement: "High-end products often only need to be launched in the most relaxed manner."
Behind this seemingly easy promise lies solid technological strength. The all-new all-electric CLA is hailed as a "high-energy, low-consumption anti-anxiety partner," a title backed by the synergistic efforts of five core technologies: high-nickel cathode, silicon oxide anode, two-speed transmission, heat pump system, and 800-volt electrical architecture.
Translating these technical terms into tangible value for users results in an ultra-long CLTC range of 866 kilometers and an ultra-low energy consumption of 10.9 kWh/100km. Mercedes-Benz has provided its answer to the most anxiety-inducing issue for electric vehicles: range.
Safety has always been Mercedes-Benz's bottom line that it will never compromise on.
The all-new all-electric CLA raises safety standards to a new level. All models come standard with 11 airbags, including a front center airbag unique in its class. The thermal stability of the power battery meets the new national standard requirements that will take effect in 2026 ahead of schedule, with a high-voltage power failure time of only 2 seconds, far exceeding the national standard requirement of 5 seconds. A single battery cell will not catch fire for 24 hours after thermal runaway, providing ample escape time for occupants.
Even the seemingly simple door handle cost a staggering 25 million yuan to research and develop, three times the industry average. This relentless pursuit of detail is the best testament to the "Mercedes-Benz standard."
If exceptional energy efficiency and safety are Mercedes-Benz's traditional strengths, then intelligent technology represents its future direction. The all-new all-electric CLA, as the first model based on Mercedes-Benz's new self-developed MB.OS operating system architecture, marks a new stage for Mercedes-Benz in the field of intelligent technology.
The intelligent cockpit and intelligent driver assistance functions of this car were developed primarily by the Chinese R&D team, making them more suitable for the usage habits of Chinese users. The "Mercedes-Benz Virtual Assistant" installed in the car integrates an advanced AI model, achieving natural interaction where "ask anytime, get an instant reply; ask multiple questions, and get a response to every question."
The intelligent driving system, developed in collaboration with local technology company Momenta, adheres to the safety philosophy of "not grabbing the steering wheel, not shifting blame at the last minute, and not using customers as guinea pigs," finding a proper balance between being aggressive and conservative.
It's important to note that this isn't a standardized, "take-it-as-it-is" solution, but rather a customized approach that Mercedes-Benz tailors to the specific characteristics of each city. For example, in Suzhou, the green light for bus lanes at some intersections is 5 seconds earlier than that for regular traffic lanes, which differs from other cities. This necessitates Mercedes-Benz's differentiated adjustments.
With the all-new all-electric CLA, Mercedes-Benz's innovation extends beyond the product itself, manifesting in its approach to communicating with users. From inviting Wang Chuqin, a leading figure in the new generation of Chinese table tennis, to serve as its "Brand Ambassador," to collaborating with McDonald's and League of Legends; from continuous online interaction on its official accounts to transforming the launch event into a carnival open to the public, Mercedes-Benz is integrating into consumers' lives with a more open and youthful attitude. At the "carnival," the co-branded art car created by Mercedes-Benz and League of Legends attracted many young visitors; the four product experience zones, through dimensions such as design, intelligence, safety, and energy efficiency, allowed visitors to understand the core value of the products through interactive experiences.
“Next year, Mercedes-Benz will celebrate its 140th anniversary,” said Duan Jianjun. “In the coming years, we will launch the most powerful product and technology offensive in our history.” He added, “This is not only to repay customers for their trust in the Mercedes-Benz brand, but also to continue to pay tribute to the next 140 years with Mercedes-Benz standards.” The mission of the all-new all-electric CLA is not only a key step in Mercedes-Benz’s electrification transformation, but also a declaration of the brand’s commitment to innovation in the new era.
Langyuan Park remains lively under the night sky. This CLA-themed area, open until November 9th, offers parents the opportunity to play with their children in the experience zone, while young people take photos in front of the art installations.
These images may be exactly what Mercedes-Benz hopes for—to transform cars from mere means of transportation into emotional bonds connecting people and their lives. Mercedes-Benz is attempting to paint a new picture of luxury cars in the electric and intelligent era.
Oh right, I almost forgot to mention the price. The all-new all-electric CLA is priced between 249,000 and 299,900 RMB.
