Mercedes-Benz Unveils R-Class Grand Sports Tourer

Innovative Marketing Campaign Culminates as R-Class Hits Dealerships

MONTVALE, N.J., Oct. 28 -- The newest star in the Mercedes- Benz line-up is shining this week at Mercedes-Benz dealerships across the country. Simultaneously touring on the Rolling Stones A Bigger Bang concert tour, the highly-anticipated 2006 Mercedes-Benz R-Class is launching at dealerships this week with special events for customers, including an opportunity to get behind the wheel. The R-Class is an all-new vehicle for Mercedes and creates an all-new segment in the automotive marketplace called the Grand Sports Tourer.

With a new segment and a new type of vehicle for Mercedes, the launch of the new R-Class was supported by a marketing campaign that went beyond traditional marketing methods and initiatives. Designed to create awareness and generate buzz, the unique R-Class marketing campaign began over a year and a half ago in anticipation of the vehicle's recent launch and used methods such as internet docufilms and word-of-mouth communication.

Utilizing the Internet

In January 2004, Mercedes launched a dedicated website on 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-Benz's largest and most successful internet promotion, generating nearly two million visitors to the microsite, 100,000 of whom expressed interest in being part of the relationship marketing initiative. Interested visitors were brought to a site where they could customize their own R-Class.

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

In September 2005, Mercedes-Benz began offering prospective car buyers who want to do more than read about a new model, their very own "concierge" who talks to customers about the 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). 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. After several successful weeks, the "avatar" moved to the Edmunds.com homepage on October 24th.

Pre-Launch Events

A brand new Mercedes-Benz, creating a whole new segment, was definitely going to create buzz. To help broaden the word-of-mouth exposure for this vehicle, Mercedes-Benz inaugurated several brand events that blanketed the country.

Starting in August 2005, Mercedes-Benz offered nearly 100 individuals who fit the target profile for the R-Class buyer -- charismatic individuals who are trendsetters and active in their communities -- the opportunity to take a week-long test drive. At the end of each week, the "ambassadors" -- as the company calls them -- invited guests to a party hosted by Mercedes-Benz, where their friends and family could experience the R-Class. Each ambassador party garnered enthusiastic responses from attendees and more positive buzz around the R-Class, resulting in several vehicle purchases.

MBUSA also partnered with Wilson Sporting Goods to hold 47 weekend events at country clubs throughout the United States. The events consisted of R-Class test drives, as well as a tennis clinic and club mixer.

In addition, MBUSA is introducing the vehicle to real estate agents and their customers this month through November through loaning over 50 R-Class vehicles to select real estate agencies nationwide. Each realtor will use the vehicle for three weeks to take clients house hunting.

On Tour with the Rolling Stones

While Mercedes dealers are showcasing the new vehicle today, the R-Class itself has been touring the country as part of the Rolling Stones' A Bigger Bang concert tour since August 21, 2005. The R-Class models are displayed at each concert venue, with musical accompaniment via the vehicle's harman/kardon LOGIC 7(R) sound system. The R-Class also performs as "warm-up" for the band by way of a 60-second video playing on the Jumbotron monitors before the band hits the stage. At the end of the tour, a fully customized 2006 Rolling Stones Edition Mercedes-Benz R-Class, signed by the band, will be auctioned off in spring 2006 for charity.

Embracing Mercedes-Benz Heritage

The television launch spot for the new R-Class called "1886" premiered alongside a flurry of new television shows in September drawing on the company's heritage and its unique position as the maker of the world's first automobile. The 30-second spot creates an imaginary encounter between drivers of the Karl Benz and Gottlieb Daimler era - and the new R-Class.

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 www.mbusa.com.

NOTE TO EDITORS: This story and high-resolution photos can be downloaded from the MBUSA news-media website at http://media.mbusa.com