Mercedes-Benz is on an offensive this year. In addition to the usual channels of marketing, Mercedes-Benz goes a step further with its StarDrive experience. The StarDrive experience is something Mercedes Benz calls ‘experiential marketing’. This allows potential customers to engage with the brand in ways previously not possible until you actually owned a Mercedes Benz.
The stars at the Star Drive are the ML-Class and the GL-Class and the flagship sedans, C-Class and E-Class. Mercedes Benz demonstrates the capabilities of these vehicle in critical road situations in a simulated, safe and controlled environment. Participants are introduced to the Pro-Engineering Package, Airmatic Package, 4ETS, Downhill Speed Regulation (DSR) etc. during the driving program. Participants will also be able to soak up the B-Class, the SLK-Class and the E-Class Cabriolet which will be on display.
The StarDrive experience is conducted in association with Daimler Financial Services and Mobil 1. More than 8000 participants are expected to experience StarDrive this year in various cities including Ahmedabad, Gurgaon, Hyderabad, Calicut, Pune, Mumbai and more.
Speaking at the inauguration of this initiative, Manas Dewan, General Manager, Corporate Communications, Mercedes-Benz India commented, “The StarDrive Experience which is in its fourth year is Mercedes-Benz India’s one of most successful and avant-garde marketing engagement. The overwhelming popularity of StarDrive Experience over the years is a testimony to the fact that Mercedes-Benz customers are fascinated by the brand experience of the Three Pointed Star. 2013 is the year of offensive by Mercedes-Benz and fascinating brand experience to customers is a key element in that offensive. We started the year on a very positive note and through various benchmarking engagements like StarDrive Experience, we expect to keep the momentum going throughout the year.”
Raymond Wong, CEO – ExxonMobil Lubricants Private Limited, India, the sponsor partner for this event, said: “We have always felt privileged for holding on to a strong association with Mercedes Benz. Through Mercedes-Benz StarDrive Experience, we are aiming to deliver the participants a unique driving experience through various tough simulations to showcase the power, agility, unparalleled safety features and engineering technology of these cars. ExxonMobil provides Mercedes-Benz with Mobil 1 lubricant technology, expertise and support to develop next-generation lubricants for car engines and gearboxes. The world’s leading synthetic motor oil brand, Mobil 1, features anti-wear technology that provides performance beyond conventional motor oils and exceptional protection against engine wear, under normal or even some of the most extreme conditions. Mobil 1 flows quickly in extreme temperatures to protect critical engine parts and is designed to maximize engine performance and help extend engine life.”
Mr. Sidhartha Nair, Managing Director, Daimler Financial Services India, commented, “Mercedes-Benz StarDrive Experience is a memorable customer experience which showcases the technological prowess of Mercedes-Benz cars & proves its leadership in high-end automotive technologies. StarDrive provides the opportunity for customers to experience the DNA of Mercedes Benz cars – sporty, safety, innovative technology, comfort and performance. Mercedes-Benz Financial is pleased to be associated with this initiative.”