Rome is the backdrop for the presentation of the most intelligent car ever designed by the German car manufacturer

Mercedes-Benz presented the all-new CLA at a festive event overlooking Rome’s evening skyline, showcasing “the most intelligent car” designed by the brand. Simplification and intelligence are the key-concepts defining the evolution of the model’s refined design. 

The CLA’s interior follows a minimalist design approach, focusing on essential high-tech elements while reducing visible structural components. Focusing on a luxury experience, the car features the optional floating MBUX Superscreen, spanning the width of the cabin, which integrates a 10.25″-inch” driver display, a 14″-inch” center display, and a 14-inch front passenger display behind a single glass panel.

Positioned high, the floating center console features a three-dimensional trim surface, incorporating a double cup holder and an optional wireless charging cradle. The doors’s center panels share this floating aesthetic, wrapping around the tubular pull handles with a contoured leather finish, creating a layered, structured interior.

Design innovations can be found in its shape and materials, and also in its software. In fact, they claim this is “The most intelligent Mercedes-Benz ever.” The CLA will be the first car to operate the brand’s in-house Mercedes-Benz Operating System (MB.OS). Developed in-house and leveraging AI, it transforms the car into a supercomputer connected to the Mercedes-Benz Intelligent Cloud. This way the car is always connected and its functions, such as including driver assistance, are constantly active and updated.

Featuring the fourth generation MBUX (Mercedes-Benz User Experience) built for maximum compatibility with third-party providers and enhanced personaliztion, it’s the fist to integrate AI technology form both Microsoft and Google. Designed with inspiration from mobile phones, the UX is feels intuitive and familiar, aiming to reduce driver distraction.

The new MBUX Virtual Assistant is powered by generative AI, making the driver-vehicle interaction more natural and smoother. At is core are ChatGPT-4o, Microsoft Bing and Google Gemini, which integrates navigation from Google Maps. Like a real driving companion, the assistant remembers past exchanges, understands emotions, and provides personalized responses on navigation, points of interest, and more.

Ola Källenius, CEO of Mercedes-Benz Group, shared his enthusiasm for the new car. “To be in the Eternal City, this iconic city, and launch a new iconic car, it’s a special moment. What makes me the most happy though is that this is the beginning of a whole new generation of vehicles for Mercedes. With innovative, brand new technology, an unbelievable electric drivetrain—probably the most efficient in the world—and also a new era for the digital experience with Mercedes-Benz operating system. So it’s a big night for us.”

We asedk Källenius which are the main design features clients will discover by using the new CLA. He says “What’s so fantastic about this car is that it’s a blend between functionality and style. When you look at it, you think you look at a sports car, it’s got this coupe-ish sleek line from the side. I’m 195 cm tall, and I can sit (comfortably) in the back seat. Engineers working with designers to create beauty but not at the expense of functionality. You get both. And crazy features like the illuminated star grille, that’s jewelry.”

The A-shape grille we know and love has been evolved for the electric era with a fully illuminated star panel—a first for a Mercedes-Benz production vehicle. Featuring 142 individually lit LED chrome-effect stars, it creates a striking signature. The CLA hybrid, distinguished by its unique radiator grille, showcases a Mercedes-Benz star pattern in chrome, framed by a standard LED surround. The overall effect looks pretty spectacular. This is the brand’s epitome of luxury, something not necessary, but absolutely special and unique. As Källenius confirms, “You don’t have to do it, but we can do it.”

One more surprise comes from a collaboration between Mercedes-Benz and will.i.am. FYI RAiDiO is an AI-powered platform by the artist, producer and tech entrepreneur. Customers will enjoy a customized in-car audio experience featuring 16 interactive STAiTiONS with themes ranging from Pop Culture and Sports to Tech and Music. A highlight of the FYI RAiDiO experience is its interactive AI hosts, designed to turn into personalized radio hosts. Users can ask about any topic, including details on what’s currently playing, and receive real-time responses. The platform will introduce a range of AI personas, including region-specific variations for every continent, offering context-aware moderation to enhance the interactive listening experience. The service launches on 13 March 2025 as part of a US beta program for eligible vehicles.

The next generation CLA is expected to debut in the fall of 2025.