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Mercedes widens luxury sales gap on strong early CLA demand

Mercedes-Benz CLA sales have been booming, with the Stuttgart-based manufacturer moving 2,300 of the sleek four-doors in its first week on sale. That is astonishing. Mercedes moved nearly twice as many CLAs (which start at $29,900) in one week than Jaguar, a brand that is on a very solid roll, sold in all of September. Ignoring the price differences between the Jag line and the CLA, that is still wildly impressive.
Mercedes has been pushing the CLA in television ads, using a shortened version of its Super Bowl spot, which starred William Dafoe, Usher and Kate Upton. "As the bargain entrance into the Mercedes portfolio, we weren't sure how luxury buyers would react," Kelly Blue Book auto analyst Alec Gutierrez told Bloomberg.
The CLA push was just part of MB's 6.7-percent increase in September sales, which were also helped along by a 17-percent jump in E-Class sales. That surge has allowed Mercedes to widen its 2013 sales lead over its rival, BMW, to 2,491 cars, according to Bloomberg. If CLA sales continue at this rate, we can only expect that margin to grow.

The most or nothing: Mercedes-Maybach S650 Cabriolet pushes the luxury limits

After the introduction of the Mercedes-AMG GT Roadster at the Paris Motor Show this fall, we informed you that Mercedes-Benz has a convertible conundrum, a surplus of drop-tops that seemingly threatens to self-cannibalize within the brand's ever-proliferating lineup. Benz's head of design, Gorden Wagener, who spends much of his time in Southern California, argues it's not a problem: Each convertible, in its ideal construction, would intrinsically vanquish any issues. "The bad is the enemy of the good," he said, not exactly quoting Nietzsche. Now, the three-pointed star brand has upped the top-down ante, with the unveiling this week at the Los Angeles auto show of the Mercedes-Maybach S650 Cabriolet, a vehicle so opulent, it sits in price and position atop the uber-luxury brand's current top-of-the-line offering, the $247,900 Mercedes-AMG S65 Cabriolet. View 24 Photos "Mercedes-AMG is our performance brand so it's all about performance stuff," says Wagener in a one-on-one interview on the roof of a Beverly Hills mansion just before the new car is unveiled. "Of course, Maybach has power, too, but it's the ultimate in luxury. So it's more on that side. And for me in the interior, it's the haute couture of the automobile, so we tried to up that a little more with details. And on the exterior, it's a more superb appearance up front, more chrome, more rich, and of course we tried to up that branding even more. The S-Class is the best car in the world, we consider, I always thought we could raise the Mercedes brand. And it's the same with the S convertible." Why does Mercedes-Benz need a flagship atop its flagship? Because, when climbing the mountain of automotive luxury there is always the customer who, when he or she reaches the pinnacle, wants more. A car brand, especially one with deep pockets and luxurious heritage like Mercedes, can always further gild the automotive lilies, creating a step up for those for whom the brand's motto, The Best or Nothing, is a literal life credo. "It's always our job to make it better," Wagener says. "Each little detail, the wood, the wood under cover of the cabriolet, the leathers. All the super luxury details that make a luxury car into a super luxury car. The key is to make a modern luxury design and not a traditional luxury design. There is definitely a market for traditional luxury, but we always wanted to have Mercedes, Maybach in particular, as a modern luxury car.

If you're a Daimler exec, you'll soon have to drive an EV

Luckily, for Daimler's "senior level" managers, the company has a lot of plug-in vehicle options. Lucky because "in the future," these managers will have to drive the company's electrified vehicles. This most likely means a plug-in hybrid – something like the C 350 e or the GLE 500 e 4MATIC – but it could also be the all-electric and peppy Smart ED or the B-Class EV. Board member Ola Kallenius said in a statement (available below) that this new policy, "We are continuing on the path of zero-emission driving with consistency. This is why we are making electric mobility an integral part of the everyday lives of our top management to set an example and to provide a clear role model." It's a big change from five years ago, when Daimler's director of fuel cell and battery drive development, Christian Mohrdieck, was willing to talk up the drawbacks EVs face. Even a year ago, Daimler CEO Dieter Zetsche explained the financial hardships involved in making EVs. But, EV technology continues to change, and so, perhaps, do the attitudes inside Daimler. As EV advocate Chelsea Sexton said on Facebook regarding this new policy, "This should be standard procedure in any automaker seeking a leadership role in the plug-in vehicle movement. Commitment starts at the top." Related Video: Electric Mobility: Daimler Management leads by example Daimler is once again setting a new milestone on the road to zero-emission driving: In the future managers will drive electrified company cars. Furthermore, Daimler is this year set to invest a further 30 million euros into extending the company's own charging infrastructure across many of its sites. This will also benefit employees, who have access to a growing range of vehicles with alternative drive systems. Stuttgart. It represents a further commitment from Daimler to an electric future for mobility: "We are continuing on the path of zero-emission driving with consistency", states Ola Kallenius, member of the Board of Management of Daimler AG responsible for Mercedes-Benz Cars Sales and Marketing, about the importance of the current initiative. "This is why we are making electric mobility an integral part of the everyday lives of our top management to set an example and to provide a clear role model." The agreement applies to the company's senior levels of management and focuses on plug-in hybrids.