Auto Cars Benz

The marketing mix comprises all possible communication channels, with online activities in particular playing a key role. Anders Sundt Jensen, Head of Brand Communications for Mercedes-Benz Cars. Is it still a car? The design of the entire campaign is puristic, and features imagery which is both progressive and mildly mystical, but at the same time extremely dynamic. As such print advertising for example, which is being initiated from February 2010, depicts a red Mercedes-Benz SLS AMG striking a powerful pose on grey asphalt against a black backdrop. The adverts will appear in daily newspapers and magazines. The TV advert with Michael Schumacher, the seven-time Formula 1 World Champion and MERCEDES GP PETRONAS driver, tells the story of an unusual experiment: The SLS AMG demonstrates its technical highlights from preparation and test phases to the realisation. The advert will make its debut appearance on 30 January 2010 on all major television channels with a 60-second roadblock, after which it will continue to run as a 45-second spot until the end of March. The vehicle is also to be found on a variety of social media platforms. On top of all this, the campaign also comprises a variety of additional measures - from trade and dialogue marketing activities, right through to exclusive customer events. The gull-wing is not only expected to cause a stir on the roads with its breathtaking performance.

The new C-Class to be launched in spring 2011 is a comprehensive modernisation. The front and rear sections of this bestselling model have a more striking design. Together with the optional, high-resolution colour display in the instrument cluster, the new dashboard with its elegant, grained surface and prominent decorative trim emphasises the premium character of the interior. Fuel consumption has been lowered by up to 31 percent. Efficiency-enhancing measures include new engines, the improved 7G-TRONIC PLUS automatic transmission and the ECO start/stop function. Ten new driving assistance systems ranging from ATTENTION ASSIST drowsiness detection to DISTRONIC PLUS proximity control are now available for this model series. The new-generation telematics include internet access and a 3D navigation display with plastic city views. Dr. Joachim Schmidt, Sales & Marketing Director at Mercedes-Benz Cars. This interior modernisation is supplemented with a new telematics generation that not only includes completely redesigned displays, but also makes onboard internet access available. A total of more than 2000 new components distinguish the latest generation of the Mercedes-Benz C-Class from its predecessor. The C-Class is the highest-selling model series, and therefore of particular importance for Mercedes-Benz.

The front bumper has a more expressive and dynamic contours, the front section being brought closer to the brand's new design idiom. This starts with a more prominent radiator grille surround. The central air intake opens out upwards in a V-shape, forming a visual base unit for the radiator grille. Pronounced side sections extend from the sporty V-shape at the centre of the bumper. Continuing beneath the headlamps, these sections blend into the feature lines along the vehicle flanks, linking the front section with the sides. The side air inlets in the bumper are positioned low down, giving the car a more road-hugging appearance. The Saloon and Estate now have a new aluminium bonnet, which contributes to weight reduction and therefore fuel efficiency. Its contour in the area of the headlamps and radiator grille emphasises the V-shape of the front section more heavily than before. In conjunction with the newly designed headlamps, this gives the front section a more resolute impression.

The shape of the clear-lens headlamps has been modified to create a more dynamic and resolute impression, and to act together with the bonnet, radiator grille and bumper to emphasise the V-shape of the front section. This impression is reinforced by both the exterior form of the headlamps and the interior of the housings. The headlamps show their modernity by precision and an interplay between matt and high-sheen areas. The halogen headlamps are arranged in the classic way, with low beam on the outside, high beam on the inside and the indicators neatly arranged in the outer corner formed with the front wing. If the optional bi-xenon headlamps with the Intelligent Light System (ILS) are specified, the impression of depth is reinforced by a row of lighting modules. A position light with a distinctive C-shape emphasises the night design. Behind it is a cornering light extending to the main headlamp module on the outside.

All three levels are connected by a transverse strip extending through the complete headlamp interior with dark contrasts, shiny areas and matt areas. A visual base in the lower section of the headlamp is formed by a horizontal broadband LED indicator unit. The horizontal LED daytime running lamps in the bumper also make the C-Class unmistakable from a distance. In the case of the rear bumper, the light-catching contours and dividing lines have been modified to emphasise the width of the Saloon and Estate even more strongly. This change is particularly obvious in the more steeply rising course of the side light-catching contours towards the tail lights. A continuous light-catching contour at the upper end of the rear bumper extends into the flanks to connect the rear end with the sides to emphasise the sporty character of the rear aspect. In the facelifted model, the tail lights are even more neatly integrated into the rear section by a continuous covering lens. The characteristic surface meander is now on the inside of the light, and reminiscent of preceding model series.