Mercedes-Benz Dealers Make Final Preparations to 'Fall In Love'; Delivery of Mercedes New 1998 Models Has Begun
18 September 1997
Mercedes-Benz Dealers Make Final Preparations to 'Fall In Love'; Delivery of Mercedes New 1998 Models Has Begun
MONTVALE, N.J., Sept. 18 -- Mercedes-Benz dealerships across
the country are gearing up for the company's largest retail sales initiative
in its history which begins this week. Under the theme "Fall in Love", the
nationwide events will serve as the launch of the 1998 Mercedes model line and
an introduction of the full spectrum of Mercedes-Benz products and services.
This is the largest new product offering Mercedes has ever introduced.
"This is an incredibly exciting time for Mercedes-Benz dealers, customers
and employees. This event has been five years in the making and will lead to
the highest sales volumes in our history," says Mike Jackson, president of
MBNA, "Over the past few years, we have done nothing less than recreate
Mercedes-Benz, and 'Fall In Love' is the point at which we present the 'new
Mercedes' to the marketplace through our dealers. The end result will be a
totally new way of looking at -- and feeling about -- Mercedes-Benz -- right
on the showroom floor."
As final preparations are being made for the over one million customers
and prospects who are expected to visit the Mercedes-Benz showrooms, the new
vehicles -- which include the Mercedes CLK 320 coupe, the E320 wagon, the
new-for-1998 C-Class, and the much-acclaimed ML320 all-activity vehicle (at
light truck franchised dealers) -- are rolling off the transport trucks and
rail lines and into Mercedes-Benz dealerships.
Dealerships are busy organizing fun-filled events such as laser light and
sound shows, live bands, Mercedes-Benz Club vintage car displays -- including
a 300SL Gull Wing coupes, and a Mercedes-Benz/Armani fashion show. Other
dealers are preparing cookouts with the Mercedes-Benz logo frozen in a
heart-shaped ice sculpture, lobster tails on the grille and heart-shaped hors
d'oeuvres. At one dealership, two customers have even arranged to surprise
their spouses with "gifts of love" -- Mercedes-Benz cars -- as wedding and
anniversary gifts.
Beyond special unveiling and open house events, many dealers will be
hosting a variety of instructional and lifestyle clinics focusing on such
areas as classic cars, safety, service, financing/leasing as well as test
drive activities. Because events will vary by location, customers are being
encouraged to stop by or call their local Mercedes-Benz dealership for more
information.
The focal point of the events will be the 1998 product offering which now
consists of eight separate model lines: the mid-size C-Class sports sedans;
the full-size, full-featured E-Class model line, the CLK coupe, the
SLK roadster, the flagship S-Class sedans and CL coupes, the renowned
SL coupes/roadsters and the new M-Class all-activity vehicle.
During "Fall In Love" customers can stop in to see, for the first time,
the newest additions to the Mercedes-Benz family. The stylish CLK320 coupe,
priced at $39,850, is powered by a new generation 3.2 liter V6 engine and a
five speed electronic automatic transmission. The new-for-1998 C-Class, which
has received extensive exterior and interior styling changes in addition to a
new V6 for the C280 will also be unveiled.
Also new is the E320 Wagon which, with an MSRP of $46,500, combines sedan
styling, performance and handling with increased versatility. A new optional
all-wheel-drive system for the E320 sedan and wagon will also be offered.
Unveiled at Mercedes-Benz light truck franchised dealerships during "Fall
In Love" will be the ML320 all-activity vehicle which recently won First Place
in the Car and Driver sport-utility comparison test. The M-Class, at
$33,950 MSRP, is Mercedes' first entry into the sport-utility market and the
first Mercedes ever to be built in the United States. The all-activity
vehicle sets new standards for passenger comfort, handling and safety both
on-road and off.
"The 'Fall In Love' initiative is so much more than a celebration of our
new products and technology," says Jackson, "It is delivering on the
expectations we have created and promises we have made to Mercedes-Benz
customers in our communications to them over the past few years. We have set
the stage for building lifelong relationships with our customers and that's
really What 'Fall In Love' is all about."
Mercedes-Benz sold 90,844 vehicles in the United States during 1996
(an 18 percent increase over the previous year) and plans to break 100,000 in
annual sales volume this year for the first time in its history.
SOURCE Mercedes-Benz
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