With the unveiling of the 2026 Mercedes-Benz CLA, conversations around AI, electrification, and the user experience are evolving across the global automotive industry. More than just a new generation of the automaker’s entry-level compact car, the new CLA also represents an exciting glimpse into the future of mobility, where cutting-edge software, high-efficiency EV powertrains, and intelligent user interfaces converge in the same vehicle.
But how transformative is this vehicle? To find out, we turned to our experts in automotive AI, EVs, and UX to break down the new CLA’s most interesting innovations and explore what they mean for the future of automotive.
How will the new CLA impact the future of AI? - Andy Qiu, Domain Principal - AI
The recent unveiling of the 2026 Mercedes-Benz CLA represents a significant technological milestone that could reshape the automotive landscape, particularly through its groundbreaking Mercedes-Benz OS (MB.OS) and advanced AI implementations. The upgraded MBUX Virtual Assistant itself represents one of the most sophisticated implementations of automotive AI to date.
What makes it technically groundbreaking is its unprecedented integration of multiple AI frameworks, combining Google’s Gemini AI technology for navigation and location-based services with Microsoft’s ChatGPT4o for general knowledge queries. It’s also one of the first production implementations of Google Cloud's Automotive AI Agent for in-vehicle conversation services. The assistant also maintains contextual awareness throughout drives, enabling genuinely natural, multi-turn dialogues rather than single command responses. Its adaptability can also be observed in its four distinct "personality traits" (natural, predictive, personal, and empathetic), representing a significant leap beyond basic voice command systems toward true conversational AI.
Typically, automakers introduce new platforms with their priciest models, which would in Mercedes-Benz's case be the S- and G-Class models, though with the CLA it has deviated from this norm. From an industry perspective, the new EV with MB.OS establishes several benchmarks. Here, it demonstrates the feasibility of proprietary operating systems in an era where many of Mercedes-Benz’s competitors are partnering with tech giants. At the same time, MB.OS’s architecture allows the automaker to quickly deploy the latest AI models from different partners, ensuring the vehicle remains at the forefront of technological development. Beyond software, the CLA offers sophisticated hardware architecture, such as water-cooled chips for high-powered processing, pushing the boundaries of in-car computing.
As the automotive world transitions to software-defined vehicles, the new CLA stands as an early example of this paradigm shift - where the value proposition increasingly centers on digital experiences and AI-enhanced capabilities over traditional performance metrics, alone.
How will the new CLA impact the future of EVs? – Robert Fisher, Domain Principal - Electrification
Despite the EVA platform demonstrating Mercedes-Benz’s technical prowess, the models based on it are selling slower than anticipated. Enter the Mercedes-Benz Modular Architecture (MMA) platform. MMA is designed to provide Mercedes-Benz the flexibility to produce the same models with different powertrains, and the first vehicle to use this new platform is the CLA.
While a multi-powertrain platform usually has many trade-offs, Mercedes-Benz seems to have found workarounds, as the new CLA boasts impressive specs and some cutting-edge features. Its BEV variant will feature Mercedes-Benz’s first 800-volt architecture, accepting a charge at up to 320 kW, equivalent to nearly 2,000 km/h! It also features a Mercedes-Benz-first multi-source heat pump that can pull heat from the motors, battery, or ambient air to heat the cabin with significantly less range-sapping energy.
With a range of up to 792 km (492 miles) from an 85-kWh battery, it’s clear that Mercedes-Benz developed a very efficient vehicle. Despite many EVs having no transmission, Mercedes-Benz opted to add a 2-speed transmission to the CLA, allowing smaller motors to perform more efficiently. They’ve also selected motors that provide it with a more ‘reasonable’ power level compared to many of the asphalt-shredding cars available today.
Complementing the all-electric CLA is the CLA hybrid, a 48-volt full hybrid with a 1.3 kWh battery. This is where the MMA platform flaunts its flexibility. It’s quite rare to see a full hybrid operating at such a low voltage, yet Mercedes-Benz claims that driving at up to 100 km/h (62 mph) is possible on electricity alone, and that the system even operates the electric air conditioner compressor. The selection of a low operating voltage for propulsion would suggest a significant weight increase to manage high currents, yet it may also reduce component weight by eliminating the need for higher-voltage insulation. Having been a fan of 48-volt electrical architectures, even for ICE vehicles, it’s possible that this choice could allow Mercedes-Benz to gradually implement more 48-volt components while phasing out 12-volt.
With a very competent electric version of the car, and an impressive hybrid version, many have been wondering, “where’s the plug-in hybrid?” Indeed, as other automakers scramble to build PHEVs to win-over BEV skeptics, Mercedes-Benz has opted to forgo the PHEV, at least for now. While this may be disappointing to some, it’s also worth noting that Mercedes-Benz does not offer a pure ICE version of the new CLA. With the EU’s 2035 zero-emission mandate looming, Mercedes-Benz knows that their future vehicles must involve electricity to some extent. As they announce more models to be produced on the MMA platform, I’d expect to see a similar line-up as with the CLA, yet likely PHEV options as well on the larger and more premium vehicles.
How will the new CLA impact the future of UX? - Taylor Leone, Specialist - CX Product Lead
With the new CLA comes an all-new operating system, MB.OS. Developed in-house and AI-enhanced, it enables Mercedes-Benz to equip its vehicles with a supercomputer connected to the Mercedes-Benz Intelligent Cloud, so it will be interesting to see the impact that both the in-house OS and in-house cloud have on the operation of the system and OTA updates.
It’ll also be interesting to see how the vehicle’s AI solutions (including the upgraded MBUX Virtual Assistant with ChatGPT4o, and searches with Microsoft Bing and Google Gemini) are integrated and work together. Is it going to be obvious which AI is being used? Will they each have a different look and feel depending on what the task is? Or will the VPA have one holistic look and feel the same no matter the task or solution? While the CLA represents the first OEM and vehicle to utilize Gemini, we expect to see more soon, with many Google Built-in systems on the road with Google Assistant today set to be upgraded to Gemini in coming months.
Not everything on the new CLA is new, however! It will still offer the MBUX ‘Zero Layer’ information architecture as an option, which is already available on some other Mercedes-Benz models on the road today. SBD Automotive evaluated Zero Layer when testing the Mercedes-Benz E-Class as part of our 2024 HMI UX Benchmarking report series. The intention of the ‘Zero Layer’ is to minimize menu depth and levels throughout the system by allowing users to interact with frequently used features and apps from the top menu level. In suggesting varying features and shortcuts based on past user behaviors and habits, it will be interesting to see if any changes have been made to Zero Layer, or if the UX of the CLA is relatively the same.
We’ve noticed an increasing number of stability issues across the market during our HMI UX Benchmark testing, so on a broader level it will be interesting to see if MB.OS will be more stable or continue this trend of instability. The Mercedes-Benz E-Class SBD Automotive evaluated was one of the most stable systems we evaluated in the past two years, so we hope that continues to be the case with MB.OS.
How does the Mercedes-Benz CLA compare to China’s offerings? Victor Zhang – Director, SBD Automotive China
Although the new CLA has yet to debut in China, it is widely expected to be seen at Auto Shanghai 2025 and we’re looking forward to taking a closer look at the show. The CLA represents a pivotal milestone in Mercedes-Benz’s journey toward intelligence and electrification.
However, in China’s fast-evolving automotive landscape, a different benchmark is emerging. Cross-industry leaders like Huawei and Xiaomi, start-ups such as Xpeng and Li Auto, traditional domestic brands like Geely and Chang’an, and established joint ventures, including Toyota and Nissan, are accelerating the rollout of advanced technologies. These players are shortening development cycles, localizing software experiences, refining HMI interactions, and seamlessly integrating with mainstream digital ecosystems. This rapid evolution is driving the trend of “technology parity,” where features once exclusive to premium or flagship models are now becoming common in more affordable segments.
As a result, consumer expectations for vehicle intelligence and digital in-car experiences are rising swiftly. How quickly and effectively the new CLA delivers a localized, competitive intelligent experience, while retaining its premium identity, will be crucial in defining its reception in the world’s largest NEV (New Energy Vehicle) market.
Focusing on the customer
The specifications and announced features of the new CLA raise high expectations, blending Mercedes-Benz's engineering DNA with the major tech players like Google, with the potential surpass competitors in key areas. However, the real test lies in whether Stuttgart’s engineering philosophy, rooted in precision and quality, will resonate with a new generation of Mercedes-Benz customers. Can the CLA effectively demonstrate tangible benefits that enhance daily life or is it an example of technology for technology’s sake? How does the ‘cleverest Mercedes-Benz ever made’ help you as an owner, fleet administrator, driver or passenger? A software-defined vehicle is a powerful tool for solving real-world challenges, but only if those challenges have been clearly identified from the start.
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As highlighted by our domain experts, the new Mercedes-Benz CLA is set to deliver cutting-edge innovations and impactful user experiences. While integrating multiple AI agents simultaneously and onboarding many AI-enabled features, it also delivers notable advancements in areas like EV (through its efficient powertrain and powerful 800-volt architecture) and UX (through the debut of its in-house automotive OS enriched with apps and components from third-party companies, such as Google and Microsoft).
On a broader level, the new CLA aligns several rapidly evolving industry trends expected to gain even more momentum as the landscape for automotive AI solutions continues to grow; as EV architectures become more technologically advanced; and as the overall user experience becomes increasingly software-defined. As such, a deep understanding of the domains leading these trends and more can unlock the pathway to true, contemporary, innovation.
While, in this article, our experts offered just some of this insight, our research reports delve even deeper into each of their respective domains, from our best-selling EV guides and the HMI UX Evaluation Series to our new family of automotive AI reports. Together, these reports help you realize the potential of trending technologies in a proactive and impactful manner.
To learn more about the reports we offer in each of these domain areas, or to speak with one of our Domain Experts, contact us today!