Mercedes-Benz Recognized for Multicultural Marketing

DETROIT, Feb. 8 -- Mercedes-Benz USA (MBUSA) and Footsteps, its agency responsible for ethnic marketing initiatives, were presented with the 2002 Urban ADvantage Award ``Print'' from On Wheels, Inc., a multicultural automotive communications company. The award for the best automotive print ad was presented for Mercedes-Benz's print ad ``What Endures'' at the Sixth Annual Urban Wheel Awards event at the Detroit Institute of Arts.

The ad, featuring a photograph of the legendary Nat King Cole, ran from June through December 2001, following a similar print ad that ran in 2000 featuring Ella Fitzgerald performing in a 40's cabaret with Duke Ellington in the audience. The headline is ``What Endures'' with a body copy text that reads, ``What is good, lasts. Just ask those who have purchased a Starmark Certified Pre-Owned Mercedes-Benz. Each vehicle has undergone a 130+ point inspection and certification. And it includes a comprehensive Starmark Pre- Owned Limited Warranty. For lasting value and performance in perfect harmony, call 1-800-FOR-MERCEDES or visit www.MBUSA.com.'' The ad has run in numerous national publications to support marketing efforts for MBUSA's Starmark program.

``In keeping with our efforts to recognize the importance of multicultural marketing in the automotive industry, we are proud to award Mercedes-Benz and Footsteps for a print ad so memorable and classic that it will surely endure in our minds,'' said Randi Payton, founder of the Urban Wheel Awards, President and CEO, On Wheels, Inc., the parent company to African Americans On Wheels and Latinos On Wheels magazines.

``We're very pleased to have our advertising recognized by an organization like On Wheels,'' said Dave Schembri, MBUSA's vice president of marketing. ``Our product line -- both new and pre-owned -- is the most expansive in the luxury market and we want our advertising to resonate with an equally diverse audience.''

The Urban Wheel Awards, held annually in conjunction with the press preview week of the North American International Auto Show, is the largest and most prestigious event honoring African Americans and Latinos in the automotive industry. Automotive executives, suppliers, dealers, media owners, as well as community and political leaders from around the world were among the 1,000 guests at this year's event which took place on January 9.

Mercedes-Benz and Footsteps were selected as winners of the 2002 Urban ADvantage Award ``Print'' through an online voting process via the On Wheels Inc. website at www.onwheelsinc.com.

Mercedes-Benz USA (MBUSA), headquartered in Montvale, New Jersey, is responsible for the sales, service and marketing of Mercedes-Benz products in the United States. The company sold 206,638 vehicles in the U.S. during 2001, setting the highest sales volume ever in its history.

Headquartered in NYC, Footsteps is a full service advertising and marketing agency which specializes exclusively in targeting the multicultural marketplace. Footsteps is owned by Verdia Johnson and Alvin Gay. Footsteps is part of the DAS/Omnicom Network of Agencies.

On Wheels, Inc., (OWI) a multicultural, multimedia automotive communications company, delivers pertinent news and information about African-American and Latino car culture to consumers and the auto industry. OWI, publishes the award-winning African Americans On Wheels (AAOW) and Latinos On Wheels (LOW) magazines; broadcasts The Driving Force On Wheels car-talk radio show; produces the website www.onwheelsinc.com; hosts the annual Urban Wheel Awards; and pioneers The Edward Davis Education Foundation, its independent nonprofit educational arm.