Mercedes-Benz may have skipped advertising during last year’s Super Bowl, but according to Automotive News, the manufacturer will be back for 2013. The company plans to introduce its new CLA to the public at large during the game, using the opportunity to reach some 111.3 million US viewers.
While speaking with Advertising Age, Mercedes-Benz USA CEO Steve Cannon said the CLA is a “highly stylized four-door coupe” that will bow with “a surprising price.” In addition to pulling the wraps off the new model, Cannon said he hopes the advertising campaign will help Mercedes-Benz reach a wider consumer base than it typically accesses.
The automaker typically sees buyers with an average age of around 50 years old for its C-Class, but the Super Bowl should show off the CLA to its target demographic: 30 and 40-year-old buyers. And what exactly will the spot look like? Mercedes-Benz isn’t saying, but Automotive News suggests both Kate Upton and Usher may play a part in the spot.