Mercedes Launches New Interactive Online Campaign on Leading Automotive Research Site

Innovative and Groundbreaking Technology Features New R-Class on Edmunds.com

MONTVALE, N.J., Sept. 26 -- Today, for car buyers who want to do more than read about a new model, Mercedes-Benz is offering a "concierge" to show them its all-new R-Class model on Edmunds.com, one of the top-ranked sites for new model information.

Using Sequential Animated Media (SAM) technology, visitors to Edmunds.com receive a personal, interactive and guided introductory tour (by a human-form concierge) to the newest member of the Mercedes family. The innovative application, which is the first use of an over-the-page tour guide on a third- party website, was created by Critical Mass, Calgary Alberta, Canada which handles interactive marketing for Mercedes-Benz USA (MBUSA).

"The idea is to deliver information in a way that is both engaging to the viewer and utilizes the innovative experiential communication that appeals to the tech-savvy buyer of our new R-Class," said Carol Goll, general manager, brand experience marketing for MBUSA.

SAM Technology

The advancement of SAM technology allows the user to receive an audio- visual guided tour of the R-Class, highlighting the R-Class attributes which set it apart from SUVs, wagons and cars. After clicking one of the banner ads strategically placed throughout the Edmunds.com site, a tour guide character -- or "avatar" -- walks onto the user's screen over the web page content, as if the user had entered a dealer showroom and requested a demonstration.

The R-Class messaging content delivered to the viewer is tailored to his or her exact location on the site (New Car Category page, Luxury Category page, SUV Category page or Model Overview page) and on-site behavior, creating a personalized experience delivering vehicle information in a genuine format. If a user reviews all of the R-Class details and still wants to learn more information, he or she can link to the R-Class microsite at MBUSA.com.

The R-Class online initiative complements a national advertising campaign that launched last week in spot markets across the country and will reach full schedule at the end of the month and into October as R350 and R500 vehicles arrive at Mercedes-Benz dealerships nationwide. The launch spot titled "1886" draws on the company's heritage and its unique position as the maker of the world's first automobile. In addition to national and local television advertising, R-Class print advertising will run in USA Today, The New York Times and the Wall Street Journal. Magazine advertising will begin in October in automotive, newsweeklies, technology, home and travel publications. There will also be additional online advertising on kbb.com (Kelley Blue Book), msn.com and cars.com, among others.

Edmunds.com

"On our own website -- MBUSA.com -- people know where they are and how to get the information they're looking for. On third-party sites, where many car buyers go for all-in-one information on the automobiles they're interested in, all that information can be a little overwhelming. The 'avatar' facilitates that process for people interested in the R-Class," said Goll.

MBUSA chose Edmunds.com to host the SAM application because of the site's capability and its reach. Edmunds.com is considered one of the most useful automotive research websites among automotive Internet users, with 4.3 million monthly users. A typical Edmunds user is on the site an average of 20 minutes per month, intends to purchase a new vehicle, and is between the ages of 25-54 -- the identified R-Class target audience.

"Mercedes-Benz's new 'live action' campaign is innovative and clever, and takes full advantage of the interactivity of the internet," stated Mike Darrow, Edmunds.com's executive vice president of sales. "Implementing this technology is a first for us, and, in truth, I believe it to be the first partnership of its kind. It is very likely to raise the appeal of the R-Class among Edmunds.com site visitors as researching that vehicle will become especially convenient and engaging."

Potential Buyers Accompany R-Class From Concept to Production

Since the R-Class is a new vehicle representing a new segment for Mercedes-Benz, MBUSA has been talking to its current and prospective owners about the R-Class over the past year and a half in anticipation of the vehicle's introduction. In January 2004, Mercedes-Benz launched a dedicated website on http://www.mbusa.com/ and implemented a relationship marketing campaign for prospective customers. In the months that followed, content was updated to allow customers and prospects to follow the development of the R- Class from concept to production via featured photos, videos, testimonials, four docufilms and a build-your-own capability.

The R-Class website -- from microsite to integration into MBUSA.com -- is Mercedes' largest and most successful internet promotion, generating 2.2 million unique visitors to the microsite, 100,000 of whom expressed interest in being part of the relationship marketing initiative.

Today the site features a 360-degree view of the R-Class, as well as interior and night views. The site also highlights key product attributes in the areas of design, space, comfort and performance.

The R-Class

The Mercedes-Benz R-Class luxury vehicle is an entirely new type of Mercedes-Benz and a brand new way for six adults to travel. The new R-Class combines the distinct advantages of several disparate vehicles -- the sure- footedness of a permanent four-wheel-drive sport utility vehicle, the performance and comfort of a fine sports sedan and the versatility of a luxury wagon. Innovative design and useful technology now make possible an automotive decathlete -- a vehicle that can excel at an unprecedented range of owner needs.

Suggested pricing for the R-Class line begins at $48,775 for the R350, powered by a 3.5-liter, 268-horsepower V6 engine. The R500 is fitted with a 5.0-liter V8 producing 302 hp. Both models come with a seven-speed automatic transmission and full-time four-wheel drive. The basic vehicle is loaded with standard equipment such as eight-way power front seats, leather seat inserts, birds-eye maple interior trim, split second and third row seats, load-leveling suspension and rain sensing wipers.

About Mercedes-Benz

Mercedes-Benz USA (MBUSA), headquartered in Montvale, New Jersey, is responsible for the sales, marketing and service of all Mercedes-Benz and Maybach products in the United States. In 2004, MBUSA achieved an all-time sales record of 221,610 new vehicles, setting the highest sales volume ever in its history and achieving 11 consecutive years of sales growth. More information on MBUSA and its products can be found on the Internet at http://www.mbusa.com/.

Accredited journalists and editors can access press materials by registering at http://www.media.mbusa.com/ and http://www.media.maybachusa.com/.