Mercedes' latest ads, for which it has enlisted rapper A$AP Rocky as the star, want to show the brand's appeal to younger consumers and how it will accompany them throughout life.
"Grow up" is what the German car brand has called its new campaign. starts off by saying "As you get older, life becomes all about following a few simple rules," before it lists some of those rules:
In South Africa it's been adapted to "grow up your own way" says Selvin Govender, and they've chosen to use Nasty C as the local talent. This excites me because Merc has always been seen as the "old money car" and making it more relevant to the up and coming, and the "mama i made it" generation has put a fresh spin on the brand.
I flew off to Cape Town for the launch of the new GLA and boy has the new baby got a fresh coat of mascara on and has without a doubt glammed up for 2017 I'm in love, I must also admit the Merceds-Benz team sure know how to put together a not informative but entertaining launch. I wasn't too impressed with the diesel 200 and 220 version of this car it didn't handle well for me on the road, but once we switched over to the petrol version of the A250 and GLA45 and thats when I truly enjoyed the GLA, to be fair the GLA45 is a bit much for a Dainfern girl like me, well between William Nicol and Grayston traffic I would opt for the GLA250 instead.
Droopier-looking headlights can now swap their previous xenon lamps for LEDs as an option, and blend into a new bumper design.
Inside, there are similarly minor tweaks, including redesigned seat covers, instrument panel dials and trim pieces, notably some shiny chrome panels and switches.
A fresh family of alloy wheel designs round off the styling changes.
The new equipment items available on request include the keyless vehicle access HANDS-FREE ACCESS and the 360-degree camera: With the aid of four networked cameras this system facilitates parking and manoeuvring with a realistic all-round view.
the car and its surroundings can be depicted in the media display from a birds-eye view, and obstacles beneath the window line are also visible for the driver. In conjunction with the AMG DYNAMIC PLUS package (optional extra) the mechanical front axle locking differential is available. This package also includes the AMG RIDE CONTROL sports suspension, the performance steering wheel and the additional drive program "RACE".
The characteristic distinguishing feature of the new Mercedes-AMG GLA 45 4MATIC is the sharpened front section. The front apron was given an even more dynamic shape, new air intake grilles, a front splitter insert in silver chrome plus flics in high-gloss black. These guide the cooling air flows to the vehicle radiators even more effectively. Some earlier optional extras like the LED High Performance headlamps are now part of the standard host of equipment. The twin louvre on the AMG Twin Blade radiator grille is now in silver chrome, as are the inserts in the side sill panels. As an additional option a multi-spoke 20-inch light-alloy wheel is available for selection in two colour variants: painted matt black with high-sheen rim flange or painted titanium grey with a high-sheen finish.
Eye-catching features at the tail end are the new diffuser insert in the rear apron, the trim in silver chrome and the new spoiler lip on the roof spoiler. It helps improve the driving dynamics of the new GLA 45 4MATIC.
I'm very excited about the grow up your own way campaign and i cant wait for everyone to see it, Mercedes-Benz and Millennials it's gonna be a good time, more importantly i'm really glad they are investing in local talent.