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For Mercedes-Benz Dealers, Celebration Comes Early

14 October 1998

New Year's Eve in October? For Mercedes-Benz Dealers, Celebration Comes Early

    MONTVALE, N.J., Oct. 14 -- Mercedes-Benz dealers across the
United States are celebrating New Year's Eve early this year.  Under the
theme, "New Year's Eve," Mercedes-Benz dealers will hold events commencing
this week to ring in the arrival of the 1999 Mercedes-Benz new-model line and
introduce the full spectrum of Mercedes-Benz products and services.
    "Actually, the 'New Year's' theme is significant not only because it marks
the arrival of the most exciting and diverse product line we've ever had, but
also because from January through September, 1998, we surpassed our entire
1997 annual sales volume, making Mercedes-Benz the number one luxury nameplate
in America," said Joe Eberhardt, vice president of marketing.
    During the "New Year's Eve" celebration, nearly one million customers and
prospects are expected to visit Mercedes-Benz showrooms to view the 1999 model
line which includes such new models as the Mercedes CLK320 Cabriolet, the V-8
powered CLK430 Coupe, the all-new ML430 sport utility vehicle (at light truck
franchised dealers), and the C230 Kompressor sports sedan.  Also highlighting
the 1999 model line is the SL roadster with enhanced performance and styling
features and the SLK, now available with manual transmission.  Starmark, the
company's new Mercedes-Benz certified pre-owned vehicles program, will also be
showcased.
    Beyond special unveiling and open house events, many dealers will be
offering test-drive activities as well as hosting a variety of instructional
and lifestyle clinics providing consumer information on such areas as classic
cars, safety, service, and financing/leasing seminars.  Because events vary by
location, customers are being encouraged to stop by or call their local
Mercedes-Benz dealership for more information.
    Adding to the excitement will be the "New Year's Eve Sweepstakes."
Entries will be available at all participating dealers throughout the nation
and the sweepstakes is open to everyone -- no purchase is necessary.  On
December 18, 1998, one lucky winner will receive a 18K gold Pasha watch from
Cartier, while another winner will receive a 6-day, 5-night trip for two to
the Sundance Film Festival in Park City, Utah.  Three additional winners will
each receive a $5,000 gift card to be used at any Neiman Marcus location.  The
grand prize will be a brand new 1999 Mercedes-Benz CLK320 Cabriolet.
    "New Year's Eve" will be supported by a national advertising campaign
throughout the month of October including major national newspapers such as
The Wall Street Journal and USA Today; radio; cable; and national television
spots on such shows as "ER" and "Chicago Hope."
    "'The New Year's Eve' initiative is so much more than a celebration of our
new products and technology," said Eberhardt.  "It's delivering on the
emotions and expectations we have created in the process of building enduring
relationships with our customers and inviting new people to try the
unparalleled Mercedes-Benz experience."
    Mercedes-Benz has sold 124,485 vehicles in the United States during the
first nine-months of 1998 -- a 55.7 percent increase over the 79,943 vehicles
sold during the first nine-months of 1997.