The Millennial Mercedes C-Class is not a car that lives in the memory. It’s far too inconsequential for that.
Like all inversions, the decline of Mercedes-Benz didn’t occur overnight. Its slide was glacial at first, before gradually and inexorably picking up speed as gravity took hold. Gravity isn’t an adjective which immediately lends itself to the model line we are retrospectively appraising today – a car which can perhaps most charitably be described as inconsequential.
Some crashes have potentially disastrous consequences, and not just for flesh, blood, glass and metal.
The first-generation Mercedes-Benz (W168) A-Class was one of the most radical, bold and innovative designs in the company’s history. It was not only the company’s first transverse-engined FWD production car, but featured an innovative sandwich double-floor structure and an unusually tall but short body that was designed to provide greater than C-Segment passenger accommodation within a footprint no larger than that of a B-Segment supermini. The engine and transmission were engineered in such a way that, in the event of a heavy frontal impact, they would Continue reading “Roll of Shame”
With total sales of over a million, the W168 Mercedes A-Class is possibly the best selling commercial flop ever. We chart its fall.
The 2012 announcement of Mercedes’ current-generation A-Class and its re-alignment in ethos and market position was viewed by most observers as an expedient business decision based upon 15 torrid years in the compact car game. While Daimler’s creative U-turn elicited little by way of overt criticism, it could equally be regarded as a clear symbol that the Baden-Württemburg car giant conclusively lost the argument.
The W168 A-Class is a fascinating study as much for what it was as what it came to represent, charting the loss of influence wielded by Mercedes’ once inviolate engineering function. Ultimately however, it illustrates the limits to which an upmarket brand can realistically Continue reading “Fallen Star”