"Electric is Not New to Mercedes, Nor is it a 'No-Name' EV" – Duan Jianjun on the All-New Mercedes-Benz CLA EV

"As early as 1906, Mercedes-Benz had already developed its own electric vehicle, though it was temporarily shelved due to limitations in battery commercialization. So for Mercedes, electrification is not a new technology, much less a 'no-name electric car'." These words from Duan Jianjun, President and CEO of Beijing Mercedes-Benz Sales Service Co., Ltd., not only revisit the brand’s electric heritage but also serve as an important correction to market perception.

With the official launch of the all-new Mercedes-Benz CLA EV—offering three variants priced between RMB 249,000 and 299,900—this model, aimed at younger users, carries the mission of challenging market stereotypes. Against this backdrop, media outlets including Autohome sat down with Duan Jianjun to explore: How will Mercedes use the CLA EV to interpret its vision of "new luxury"? What constitutes the moat of a century-old luxury brand? And as the industry chases sales and buzz, how will Mercedes stay committed to its long-term value orientation?

Three Core Attributes

Duan Jianjun defined the CLA EV with three key attributes: the most energy-efficient EV in its class, the most intelligent Mercedes-Benz in history, and a vehicle that meets Mercedes’ highest safety standards. Together, these pillars form the brand’s differentiated approach to electric competition.

Energy Efficiency:The model achieves a CLTC range of 866 km and an energy consumption of 10.9 kWh/100 km, leading its segment. It also features a unique two-speed transmission that addresses common EV pain points like high energy use and power loss at high speeds.Duan shared real-world test data: even with air conditioning on and mostly highway driving, test vehicles recorded an energy consumption of 10.1 kWh/100 km, "even better than our official figures." This "under-promising and over-delivering" approach stands out in a market often accused of overstating range.

Intelligence:The CLA EV debuts Mercedes’ fully in-house developed MB.OS architecture and a new urban/highway pilot assist system co-developed with Momenta, reflecting Mercedes’ signature integration capability and a "human-machine co-driving" philosophy. It also incorporates an AI-powered virtual assistant developed with ByteDance’s Doubao model and AISPEECH, aiming to deliver a safe, usable, and truly intelligent driving experience.

Safety:Mercedes’ traditional strength shines here. "Intelligence is necessary for luxury, but not sufficient—safety is equally critical," Duan emphasized. The model comes standard with 11 airbags, underwent 150 specialized destructive tests, 180 real crash tests, and alone, the door handles required RMB 25 million in R&D testing. Battery safety standards even exceed upcoming 2025 national regulations.These "meticulous" investments underscore the brand’s commitment to foundational values.

No "Off-the-Shelf" Approach

While Duan often elaborates on "luxury" and Mercedes’ exclusivity, the CLA EV still utilizes many Chinese suppliers, such as Momenta, CATL, and Doubao. When asked what makes Mercedes’ advantage hard to replicate, Duan highlighted the brand’s supply chain philosophy: "Even with top-tier supplier components, it doesn’t guarantee the best car. The brand’s design, integration capability, and R&D strength are crucial."

He shared a telling detail: Momenta’s founder Cao Xudong once joked that working with Mercedes was "the most headache-inducing" due to its exceptionally high functional safety standards. This "demanding on both sides" attitude is reflected in the ADAS strategy of "testing city by city, opening city by city." Duan stressed: "We never use customers as test subjects. A system is only opened in a city after comprehensive real-world testing."

The result is what Duan describes as a "human-machine co-driving" experience: "It doesn’t argue with the driver when it shouldn’t, nor does it disengage when it shouldn’t." This balanced approach aims to avoid the extremes of over-cautious or over-aggressive systems on the market.

Notably, future OTAs will keep the CLA EV "ever-fresh," continuously better meeting Chinese users’ expectations for intelligent luxury mobility, with features gradually expanding to more Mercedes models.

"We Never Shy Away from Competition"

The CLA EV enters the RMB 200,000-250,000 segment—known as the "most competitive price range" in China. From January to September this year, this segment saw sales of nearly 1.56 million units, up 25% year-on-year, with a market share increase of 24.8%. Behind these booming numbers lies fierce competition among 180 models.

Despite the crowded field, Mercedes chose to plunge into this "red ocean." Duan acknowledged: "Competition is intense, but we never avoid it."

In this price range, consumers face a wide array of choices across powertrains (gasoline, electric, PHEV) and body styles (sedans, SUVs, MPVs). The CLA EV aims not just to add another option, but to redefine the value standard in this segment. Duan emphasized: "Mercedes never chases short-term sales at the expense of value."

The CLA EV’s segment is where luxury brands push downward and volume brands push upward. Here, Mercedes must prove not just product competitiveness, but also the enduring appeal of the brand in the electric age. "We give the choice back to the customers, believing they will ultimately choose Mercedes," said Duan.

He also revealed that by 2027, Mercedes will introduce up to seven China-exclusive models, covering all key segments from luxury sedans and performance SUVs to all-electric MPVs, catering to the diverse needs of Chinese consumers.

From a broader perspective, the market performance of the CLA EV will serve as a test of traditional luxury brands’ ability to maintain premium appeal in the electric era. If it succeeds in establishing a value benchmark in the most competitive segment, it will provide a key reference for the entire luxury sector’s electrification transition.

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