Mercedes-Benz Takes Its Brand on the Road: C Spot Drive Tour Starts 16-City Road Trip
MONTVALE, N.J., June 4 -- Mercedes-Benz USA (MBUSA) is shifting into overdrive with its largest-ever experiential marketing event called "C Spot Drive Party," a 16-city tour designed to promote the diverse entry-level C-Class model line to younger buyers.
The C Spot Tour starts in Houston on June 6-8. When it culminates in Phoenix Sept. 19-21, the Tour will have given over 40,000 prospective C-Class buyers a thorough orientation to the panache of the Mercedes-Benz brand and first-hand experience with the performance of its products.
According to Michelle Cervantez, vice president of marketing for MBUSA, "Today's C-Class model line is so versatile -- sedans, coupes, wagons, all-wheel-drive and high-performance AMG models -- that we feel we've got something for just about any savvy shopper in this segment. The addition of our new sport sedans for 2003 gives us the perfect combination of performance, style and value that younger buyers are looking for -- with the authenticity of the Mercedes-Benz brand behind them. We find that once people experience these cars, they get a real sense for what it is that makes Mercedes the best overall value and the smart choice."
The events feature the entire C-Class product line of sport sedans, coupes and wagons, which will be on-location for test drives on a variety of challenging courses that simulate real-world driving conditions like sharp, sequential cornering and icy roads. Mercedes-Benz designed the courses to demonstrate the unparalleled combination of performance, handling and safety available throughout the C-Class model line, including its all-wheel-drive system (4MATIC) and the exhilarating acceleration of the C32 AMG performance sedan.
What makes the C Spot event unique, according to Cervantez, is its targeted use of experiential marketing. "Another of our goals in the C Spot Tour is to create awareness and aspiration among future buyers. So what we want to do is to present the C-Class models in their element, so to speak. If you enter the event, look around at the products, services and lifestyle and you feel as though you've stepped into your weekend, then there's probably a Mercedes in your future. That's the message we want to send."
At each C Spot event, attendees will see high impact visuals on huge floor-to-ceiling video projections and preview state-of-the-art technologies, as well as cutting edge design and fashion from partnering corporations such as Saks Fifth Avenue and Design Within Reach. Microsoft will unveil MSN Direct, a new wireless service delivering customized and personalized information to people through a new category of stylish watches.
Other corporations partnering with MBUSA for the C Spot Drive Tour include Coca-Cola/POWERade, Continental Tire, Fine Living, Interactive Health, LG Refrigerators, Mercedes-Benz Credit, SIRIUS Satellite Radio, The Ritz-Carlton and Wilson Sporting Goods. The events are free to those interested in attending, but pre-event registration through the event's web site at www.c-spotdriveparty.com is required on a first-come, first-served basis.
"Previous Mercedes-Benz experiential branding events such as E-MOTION and the AMG Challenge have proven that when consumers can interact with brands on their own terms rather than being talked at through only traditional media, the brand can become integrated into their lifestyle in a more meaningful and personal way," said Cervantez. "With C Spot we've taken this to the next level by working with partner organizations to create a total lifestyle approach."
The C-Class family of sedans, coupes and wagons is one of MBUSA's most popular model lines, recording its best year on record in 2002 with 64,025 C-Class models sold. MBUSA expects to surpass that figure for C-Class sales volume in 2003.
Introduced earlier this year, the C230 Kompressor sport sedan, C320 sport sedan, and the C320 sport coupe were developed with younger buyers in mind and are configured to pique the interest of car enthusiasts. These models were built to deliver the overall performance of a true sport sedan, including a sport-tuned suspension, sport body cladding, aluminum interior trim, seven-spoke 17" wheels with high performance tires, a standard six-speed close-ratio manual transmission and thickly bolstered front sport seats all included as standard equipment on both the C230 Kompressor and C320 sport sedans. This also means a naturally aspirated 3.2-liter V6 for the sport coupe. All of the above is offered at a price point noteworthy on its own: $27,990 for the C230 Kompressor sport sedan, $35,200 for the C320 sport sedan, and $27,300 for the C320 sport coupe. These vehicles join the C-Class price leader, the C230 Kompressor sport coupe which is priced at $24,950. At the other end of the model line range, the C32 AMG, one of the fastest sedans in the world, is priced at $51,120.
The following cities and dates are on the C Spot event tour roster. June 6-8 Houston, Sam Houston Racetrack June 13-15 Dallas, Texas Motor Speedway June 20-21 Atlanta, Atlanta Motor Speedway June 27-29 Miami, Gulfstream Park July 4-6 Tampa, Tampa Bay Downs July 11-13 Washington DC, FedEx Field July 18-20 New York, Shea Stadium July 25-27 Englishtown, Old Bridge Township Raceway Park August 1-3 Boston, Gillette Stadium August 8-10 Chicago, location TBD August 15-17 Denver, Invesco Field August 22-24 Seattle, Port of Seattle August 29-31 San Francisco, Golden Gate Fields Sept 5-7 San Diego, Coors Ampitheater Sept 12-14 Los Angeles, Hollywood Park Sept 19-21 Phoenix, Arizona State Fairgrounds
Mercedes-Benz USA, headquartered in Montvale, N.J., is responsible for the sales, service and marketing of Mercedes-Benz products in the United States. The company has about 320 dealers and employs just over 1,500 employees in 20 locations nationwide. MBUSA sold 213,225 vehicles in the U.S. during 2002, setting the highest sales volume ever in its history for the sixth consecutive record-breaking year.
NOTE TO EDITORS: Accredited news media can click on http://media.mbusa.com for the latest press information and photos on Mercedes-Benz products, sales and marketing.