Mercedes-Benz India kickkstarts its avant-garde initiatives in 2012

After finishing 2011 on successful note Mercedes-Benz India would like to start the New Year with a range of initiatives to capture the robust growth in luxury segment. It is leveraging the Auto Expo as a platform to kick start its avant-garde initiatives and has encapsulated the entire thought in “mb. Feel it!”

“mb. Feel it!” is a call to experience Mercedes-Benz through various forms and to understand the brand even more closely. There are two fundamental pillars through which Mercedes-Benz India wants to communicate this thought- Exciting new Products and New initiatives like mb. Inspired! and Performance Driving Academy.

Products:

Mercedes-Benz will have the largest display of cars in the luxury segment at the Auto Expo 2012. Spanning across 3600 sq metres, it will showcase 17 cars! The key highlights shall be the “Concept A” which will unleash in India, for the first time, the “New design language of Mercedes-Benz”. It will give people an insight into the future of automobiles. This is also supported by a special exhibit of F- Cell technology which demonstrates cars emitting only water vapor.

Apart from the two new launches, Mercedes-Benz for the first time will display the S 600 Pullman to the public. This car used by heads of states, Presidents and world leaders, is a 4- door armoured vehicle confirming to the highest safety standards.

 New initiatives: mb. Inspired! & Performance Driving Academy

Mb. Inspired!

In a distinct showcase Mercedes-Benz India would be launching mb. Inspired – a unique Initiative which showcases the face of Mercedes-Benz across varied creative fields. mb.Inspired! results in a very personal perspective that reveals new ways of thinking and spreads inspiration.

About mb.Inspired

‘Best or Nothing’ has always inspired Mercedes-Benz and has been the guiding philosophy of the brand. It has inspired Mercedes-Benz in pioneering numerous technological innovations in the automotive domain, which has resulted in benchmarking product offerings from the company’s portfolio, that has won admirations of millions of customers world over and continues to aspire millions more. Mercedes-Benz would be promoting this philosophy in India through the mb. Inspired initiative.

A new vibrant and young India is on the rise and it is driven by youth and their rising aspirations. It’s an India which is fearless in taking risks and doesn’t fear failure. Mercedes-Benz India commemorates these young youth inspirational icons through mb.Inspired! It’s an initiative which synergizes the Mercedes-Benz ethos across various creative, sporting, business and lifestyle universes. The result is a collaborative perspective that fuels new ways of thinking and inspires.

 Mercedes-Benz India will be introducing distinguished personalities like Farhan Akhtar, Chetan Bhagat & Masaba Gupta, as the first entrants to this elite group.

Performance Driving Academy:

Mercedes-Benz India will be starting the registrations for the “AMG Performance Driving Academy” which will be inaugurated on 4th January at the Buddh International Circuit. This will give an opportunity for visitors to know more about this unique initiative. Mercedes-Benz will also display its DTM racing car and the SLS GT3 racing car for the first time ever in India. Select participants will also have the opportunity to experience STAR DRIVE in the Auto expo venue.

Speaking on the initiative Mr. Debashis Mitra, Director, Sales & Marketing, Mercedes-Benz India said “mb. Feel it! is more than a communication tag line. It can be experienced by the customers when they interact with brand Mercedes-Benz during the Auto Expo in forms of future products and technologies showcased, young achievers & our engagement through the performance driving academy. This is in line with our strategy to grow 10 times in 10 years in the Indian market”.