Mercedes-Benz A-Class goes for curves

The all-new Mercedes-Benz A-Class baby, revealed this week at the Geneva motor show, is a massive departure from earlier cars to wear the badge and will set a new price level for Mercedes-Benz in Australia.

The car is more rounded, more elegant and answers complaints - led by Benz's chief designer Gordon Wagener - that the previous models had no chance of winning new buyers to the brand. "These were old man's cars. They damaged the reputation of our brand," Wagener told Carsguide last year.

Now his work is on show as Mercedes-Benz continues a small-car rollout that will eventually grow to at least five body styles, including a compact SUV.

The new A takes on a role as a youthful conquest car, something reflected in both its smooth new shape and an arsenal of connectivity in the cabin, leaving the B-Class to continue with families and older buyers. It is expected to be priced several thousand dollars below the B, which currently opens for Benz in Australia at $37,875.

A showroom sticker around $35,000 makes sense as Benz admits it is now actively aiming to win people who might consider a Volkswagen Golf, not its traditional BMW opposition. "We're looking at people in their twenties and thirties. And up," says David McCarthy, spokesman for Mercedes-Benz Australia.

"That market is where we are aiming. The technology in the car, the appearance and finish, the pricing, is going to appeal to a buyer that has never previously considered a Mercedes-Benz."

He says more than half of Golf buyers in Australia spend more than $35,000 on their car, pointing to a major opportunity for his brand. "That's where we are going."

But McCarthy refuses to go public on the price target, as the A-Class will not land in Australia for another year. "We're not going to disclose the price. We are only about to begin sales of the new B-Class and the A-Class won't follow until the first quarter of 2013.

"Unfortunately, for us there is always a delay for right-hand drive cars."