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These days, it can be difficult to tap into the luxury car market—or to keep a luxury car as desirable as it can possibly be. With brands such as Tesla switching up the car sales game and conceptualizing luxury vehicles that cost less than $40,000, even marquis brands have found themselves struggling to keep up. One such company is Mercedes-Benz. Famous for dreaming up such supercars as the Maybach, the Mercedes engineers were recently faced with the practical paradox of building a car that looks luxurious, but without the luxury price tag.

Enter the A-class sedan. With prices starting in the $35,000 range, this eye-catching car is poised to take on competitors like entry-level BMWs and Audis. However, if this vivacious vehicle wants to craft a favorable image in the court of public opinion, it’s going to have to be better than its sibling, the CLA. Although the Mercedes-Benz CLA did not disappoint in terms of being much less expensive than other vehicles in the Benz fleet, it has not been very popular with car critics or the general population.

The A-class is new to the American market, but it has been available in Europe. The hatchback version that was released was deemed inappropriate for the U.S. market, however, so this is the first time that the zippy vehicle is being released stateside. Many believe that its technological features will set it apart from the pack, making it a jewel in the Mercedes crown. The new interface, which is being referred to as MBUX, includes a high-tech touchscreen and several other features that are meant to make driving easier and more pleasurable. The advanced voice recognition system will allow owners to control details such as the temperature through simple voice commands.

For those who are truly seeking a next-generation experience, this will not disappoint. This tech rollout is no coincidence; although Mercedes usually releases its new gadgets in its more expensive sedans, this is an obvious bid to spark attention and admiration. The head honchos at the German luxury firm seem to believe that getting consumers into a Mercedes—even at a lower cost—is of the utmost importance. Introducing new customers to the brand is believed to help with longevity, so the A-class may become a kind of savior.