Mercedes-Benz has officially launched the CLA electric car, marking a significant step into the future of automotive design and technology. Unveiled on March 13th, 2025, in Rome, Italy, the vehicle showcases a host of innovative features, from its distinctive illuminated front panel to its integration of artificial intelligence and sustainable materials.
A Radiant ‘Face’ of the Future
A standout feature of the CLA electric car is its striking front design. At the center of this design is an illuminated star panel made of animated LED stars. According to Gorden Wagener, Mercedes-Benz’s Chief Design Officer, this feature is what sets the CLA apart. “This grille makes the car different because other cars seem faceless; they don’t have an identity. But we have the Mercedes-Benz grille here alongside the star, and that’s a significant iconographic,” shared Wagener during the Rome unveiling.
While the design is new, referencing classic models of the past is also evident. The front panel features 142 individually animated LED stars that shine alongside the iconic three-pointed star emblem. This represents the first fully illuminated grille panel on a Mercedes-Benz production car. The A-shape design of the illuminated star panel identifies the vehicle as electric.
Reimagining Storage: The Return of the ‘Frunk’
In a nod to its history, Mercedes-Benz has brought back the ‘frunk,’ or storage under the front hood, a design element last featured in the Mercedes-Benz 130 (W 23) of the 1930s. This feature offers 101 liters of additional space, ideal for luggage or charging cables. This innovative design is a key element of the CLA’s electric architecture.
Cutting-Edge Technology and AI Integration
The interior of the CLA is a showcase for advanced technology, including the Mercedes-Benz User Experience infotainment system. The highlight here is the Surround Navigation, which uses 3D game-engine graphics to create a realistic representation of the roads and surroundings. This gives drivers a virtual first-person view of their journey. This view also helps to improve driver awareness.
The CLA also integrates generative AI and various language models, including ChatGPT 4.0, Google’s Gemini, and Microsoft Bing. These tools assist drivers with directions, landmarks, and other information. Wagener explained that AI agents in the Mercedes-Benz system are capable of human-like conversations and can respond to the driver’s emotions. This is achieved by memorizing and responding to driver speech patterns.
The CLA also features a Superscreen that stretches across the dashboard. The screen displays crucial information, including recently used apps. Drivers can move and group apps, much like on a smartphone or computer. The result is a driving experience that merges game-inspired elements with a tech-heavy design.
Innovative Design and Sustainable Materials
The CLA electric car’s design is highlighted by its shark-nose shape and optional multibeam LED headlights, that form the shape of the familiar Mercedes-Benz star. Other design features include frameless doors with chrome trim and a large panoramic roof. The roof extends from the windscreen frame to the rear, and includes heat-insulating safety glass with a 250-nanometer thin infrared film for sunlight protection.
Many elements of the CLA’s interior, such as the MBUX Superscreen, are designed to appear floating, and the design team has created a center console with two levels, including 3D surfaces, cup holders and optional wireless charging. While the car incorporates digital features, Mercedes-Benz has retained tactile elements for the steering wheel, including switch panels and a navigation pad. The steering wheels will, for the first time, be offered in ivory beige.
Mercedes-Benz is focusing on sustainable materials, including leather made of mushroom and fishnet fabric. Wagener highlighted how the design incorporates materials that are tactile, similar to the experience of a Zen garden. The center console offers options made of hemp, recycled hemp and recycled paper. The focus on these materials also extends to the seats, which use black man-made leather with backing made from recycled PET bottles.
When asked about potentially rebranding the star icon, Wagener confirmed that Mercedes-Benz will maintain it. He stated that the star is “strong and powerful.” The only modifications would be to how it is employed. In the CLA, this change includes the more abstract and less detailed form of the Mercedes-Benz star on its animated face.
Mercedes-Benz is committed to integrating advanced technologies and sustainable materials to develop the future of driving based around design, innovation, and sustainability.
