ATLANTA — The about-to-launch Mercedes-Benz A-class sedan is about to get an A-class introduction to America.
Mercedes' newest model and hopeful millennial magnet will be the star of the automaker's Super Bowl commercial.
The game is set for Feb. 3 at — appropriately enough — Mercedes-Benz Stadium in Atlanta, also the home of the German automaker's U.S. headquarters.
The A class will have to share the 60-second spotlight. Atlanta-based rapper and Grammy Award winner Ludacris will make a guest appearance in the commercial. "Luda," as he's called, is a Mercedes-Benz brand ambassador.
The Super Bowl and Ludacris tie-up makes sense for the A class, which starts at $33,495, including shipping, and goes on sale at U.S. dealers next month.
The tech-loaded subcompact is Mercedes-Benz's new "gateway" vehicle — designed to draw the next generation of customers to the luxury brand.
Mercedes has primed the A class to lure millennials, consumers roughly ages 22 to 37. The demographic accounted for all new-vehicle sales growth in the North American auto industry during the first quarter of 2018, according to consumer credit reporting agency Experian.