Merc A 150 is entry-level car in premium segment<\/p>\n
Primastuti Handayani, The Jakarta Post, Jakarta<\/p>\n
In a bid to tap the lucrative automotive market that exists below
\nthe price level of Rp 300 million (US$31,680), luxury carmaker PT
\nDaimlerChrsyler Indonesia has launched the new Mercedes-Benz A-
\nClass range.<\/p>\n
\"The launch of the new A 150 is because DaimlerChrysler wants
\nto enter a market segment that has most customer potential,\" the
\ncompany's deputy director for marketing planning and
\ncommunications, Yuniadi H. Hartono, said during the launch last
\nweek at Grand Hyatt hotel, Central Jakarta.<\/p>\n
He added that the new A-Class would face a tough challenge
\nfrom both direct and indirect competitors in that particular
\nprice segment.<\/p>\n
Although he declined to mention its competitors by name, the
\nnew A-Class would face a tough challenge in the premium compact
\ncar market segment from BMW, which launched its 120i, and Audi
\nwith its A3 Sportback. Both the BMW and Audi cars, which are
\nhatchbacks, are offered at over Rp 400 million on the road.<\/p>\n
Meanwhile, the A 150 has a price tag of \"only\" Rp 260 million
\noff the road (about Rp 280 million on the road).<\/p>\n
\"With the vehicle priced very competitively, we are optimistic
\nthat we can sell around 300 new A-class cars by the end of the
\nyear,\" Yuniadi said.<\/p>\n
Following its launch in Indonesia in 2000, the company had
\nsold about 1,700 vehicles by the end of 2004. Worldwide,
\nMercedes-Benz has sold about 1.1 million A-Class cars.<\/p>\n
DaimlerChrysler, which has Mercedes-Benz as its flagship
\nmarque, said in its website that roughly 113,400 customers
\nglobally had purchased the new A-Class since it was launched in
\nSeptember 2004.<\/p>\n
The company said earlier that women buyers accounted for
\naround 40 percent of total A-Class sales.<\/p>\n
With seven variants available from its Rastatt plant, only the
\nA 150 five-door version will enter the domestic market.<\/p>\n
The new A-Class retains the basic shape of its predecessor,
\nalthough the new one is longer and more spacious, making it serve
\nas a family car, although it is marketed as a compact car.<\/p>\n
The lines of the bodyshell plus its three-layer grille aim to
\nhighlight the dynamic and appealing aspects of its character.<\/p>\n
The car still employs singular sandwich construction for its
\nfloor, which allows the fuel tank and spare wheel to sit under
\nthe passenger floor, and also enables it to swallow the engine in
\na frontal impact.<\/p>\n
In the exterior, the A 150 has \"teardrop\" headlights with LED
\ndirection indicators, which have become a recognizable part of
\nthe Mercedes-Benz \"design family\".<\/p>\n
With only manual transmission available -- although customers
\ncan also order an automatic version -- the car also has a
\nmultifunction steering wheel just like other, larger Mercedes-
\nBenz models.<\/p>\n
Carrying a 1.5-liter four-cylinder engine under the bonnet,
\nthe car can produce a maximum output of 95 horsepower at 5,200
\nrevs per minute (rpm) and maximum torque of 140 Newton-meters at
\n3,500 rpm to 4,000 rpm.<\/p>\n
\"The new A-Class will serve as an entry-level vehicle for
\nthose who wish to own a premium car with an emphasis on style and
\nlooks,\" Yuniadi said.<\/p>",
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