First view: all-new Mercedes C-Class - Introduction

On the same day that What Car? revealed its Car of the Year 2007, Mercedes-Benz was unveiling what could be one of the major contenders for the 2008 award- the new C-Class.

It's the third C-Class to emerge in 14 years and Mercedes' fourth compact executive saloon, including the 190 range from the 1980s.

This one's different, though. For the first time, Mercedes is openly touting a more sporting image for its smallest saloon. The message is unambiguous: BMW and Audi won't be the only ones fighting for the attention of younger buyers and more enthusiastic drivers.

There'll be two distinct versions in an effort to achieve this. One look targets traditional C-Class buyers, but there's also a more aggressive style aimed at drivers who want something more sporty. On this version, the company's trademark three-pointed star is mounted not on top of the bonnet but set into the grille.