Mercedes-Benz is evolving its marketing and product positioning drastically. Executive rumblings from a few years ago indicated the brand was making serious changes to lower its perceived demographic - but it all just seemed like lip service at the time.

Well, the arrival of the CLA-Class surely confirms that they were very serious.

Serious... about getting playful.

The CLA is launching in the American market as the front-drive CLA250 and the all-wheel-drive CLA45 AMG. Both run a highly advanced new platform, engine, transmission and electronic architecture.

What perhaps previously took 0.002 milliseconds to transfer info from rear ABS sensors on old cars is now cut in half. Faster data = better responsiveness on tracks.

This is a ground-up design that put emphasis on two things:

- Looking Good in your CLA

- Feeling Good in your CLA

Mercedes has overcompensated for the CLA's front-drive origins by including an engine stronger than a block a adamantium.

The launch of the standard CLA and AMG models together is a solid strategy, because it lets much of the cool style of the AMG rub off onto the much-cheaper 250 cars.

CLA250 Shown Directly Below

A 4Matic CLA250 will arrive in the U.S. market in April 2014, offering AWD traction and handling on the cheaper cars as well.

But until then: the CLA45 AMG is the sprint king of the segment: an official 4.5-seconds to 60 mph is conservative. Real-world times as low as 4.1-seconds are on the books for this car already while using the Race Start launch control settings.

The very similar A45 AMG hatchback video below shows how quick this car is, its blat on full boost, and the swiftness of the standard seven-speed dual-clutch auto.

Of course, the CLA45 AMG is pretty expensive for a car with a back seat this compact. Even so, the CLA is the quickest car in its class.

The competitive set listed by Mercedes for the CLA is pretty funny, because in my opinion, buyers who want a CLA would never consider a Volkswagen CC or any Acura.

Until the BMW 135i sedan arrives stateside next year, the CLA's closest competition will come from the 2015 Audi S3 sedan and the 2014 BMW 235i.

The battle is on!

Special thanks to Germany for improving the sprint pace of all cars. The 3.6-second E63 AMG 4Matic is so effortlessly fast - it makes speed a luxury feature missing on many other premium brands.

And rightly so! When a Civic Si and Toyota Camry V6 hit 60-mph in 6.1 seconds, it is time to get much faster at the top end of the market.

Of the English, American and Asian brands: only the Infiniti Q50S Hybrid in rear-drive gets close: 4.9-seconds is its official time (with full batteries.)

2014 Mercedes-Benz CLA45 AMG

2014 Mercedes-Benz CLA250 Sport and CLA250 4Matic

Race Start Video: 2014 CLA45 AMG Shows Impressive Launch Drama + 4.5s to 60mph

Mercedes-Benz is evolving its marketing and product positioning drastically. Executive rumblings from a few years ago indicated the brand was making serious changes to lower its perceived demographic - but it all just seemed like lip service at the time.

Well, the arrival of the CLA-Class surely confirms that they were very serious.

Serious... about getting playful.

The CLA is launching in the American market as the front-drive CLA250 and the all-wheel-drive CLA45 AMG. Both run a highly advanced new platform, engine, transmission and electronic architecture.

What perhaps previously took 0.002 milliseconds to transfer info from rear ABS sensors on old cars is now cut in half. Faster data = better responsiveness on tracks.

This is a ground-up design that put emphasis on two things:

- Looking Good in your CLA

- Feeling Good in your CLA

Mercedes has overcompensated for the CLA's front-drive origins by including an engine stronger than a block a adamantium.

The launch of the standard CLA and AMG models together is a solid strategy, because it lets much of the cool style of the AMG rub off onto the much-cheaper 250 cars.

CLA250 Shown Directly Below

A 4Matic CLA250 will arrive in the U.S. market in April 2014, offering AWD traction and handling on the cheaper cars as well.

But until then: the CLA45 AMG is the sprint king of the segment: an official 4.5-seconds to 60 mph is conservative. Real-world times as low as 4.1-seconds are on the books for this car already while using the Race Start launch control settings.

The very similar A45 AMG hatchback video below shows how quick this car is, its blat on full boost, and the swiftness of the standard seven-speed dual-clutch auto. <iframe src="//www.youtube.com/embed/MeApNnWlD54?rel=0" height="315" width="560" allowfullscreen="" frameborder="0"></iframe>

Of course, the CLA45 AMG is pretty expensive for a car with a back seat this compact. Even so, the CLA is the quickest car in its class.

The competitive set listed by Mercedes for the CLA is pretty funny, because in my opinion, buyers who want a CLA would never consider a Volkswagen CC or any Acura.

Until the BMW 135i sedan arrives stateside next year, the CLA's closest competition will come from the 2015 Audi S3 sedan and the 2014 BMW 235i.

The battle is on!

Special thanks to Germany for improving the sprint pace of all cars. The 3.6-second E63 AMG 4Matic is so effortlessly fast - it makes speed a luxury feature missing on many other premium brands.

And rightly so! When a Civic Si and Toyota Camry V6 hit 60-mph in 6.1 seconds, it is time to get much faster at the top end of the market.

Of the English, American and Asian brands: only the Infiniti Q50S Hybrid in rear-drive gets close: 4.9-seconds is its official time (with full batteries.)

2014 Mercedes-Benz CLA45 AMG

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The very similar A45 AMG hatchback video below shows how quick this car is, its blat on full boost, and the swiftness of the standard seven-speed dual-clutch auto.