TARRAGONA, Spain – Mercedes-Benz will target its new B-class entry-premium model at young families.
B-class marketing activities will be aimed at consumers who are considering buying medium minivans such as the Opel Zafira and Ford C-Max, but want a more upscale vehicle.
“We expect more than half of the B-class customers to come from other brands,” said Marion Friese, Mercedes’ head of product management for the A- and B-class models, at a press launch here.
Sales of the B class start in June. It is based on an extended platform of the second-generation A class, which was launched late last year.
The A class is often bought as a second car, but Mercedes hopes that families looking for the space of a medium minivan will make the B class their primary vehicle.
To woo young families Mercedes will set up a download center on its website that offers movies, music and audio books for both children and adults.
Starting this month, the B class will be shown in major European cities such as Berlin.
Most of the events will take place in shopping malls, where Mercedes hopes to attract the attention of young families.
The B class will cost E21,808 in Germany, about E2,500 more than a similarly equipped A class.