Mercedes wants you to follow your dreams of freedom and buy a C-Class convertible

By Bruce Brown Published July 24, 2016

Summer is top-down season and Mercedes-Benz has officially declared 2016 as the “year of the new roadsters and cabriolets.” Four new models are debuting this year, including new SL and SLC roadsters (two-seaters) and S-Class and C-Class cabriolets (4-5 seats). The company’s biggest push is for the C-Class four-seat ragtop, promoting it for prospective owners interested in “Bringing back a sense of wonder.”

The C-Class cabriolet is due to launch later this year as a 2017 model with three variants: the C300 RWD, C300 4MATIC, and Mercedes-AMG C43. Pricing for the various models in the body style are not available, but they will be the first ever C-Class convertibles. The most powerful version will be the Mercedes-AMG C43 4MATIC Cabriolet. It is powered by a 367 hp, 3.0L, biturbo V6 engine, AMG Performance 4MATIC all-wheel drive, and a unique, dedicated chassis.

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The rear-wheel drive C300 and the C300 4MATIC share a 2.0L 241-hp turbocharged four-cylinder engine and a 9-speed automatic transmission, the 9G-TRONIC. An optional air suspension system will also be available.

The message in the marketing push for the C-Class cabriolets — and you can pretty much bet that M-B is focused on stirring an emotional reaction — is about connecting with the feelings and images in a young man’s life, from crib to cruising.

“In the campaign, we draw a connection between our roadsters and cabriolets and the mindset they represent: one of spontaneity, joy, and freedom – on the road and in life,” said Dr. Jens Thiemer, Head of Marketing, Mercedes-Benz passenger cars. “We are telling a moving story which is based very much in real life and works with emotional imagery, showcasing each vehicle in an inspiring setting.”

So if you’re in touch with your inner child, or just like Mercs but want a convertible with seating for four, get ready to start stalking your Mercedes-Benz dealership for the ’17 C-Class cabriolets.

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Contributing Editor

Bruce Brown Contributing Editor As a Contributing Editor to the Auto teams at Digital Trends and TheManual.com, Bruce…

Cars

Buy Now, Upgrade Later: Slate’s $25K Truck Flips the Script on EVs

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A new electric vehicle startup—quietly backed by Amazon CEO Jeff Bezos—is building something bold in Michigan. Not just a car, but a whole new idea of what an EV company can be. Slate Auto is a stealthy new automaker with one mission: ditch the luxury-first EV playbook and start from the affordable —which most drivers actually seek.
The start-up has been operating out of public sight since 2022, until TechCrunch found out about its existence. Of course, creating a little mystery about a potentially game-changing concept is a well-tested marketing approach.
But Slate truly seems to approach EVs in a very different way than most: It isn’t debuting with a six-figure spaceship-on-wheels. Instead, it's targeting the holy grail of EV dreams: a two-seat electric pickup truck for just $25,000. Yep, twenty-five grand. That’s less than a tricked-out golf cart in some neighborhoods. Slate is flipping the Tesla model on its head. Tesla, but also the likes of Lucid, BMW, and to a certain degree, Rivian, all started with high-end vehicles to build brand and bankroll future affordable car. But Slate wants to start with the people’s pickup—and letting it grow with you.
This isn’t just a cheap car. It’s a modular, upgradeable EV that’s meant to be personalized over time. Buy the basic model now, then add performance, tech, or lifestyle upgrades later—kind of like building your own dream ride one paycheck at a time. It’s a DIY car for a generation raised on customization and subscriptions. The company even trademarked the phrase: “We built it. You make it.”
Backing up this idea is an equally bold strategy: selling accessories, apparel, and utility add-ons à la Harley-Davidson and Jeep’s MoPar division. You’re not just buying a vehicle; you’re buying into a lifestyle. Think affordable EV meets open-source car culture.
Slate's approach isn't just novel—it's almost rebellious. At a time when other startups risk folding under the weight of their own lofty ambitions, Slate is keeping things lean, scalable, and customer focused. The company reportedly plans to source major components like battery packs and motors from outside suppliers, keeping manufacturing costs low while focusing energy on design, experience, and upgrade paths.
Sure, it’s all been kept under wraps—until now. With plans to begin production near Indianapolis by next year, the wraps are about to come off this EV underdog.
While, at least in spirit, the U.S. market has been dominated by high-end EVs, Slate’s “start small, scale with you” philosophy might be just the jolt the industry needs.

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Kia EV9 and EV6 now fully qualify for the $7,500 tax credit – except for one trim

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As Kia reported record first-quarter sales, Eric Watson, Kia America VP of sales, made a point of painting a rosy picture for the future: Now that the latest versions of its two best-selling electric vehicles, the EV9 and the EV6, are in full-scale production at Kia’s plant in Georgia, the road is paved for further sales growth.
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