With the launch of the all-new CLA, Mercedes-Benz elevates its legacy of setting benchmarks and redefining class standards. It’s an innovation powerhouse that stirs the soul with its striking and athletic design.
A launch of this magnitude deserves a backdrop of equal stature, which is why MercedesBenz chose Rome – the metropolis defined by timeless elegance, flair and progressive vision – to unveil the CLA.
“The premiere of the new CLA in Rome – a city just as iconic and timeless as Mercedes-Benz – was more than just another car launch. It marks the beginning of a new era for Mercedes-Benz and for our customers:
The CLA will be the most efficient and the most intelligent Mercedes we’ve ever made. It’s the one-litre car for the electric age – and at the same time will also be available as a highly efficient hybrid version. It is the first in a series of new models we’re adding to the Mercedes-Benz family.” Ola Kaellenius, Chief Executive Officer, Mercedes-Benz Group AG
The new automotive icon brought together a collective of talent spanning multiple creative industries and influential friends of the brand at the stunning Villa Miani. Cultural tastemakers in attendance included Romeo Beckham, Camilla Cabello, Lucien Laviscount, Central Cee, SOMI, ASAP Nast, Peyton List, Jacob Bertrand, Will.i.am, Ice Spice, Colm Dillane, Gustaf Westman, Mimi Keene, Evan Mock, Mustafa the Poet, Daniel Caesar, Kai Isaiah Jamal, Clara Berry, Leo Mandella and many more.
With its commanding hilltop position and breathtaking panoramic views of the ‘Eternal City’, it was the perfect setting for the world premiere. At the reveal, Mercedes-Benz surprised guests with an exclusive live performance from South African singing sensation Tyla.
During the day, a creative multi-collaboration called ‘Class of Creators’, featuring the all new CLA was announced. Cultural trailblazers including four times GRAMMY-nominated, US rapper Ice Spice, interior designer Gustaf Westman from Sweden, US fashion designer and artist Colm Dillane aka KidSuper as well as the gaming platform League of Legends and the toy car brand Hot Wheels, will present future-facing visions and content inspired by the all-new CLA as a creative platform – merging Mercedes-Benz and the artists’ DNA.
Each collaboration will feature its own vehicle art piece, which will be revealed during different events throughout the year.
The ultimate CLA experience
At the exclusive, invitation-only event guests were immersed in a theatrical extravaganza inspired by the vibrant style, rich cultural tapestry and beauty of Italian life. As the music and dance production subsided, all eyes focused on the stars of the show: different versions of the CLA artfully positioned on the patio overlooking the sparkling night lights of Rome
