Mercedes A-Class Makes a Splash in Toronto

Mercedes-Benz revealed its 2019 A-Class during a very special evening at Toronto’s REBEL Nightclub. (Photos: Huw Evans and Mercedes-Benz Canada)

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. 

A special 5-metre tall screen displayed four different moods—Up & At It, City Hustle, Escape the City, and Night Drive during the first half of the evening.
Virginie Aubert, Vice President, Marketing, Mercedes-Benz Canada takes the stage prior to the A-Class reveal.
The screen fell away to reveal the new A-Class hatchback and sedan in the middle of REBEL’s dance floor.
2019 Mercedes-Benz A 250 hatchback draws a big crowd at the reveal.
AMG 18-wheels were featured on the reveal hatchback.
Hatchback was accompanied by a white A 230 sedan at the reveal.
Hatchback versions are slated to arrive in dealers by the end of the year, sedans early in 2019.
Rear end view reveals distinct design differences of the hatch and sedan.
Over 2,000 people attended the reveal evening.
Attendees sample the new A-Class and its connectivity features.
New 2019 A-Class with a distinctly Canadian backdrop.


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