The launch plan features heavily on Facebook and smart phone App technology to allow prospective customers feel at home as they scroll through all the relevant information and select the model that suits them best.
And when they arrive at a dealership, they enter a communications corner, complete with iPad, giving information on car colours, and interior trends. Ciaran Allen of Mercedes-Benz points out "It should feel it's part of their modern world and not a strange place. It won't be like when their parents went to buy a car."
The new A-Class, which arrives this month, is very different to its predecessor which had a few problems. It now sits closer to the ground, and has a distinctly sporty, youthful appearance. Built on the B-Class platform, it comes with lots of high-tech functionality like iPhone Siri voice-activated units, and iPad music and Apps can be played through the car's infotainment system.
Models include an A180 petrol version priced at €26,435 and an A180 CDI diesel version at €28,550. The diesel is expected to take the spotlight in Ireland thanks in part to its greener C02 emissions of just 98g/km placing it in Band A for annual road tax.
Both models will come in a choice of three specifications and equipment lines - Style Pack, Urban Pack and Sports Pack. Entry models sold here will all be equipped with the Style Pack option which includes items, if purchased separately, would have a value of around €1,600.For €700 extra you can move up to the Urban Pack which adds twin chrome exhaust tailpipes, 17-inch alloys, Avantgarde design interior, sports steering wheel, and two-tone interior. It also has a more Avantgarde front grille.
The AMG Sport adds full AMG body style kit, chrome exhaust but with a different diffuser on the rear end, as well as 18-inch, 14-spoke alloy wheels, a carbon fibre dashboard, black and red stitching and suede and leather combination. This AMG Sport has a far more aggressive frown at the front end with big air ducts. The AMG is always designed as a frown, like it is growling at you, but the standard car front always resembles a smile.
The full Sport 250bhp petrol will be offered in 220 diesel version with red brake calipers, black wheels and again, the AMG interior.
This is a front wheel drive car. All engines offer an idle-stop system as standard, linked to a six-speed manual or seven-speed dual-clutch automatic transmission (DSG).
A short test drive on launch day in the A180 CDi AMG Sport version (€28,550 ex works) in a Jupiter Red exterior colour with Black interior showed just how different this new car is to the old A-Class model. It had €3,684 worth of extras over the standard list of equipment which includes Collision Prevention Assist, Attention Assist, Air conditioning, CD Player, Audio Streaming/Bluetooth, sports seats, alloy wheels and 6-speed manual transmission.
The new A-Class made its debut at the Geneva Motor Show earlier this year.
