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Mercedes-Benz GLA Hong Kong Launch

Mercedes-Benz redefines traditions with launch of new GLA and "Grow Up" campaign

Mercedes-Benz Hong Kong launched the new GLA and, for the five models in its compact-car family, the year-long “Grow Up” campaign, which reinterprets Mercedes-Benz for a new generation at the Mercedes me Store.

More than 300 guests witnessed the launch of the new GLA with its visual accentuation in the interior and exterior design as well as updated equipment lines. The dynamic look of the compact SUV has gained considerably in presence.

“The new GLA has been the benchmark in its segment since the launch 3 years ago. With this generation, we are setting a completely new benchmark for compact SUVs with class-leading innovation”, said Andreas Binder, President and CEO of Mercedes-Benz Hong Kong Ltd.

Andreas Binder unveiled the new GLA alongside the “Grow Up” campaign, the most extensive content creation in the history of the brand with more than 100 moving-image sequences and over 90 lifestyle and product images, telling stories of a new generation. "Grow up” is much more than a major campaign about model series. It is a further move forward by the brand as a whole towards more modernity, progressivism and dynamism across the entire brand identity of Mercedes-Benz.