MBUSA Appoints Keogh to General Manager, smart USA

Day Succeeds Keogh as General Manager, Corporate Communications

MONTVALE, N.J., Dec. 9 -- Mercedes-Benz USA (MBUSA) today announced the appointment of Scott Keogh to the newly created position of general manager, smart USA, effective January 1, 2004. Replacing Keogh as general manager, corporate communications for MBUSA will be Geoff Day.

As general manager, smart USA, Keogh will report to Dave Schembri, vice president, MBUSA, at the company's headquarters in Montvale, N.J. In this position, Keogh will be responsible for sales, marketing, product planning and retail development. While variations of the smart brand are already available in other countries, the company will be launching a new smart product specifically for the U.S. market in 2006.

According to Paul Halata, president and CEO of MBUSA, "Scott brings to the smart brand marketing, brand strategy and communications expertise from his nine years with MBUSA. He has the combination of abilities required to steer the launch of this extraordinary new brand."

Since joining MBUSA in 1994, Keogh has held a series of increasingly responsible positions within marketing communications. Prior to his most recent position as general manager, corporate communications, Keogh was manager, communication planning and brand development responsible for all strategic brand planning and advertising for MBUSA. Prior positions included pioneering the development and implementation of MBUSA's alternative communications mediums, such as interactive ventures and product placements. He has also worked on marketing assignments in Germany.

Previously, Keogh specialized in corporate and crisis communications for Burson Marsteller, serving clients such as Bacardi, Phillip Morris/Latin America and Owens-Corning for four years. Keogh is a graduate of Hobart College.

Geoff Day

Replacing Keogh as general manager, corporate communications for MBUSA, Geoff Day will be reporting to MBUSA President and CEO Paul Halata at the company's Montvale, N.J. headquarters effective January 1, 2004.

In his new role Day will be responsible for corporate communications strategies and initiatives for the company's U.S. operations, including media relations for product and corporate communications and internal communications. Day also will serve as liaison with the communications teams in the Stuttgart, Germany and Auburn Hills headquarters for DaimlerChrysler.

According to Halata, "Geoff's 18 years of extensive media and corporate communications experience will play a critical role as we expand and grow in the U.S. market."

Day comes to MBUSA from his position as communications director for DaimlerChrysler UK where he was responsible for the strategic and operational development of the press, public relations and event programs for Mercedes- Benz, Chrysler, Jeep and smart brands in the United Kingdom.

Previously, from 1995 - 1999, Day counseled a variety of clients on communications initiatives, including Mercedes-Benz UK, BBC Television and Radio, and other media outlets and corporations based in the United Kingdom.

Day has also held prior positions as working on behalf of the Buckingham Palace Press Office and in the foreign and commonwealth office of the U.K. government. He began his career in journalism working in local radio. Day holds a bachelor's degree in business studies from Napier University in Edinburgh, Scotland.