Car brands targeting young and ‘young at heart’ with fresh models

Published on 5 May, 2021

Overview

FOR years now Mercedes have been focused on not being regarded as an ‘older’ person’s carmaker.

Sure, they want to hold on to their traditional drivers of large saloons and SUVs, but they also want younger people at the wheel of their fast-expanding line-ups. As a result their buyer age profile has dropped dramatically.

They are certainly direct about who they want to buy their new entry-level electric car, the EQA.

The ‘young and young at heart’ covers a multitude, but the target is in clear view.

The EQA is the electric version of the A-Class range, and it has just arrived here.

The first on sale is the EQA 250. Like others yet to come it benefits from the styling of the popular GLA crossover. It develops 140kW and has a claimed range of 426km between charges.

There are more versions to come, including all-wheel-drive (AWD) models capable of 200kW-plus – and one of them has an anticipated range of more than 500km.

But for now the EQA 250 is likely to be the most popular model. Prices start from €51,125 inclusive of SEAI grant. Electric cars are not cheap are they?

As you’d expect on board any new Merc these days there is the brand’s MBUX infotainment system and ‘Hey Mercedes’ driver assistance elements with navigation and electric intelligence supports.

Other elements include headlamps with adaptive high-beam assist, electric tailgate, light 18in alloys and reversing camera.

Meanwhile, Ford display similar young-at-heart sentiment with the ST (performance) version of their Puma compact crossover (from €41,813).

It pumps 200PS and flits from standing to 100kmh in 6.7 seconds, but while extolling its performance virtues they play the ‘everyday’ cards too and there are modes from Eco to Track.

This is the first Ford performance SUV in Europe and it has a bespoke chassis (40pc stiffer than the Fiesta ST).

It comes in ST-exclusive Mean Green (there are several other colour choices), has 19in alloys, Recaro seats as well as the famous MegaBox, which yields exceptional additional load space (80 litres beneath the boot floor).

Powering it is a 1.5‑litre EcoBoost engine, while steering responses are 25pc faster and the brakes are 17pc larger than the standard Puma.

They claim the ST is the only small performance SUV in Europe to have the option of a mechanical LSD system which optimises front-end traction. This distributes engine torque to the wheel with the most grip.

With technology that can disengage or re-engage one of its three cylinders in 14 milliseconds they anticipate consumption of 6litres/100km.

There is also an optional performance pack which includes Launch Control for great fun on the track. It means you get a consistent level of propulsion from a standing start.

Standard elements include a wireless charging pad, parking sensors, rain-sensing wipers and the company’s SYNC 3 communications and entertainment system.

The car is also Apple CarPlay and Android Auto compatible – it features an 8in central touchscreen – and a premium B&O sound system as standard.

Other spec includes chrome exhaust, red brake callipers, ST suspension and an engine sound enhancer.

It has the same 6-speed manual gear box as the Fiesta ST.