The A-Class: leading Mercedes' new generation compact car offensive

A-space: a refreshing new experience

Chinese media and a number of other lucky guests got a sneak peak of the all-new A-Class at "The A-Space: The Pulse of a New Generation", a week-long press launch event held at Shanghai's Sinan Mansions.

This event provided participants with a refreshing new experience presented in a pulsating, avant-garde environment that brought the car's personality to life. Flashing lights, thumping music, and enthusiastic energy, made the event feel more like a concept store than a press launch event, a far-cry from the usual one-dimensional speeches and PowerPoint presentations.

Upon entering, guests were set loose to discover different aspects of the A-Class through interactive activities that leveraged the latest new technologies, including a 3D printer and 180-degree animated photo shoot.

These activities helped guests connect with the cool character of the all-new A-Class and understand its highlights on a visceral level.

The Design Corner, told the story of how the all-new A-Class was designed and garnered a great deal of attention from guests. A series of sketches gave guests insight into how the A-Class was formed from a space on a blank canvas into the stunning car we see today.

"The A-Class is a totally unconventional Mercedes-Benz car. It is definitely for the movers and shakers who can appreciate style and quality, but aren't afraid to have some fun at the same time," Liang Zhaohui, publisher at Trends Group.

"The A-Class exudes sportiness from the inside out with agile driving dynamics that are reflected in the muscular exterior design," Xia Dong, chief editor of Auto Motor und Sport, also known as AMS.

Another major highlight was the A-Space bar, where Mercedes-Benz executives poured drinks and personally engaged with guests. This unconventional experience surprised guests who were unaccustomed to such intimate interactions with corporate executives.

"This is a side of Mercedes-Benz that I never knew existed. I can't wait to see what surprises Mercedes-Benz brings next," Xu Qun, publisher of Ramp magazine.