MUNICH — While Mercedes-Benz has focused on electrifying its flagship cars and SUVs, the German luxury marque is now turning its gunsights on the other end of the product portfolio.

On Sunday at the Munich auto show, Mercedes revealed the Concept CLA Class, a four-door coupe that previews a new “electric-first” platform, underpinning future compact and midsize electric vehicles.

The concept features a drivetrain derived from the Vision EQXX concept, which Mercedes said can drive from New York to Cincinnati on a single charge and is as aerodynamic as a football.

Mercedes and German rival BMW are preparing software-driven vehicle architectures for a new next-generation of EVs to claw back market share from a surging Tesla.

The Austin, Texas, EV juggernaut has negatively impacted Mercedes sales, with the German brand’s lower-priced models taking the brunt of those losses.

“With Tesla dominating the electric vehicle market and the Model 3 taking a large chunk of that volume, Mercedes-Benz needs to attack this market directly,” AutoForecast Solutions Vice President Sam Fiorani said. “Bringing an electric CLA into the market gives Mercedes-Benz, a legacy luxury brand, a head-to-head competitor with the ‘new money’ player.”

The battery-powered CLA aims to poach Tesla’s young, tech-focused consumers.

“There’s a recognition that CLA brings 60 percent new buyers to the brand,” a Mercedes dealer said.

The Mercedes-Benz Modular Architecture will support four entry-level EVs – a coupe, a shooting brake (wagon) and two crossovers.

Mercedes will initially build MMA vehicles at factories in Rastatt, Germany; Keckskemet, Hungary; and Beijing.

The production version of the CLA EV won’t arrive in the U.S. until around mid-decade. But the brand’s retailers got a peek at the vehicle in May.

Dealers described the EV as larger than the combustion engine CLA but with a sleeker profile.

The Concept CLA features a drivetrain with an estimated range of more than 466 miles, based on European testing standards.

A 175-kilowatt electric motor coupled to a two-speed transmission powers the coupe. Power electronics include a silicon-carbide inverter.

The new motor, developed in-house, uses significantly fewer rare-earth metals, Mercedes said.

With electric consumption of about 5.2 miles per kilowatt-hour, the Concept CLA is the new “1-liter car,” Mercedes said, comparing it to the most frugal internal combustion vehicles today.

The MMA architecture supports two battery cell chemistries — a cost-efficient lithium-iron-phosphate battery and a denser silicon oxide anode design.

To reduce weight and boost rigidity, Mercedes uses adhesive, rather than screws, to attach battery cell modules.

The Concept CLA features an 800-volt electric system that can add up to 248 miles of range in 15 minutes, Mercedes said.

The CLA EV and its successors will run a bespoke operating system developed by Mercedes.

MB.OS (Mercedes-Benz Operating System) combines in-house software development with technology collaborations to improve four key areas: infotainment, automated driving, body and comfort, and powertrain systems.

“We are the system’s architects,” Mercedes-Benz Chief Technology Officer Markus Schäfer said at a media and analyst event in February.

The new operating system is built on in-house-developed hardware and software that will access services and content from tech providers. For instance, Mercedes said it will develop a branded navigation system based on in-car data and navigation capabilities from the Google Maps Platform.

The design of the Concept CLA features a shark-nose front end, flared wheel arches and a wide track.

Light bands around the front and rear are reflective chrome when not illuminated.

Mercedes describes the concept’s interior as “tech-infused minimalist elegance” that combines organic materials such as hemp and leather with high-gloss surfaces.

The floor mats are made of bamboo fiber, while the console features recycled polyester upholstery.

Automotive News Europe contributed to this report.