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By Eileen Falkenberg-Hull
Senior Editor, Autos, Travel and Lifestyle
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Rapper Ice Spice teamed up with Mercedes-Benz to create a fully customized version of its new CLA sedan. The car is part of the luxury automaker's new "Class of Creators" global marketing effort.
The four-time Grammy-nominated and multiplatinum artist, dubbed the Princess of Rap, collaborated on a car featuring her signature personal brand elements. A molten layer of silver-painted bodywork covers most of the car, complete with bubbled elements that resemble oversized paint drips making it look like the car has been dipped in a vat of paint.
The model is wearing negative cambered show wheels painted in matching silver and faux jewels, with Ice Spice's personal logo in the middle of each wheel. Substantial, intricate chrome brightwork details the lower portions of the fascia.
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Ice Spice's "Princess" necklace is replicated in letters several feet tall that stretch from the car's A-pillar to its C-pillar, and a chain pattern positioned across the front and rear windshields.
Merecedes-Benz positioned the car with faux puddles of silver paint on the floor around it and a coordinated silver sign with the Ice Spice logo on it in the vein of a "Wet Floor" sign.
The automaker and rapper will extend this partnership into a new capsule collection that features black and pastel T-shirts, hoodies and more.
Other Class of Creators participants include interior designer Gustaf Westman from Sweden, U.S. fashion designer and artist Colm Dillane aka KidSuper, toy car brand Hot Wheels and gaming platform League of Legends. Each one will have a fresh take on the CLA.
Mercedes will debut Westman's car on May 22 and Kid Super's on June 28. The last two debut dates will be announced soon.
The vehicle collaborations are a different look for Mercedes-Benz. "They're very different. It's not 100 percent Mercedes as it always no, no. Which is even better, I think, personally speaking," Bettina Fetzer, vice president of communications and marketing at Mercedes‐Benz AG. told Newsweek.
In its traditional form, the CLA is a car that previews the future of Mercedes-Benz. Running on 800-volt architecture, the battery-electric and hybrid sedan is a software-defined vehicle that is connected to the world around it at all times.
Infused with artificial intelligence (AI) technology, CLA is designed to deliver a highly customizable experience for vehicle owners. With above-class computing and appointments, the CLA is positioned to take on BMW's Neue Klasse efforts head-on.
The new, battery-electric version of the Mercedes-Benz CLA will go on sale later this year, followed by the CLA hybrid. Pricing for either model has yet to be announced.
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