Local nightspot serves to highlight a new take on the premium compact car.
On November 14, Mercedes-Benz Canada hosted a very special event at the REBEL nightclub, down on Polson Pier, in Toronto.
With more than 2,000 guests gathered for the occasion, the social setting also served as a reveal for the brand new 2019 A-Class, around the theme of “Hey Mercedes, Where’s the Party?”
During the course of the evening, a special 5-metre tall screen in the centre of the club displayed four distinct visual moods—Up & At It, City Hustle, Escape the City, and Night Drive—each of which delivered a fully immersive sensory experience complete with sights, sounds, and a menu that was carefully crafted to match the ambiance.
Halfway through the evening, the screen disappeared in a dramatic Kabuki drop, revealing the new Mercedes-Benz A-Class sedan in white and the hatchback, in black.
Speaking with Mercedes-Benz Canada President & CEO Brian D. Fulton, Canadian Auto Journal learned that the evening event was designed to showcase the vehicle’s Mercedes Benz User Experience (MBUX) connectivity system, which is completely customizable for the user and also features the ability to learn using advanced algorithms.
Fulton said that whereas in the past, Mercedes-Benz has tended to introduce the latest technology on its flagship S-Class, this time around the strategy is different.
“I think the fact that we’re launching MBUX with the A-Class speaks to the expectations we have for this vehicle,” said Fulton. “For us it is very important to put this level of connectivity into an entry-level vehicle that attracts a younger demographic, providing them with the technology and features they expect when it comes to making a purchase.”
Unlike the U.S. market, the new A-Class will be offered in both sedan and hatchback form in Canada, with the hatchback scheduled to go on sale by the end of the year, with the first deliveries of the sedan commencing in early 2019.