Mercedes-Benz used projection mapping for the street launch of its first EV featuring AI technology. County Hall in London served as the backdrop for the presentation of the first images of the 2025 CLA.
The new CLA is seen as a major step forward for Mercedes-Benz, aiming to regain the brand’s appeal among EV enthusiasts. At the launch event, the focus was on the cosmopolitan lifestyle, style, and aspirations of the typical e-car driver. The global premiere took place at the Villa Miani in Rome, featuring a performance by South African pop sensation Tyla, adding a Gen-Z touch.
While the Rome audience was exclusive, the DooH launch took place simultaneously in London, where Mercedes-Benz projected the first images of the CLA onto County Hall, next to the iconic London Eye. Anyone walking along Westminster Bridge last Thursday by chance had a front-row seat to the open-air show.
Here’s a link to a teaser video of the projection mapping on County Hall.
The new CLA is the first Mercedes-Benz vehicle to feature the brand’s AI-supported operating system, MB.OS, which integrates both Google and Microsoft’s AI models. The updated MBUX infotainment system is said to offer more personalized functions and make interactions between the driver and the vehicle more intuitive. New design elements include an illuminated radiator grille and star-shaped daytime running lights. The interior can be equipped with an optional full-length MBUX Superscreen.
Mercedes claims that the CLA’s 800-volt electric architecture can charge up to 325 kilometers of range in just 10 minutes, with a maximum range of up to 792 kilometers. A 48-volt electrified hybrid version will be available later this year.
