Advertising Feature: Mercedes Concept A-Class comes to Edinburgh

THE Mercedes-Benz Concept A-CLASS has been on view for the first time in the UK as part of an exciting and interactive tour that has captured the imagination and interest of everyone who has seen it. The car visited Mercedes-Benz of Edinburgh at Edinburgh’s Luxury Car Village on Tuesday and Wednesday of this week.

“We are delighted to have had the Concept A-CLASS here and let both our customers and our staff have a glimpse of what the future holds,” said Graham Affleck, market area director of Mercedes-Benz of Edinburgh. “The new A-CLASS is a key model in the rapidly changing Mercedes-Benz range and one we look forward to with great anticipation. Mercedes-Benz are introducing a number of stunning new models in the next couple of years – it’s an exciting time.”

During the tour, the Concept A-CLASS is being shown in an engaging display that creates drama and excitement among weekend visitors to shopping centres in four major cities across the UK.

To generate interest en-route to each location, the car is transported in full view in a transparent container on the back of The Clear Idea, a special Mercedes-Benz Atego display truck.

At each location, the car was initially tantalisingly hidden from view in a mirrored box, which was surrounded by a forest of interactive LED lights that reacted to sound. They changed colours and patterns in response to the voices or movements of passers-by. At regular intervals, a deep note sounded and the lights pulsated around the box, accompanied by attention-grabbing music that built up to a full exposure of the car.

The Concept A-CLASS National Tour has already visited the Bullring Shopping Centre in Birmingham, Westfield London, Arndale Shopping Centre, Manchester, and will be at Braehead Shopping Centre, Glasgow this Friday and Saturday.

For further updates throughout the tour, search twitter for #ConceptACLASS or visit www.ConceptACLASS.co.uk.

“Both visually and technologically, Concept A-CLASS provides an exciting insight into the potential future of the Mercedes-Benz compact car range and a tantalising glimpse of some of the features that we’re confident would influence future customers in this highly-competitive sector,” said Gary Savage, managing director, Mercedes-Benz Cars.

“The Concept A-CLASS National Tour creates a unique experience for engaging with our potential customers ahead of some significant model launches next year, and it showcases the future direction of Mercedes-Benz in a truly eye-catching and enthralling way.”

With the Concept A-CLASS, Mercedes-Benz is presenting a car that might have come from another planet: its expressive design symbolises concentrated dynamism. The technical highlights include a new, turbocharged four-cylinder petrol engine, a dual clutch transmission and a radar-based collision warning system with adaptive Brake Assist.

With a long bonnet, a low silhouette and slim window areas, the proportions of the Concept A-CLASS suggest concentrated dynamism. The car’s sporty appearance is given particular depth by the interplay between lines and surfaces. The wind and the waves, as well as aviation engineering, were the sources of inspiration for its designers.

It is not only visually, but also technologically that the Concept A-Class is ushering in a new compact class era at Mercedes-Benz. This front-wheel drive model is powered by a four-cylinder petrol engine from the new M270 series. It was designed for transverse installation, and thanks to direct injection and turbocharging it offers high performance potential together with minimal emissions and enhanced fuel consumption. The Concept A-Class is equipped with the two-litre variant of the new engine, developing 210 hp. This BlueEFFICIENCY unit is combined with the new Mercedes-Benz dual clutch transmission.

As a world first in the compact class, the concept car features a radar-based collision warning system with adaptive Brake Assist, which lowers the risk of rear-end collisions. This assistance system, Collision Prevention Assist, gives a visual and acoustic warning to a possibly inattentive driver, and prepares Brake Assist for an absolutely precise braking response. This is initiated as soon as the driver emphatically operates the brake pedal.

The exterior design of the Concept A-Class features the combination of defined edges and free interplay with the body surfaces that Mercedes-Benz first showed in the F 800 Style. The side view is structured by three prominent lines: the front structural edge above the front wing forms a dropping line, while the prominent shoulder muscle above the rear axle underlines the car’s coupé-like character. A further line extends upwards from the rear wheel arch in a sweeping curve.

The front end of the Concept A-Class is a real eye-catcher. The brand logo appears to be surrounded by a starry sky. Where there are usually apertures or louvres, the radiator grille consists of numerous metallic silver “dots” on black stems. This theme is reflected in the design of the wheels. A very special effect is created by the lights of the Concept A-Class, as the innovative full-LED high-performance headlamps repeat the starry sky motif with numerous lighting points. The daytime running lamps consist of 90 optical fibres with aluminium sleeves and they are arranged in a wing-shape within the headlamp.

In the interior of the Concept A-Class the eye is immediately drawn to the dashboard, which has the shape of an aircraft wing and a translucent, stretchable textile lining. This enables the bionic, cellular structure of the component to remain visible.

The shape of the air vents in the dashboard is reminiscent of a jet aircraft engine. The prominent displays in the instrument cluster are in red. Their appearance is inspired by the afterburner of a jet engine. The central control unit is designed as a modern flight panel, with the shift lever taking the form of a “reverse thrust control”.

A smartphone is fully integrated into the operating concept of the Concept A-Class. All applications, services and features of a digital lifestyle can therefore be operated via COMAND Online. The visual presentation of the display screen elements is revolutionary. Dynamically varied glass elements are illuminated by magenta-coloured light to form three-dimensionally arranged navigation levels.

For more details and to register your interest in the all–new A–Class, which is due to be launched in 2013, contact Mercedes–Benz of Edinburgh. You can find them in Edinburgh’s Luxury Car Village at 12 Edinburgh Road, Newbridge, EH28 8QW or call 0131–466 8000. You can also visit their website at www.mercedes-benzofedinburgh.co.uk