Mercedes-Benz expects a 70 percent conquest rate for the GLA, the brand’s smallest and cheapest SUV.

The GLA joins the A-class hatchback, B-class minivan and coupe-styled CLA sedan in an expanding compact lineup. At 4417mm long, the GLA fits between its main competitors, the Audi Q3 (4390mm) and the BMW X1 (4450mm).

The GLA is noticeably lower than its rivals at 1494mm tall, which gives it a sportier look. Mercedes design chief Gorden Wagener intentionally avoided the boxy look of the larger GLK for the GLA.

”We drew the GLA in a much more round shape for better aerodynamic efficiency and lower fuel consumption,” he said.

Mercedes’ new compact range is key to CEO Dieter Zetsche’s goal to overtake luxury leader BMW and second-ranked Audi in deliveries by 2020.

Last year, Mercedes sold 371,399 A- and B-class and CLA vehicles. The GLA could help to push this number up to 500,000.

Mercedes executives hint that a fifth compact model will launch soon, a CLA Shooting Brake.