Mercedes' range of lifestyle estates, which is soon to be joined by the new CLA Shooting Brake, is drawing in younger buyers for the brand
Jim Holder
21 January 2015

The growing range of Mercedes-Benz Shooting Brake models is drawing in more new, younger customers to the brand than expected, according to the firm's head of design Gorden Wagener.

Speaking at the launch of the Mercedes CLA Shooting Brake in Detroit, Wagoner said: “These are designer’s cars - so much more expressive than an estate but with the same levels of practicality.

“What we’re seeing is that they are drawing people in to the showrooms. The emotional appeal is high - and by getting buyers through the doors we are able to sell them cars from across our range.

“For our Shooting Brake, in some regions up to 80 per cent of buyers own other brands at the moment, and the age of buyers is almost 20 years below the average. The cars are playing a key role in moving us from a traditional luxury brand to a modern one.”

Get the latest car news, reviews and galleries from Autocar direct to your inbox every week. Enter your email address below:

Our Verdict

The CLS sold on its exclusivity. Can the Mercedes CLA pull the same trick?

Join the debate


21 January 2015
Fair enough. Though in my mind a Mercedes is a big well-built wafty saloon (as they were in the 80s).

21 January 2015
Saw one on the road in Battersea a fortnight ago. Well ahead of the UK release so assume it was a journo testing? Have to say it looked gorgeous - a million miles better than the blingtastic Mercs in the current line up.

21 January 2015
head of design wrote:

"...and the age of buyers is almost 20 years below the average."

Be careful what you wish for. This buyer would have been 20 years below average when I bought my Merc and as I found to my cost, depreciation and day-to-day running costs put me off Merc for life. If you take them like-4-like, I ran two BMW's - a 318 + a 325 and both cars COMBINED cost me less than that one C-Class over a 3 year period. Never again.

22 January 2015
Why Brake and not Break?

Meanwhile I imagine this wont get posted either - something weird happening on this web site

what's life without imagination

Add your comment

Log in or register to post comments

Find an Autocar car review

Driven this week

  • Kia Stonic
    First Drive
    18 October 2017
    Handsome entrant into the bulging small crossover market has a strong engine and agile handling, but isn’t as comfortable or complete as rivals
  • Hyundai Kona
    First Drive
    18 October 2017
    Hyundai's funky-looking Kona crossover with a peppy three-cylinder engine makes all the right noises for the car to be a success in a crowded segment
  • Citroën C3 Aircross
    First Drive
    17 October 2017
    The Citroen C3 Aircross has got funky looks and a charming interior, but it's another small SUV, and another dynamic miss. Numb steering is just one thing keeping it from class best
  • Skoda-Karoq 2.0 TDI 4x4
    First Drive
    16 October 2017
    Diesel version of Skoda’s junior SUV is unobtrusive and undemanding, but we’d still go for the silkier petrol version of the Karoq
  • Audi Q7 e-tron
    First Drive
    16 October 2017
    Expensive and flawed but this understated diesel-electric Audi Q7 has a lot to offer