Mercedes-Benz USA Offers Clients a Unique Driving Experience
21 March 2000
Mercedes-Benz USA Offers Clients a Unique Driving Experience; Ten-City Tour of Ride and Drive EventsMONTVALE, N.J., March 20 Mercedes-Benz USA kicked off its ten city-tour of ride and drive events for the model year 2000 M-Class in Los Angeles March 3, welcoming over 1,000 enthusiastic participants who experienced a multitude of driving "thrills." The M-Class power trip provides a hands-on setting for current and prospective clients to put a Mercedes-Benz M-Class through its paces in a casual, yet interactive and entertaining way. Following Los Angeles, the M-Class Power Trip continues throughout the spring in markets across the country and concludes in May (see schedule attached). Each event, which takes place Friday through Sunday, consists of three sessions per day, for a total of 1,000 - 2,000 participants per event. "Providing a spine-tingling, hands-on, fully interactive event gives participants the opportunity to experience for themselves the superb performance and handling of the M-Class line -- the ML320, ML430 and high performance ML55 AMG," said Ken Enders, vice president of marketing, MBUSA. "Not only will participants be able to test drive these vehicles on-and-off road, but they'll be able to compare them to current competitor models." Participant response has been overwhelmingly enthusiastic. "The event was very impressive. It's far beyond a test drive, and it really shows the capabilities of the vehicle. I'm sold, and I don't even need to test drive another [M-Class] after this," said Sherri Green, of Marina Del Rey, Calif. Larry Davis, a late model Mercedes-Benz coupe owner from Los Angeles had this to say, "It was awesome. This was like FAO Schwarz for adults!" A multi-faceted direct mail campaign has been utilized to attract and invite attendees. Most participants receive traditional mailed invitations, while some will be invited electronically via e-mail. Mercedes-Benz retailers have also been given the opportunity to invite current and prospective clients. All invitees are encouraged to register online at an MBUSA password protected microsite. Driving Excitement The driving portion of the program has three specially-designed driving courses, which give participants nearly two hours of drive time. Course #1, the Learn & Drive Course, allows participants to take a demonstration drive a choice of either a ML320, ML430 or ML55 AMG on a track that consists of steep curves, falling rocks, a winding mountain road, slalom, pop-up obstacles, sweeping curves and avoidance maneuvers. The Learn & Drive course also allows participants to test the ABS braking system and full throttle acceleration. On course #2, the Offroad course, participants drive any/all Mercedes-Benz M-Class vehicles on a track that consists of sweeping curves, avoidance maneuvers, 4WD soft sand maneuverability, tight curves, whoop-de-doos, a river rock road, an expansion joint washboard road, a landslide mountain, speed bumps, U-turns, and a mountain climb. The most thrilling course consists of a Hot-Lap Course, which involves partnering participants with a pro-driver in a high-performance ML55 AMG. To capture the thrill, participants are video taped by three "lipstick" cameras, small-scale video cameras, which are strategically placed inside the SUV to capture the participants and the driving environment inside the vehicle and on the course. Each tape, which also contains information on the ML55 AMG, will be given as a "take away" to participants. Partner Demonstrations Inside the Star Pavilion, participants can browse interactive product demonstrations from various Mercedes-Benz partners such as Bose Radio, Mercedes-Benz Credit Corp., Mobil Oil, Dunlop Tires and TearDrop Golf (which is providing on onsite putting green at the event). Technical information on the M-Class is provided, as well as hors d'oeuvres and refreshments. Also on display, the full 2000 Mercedes-Benz product lineup; an ML320 Starmark vehicle (the Mercedes-Benz pre-owned program); and a FedEx Series Championship race car. Product Demonstrations Running concurrently with the test drives are product demonstrations such as the Frame Twister, Mercedes Mountain and One Wheel Traction Demonstrations which show the M-Class's 4WD control over its competitors. All demonstrations illustrate the M-Class competitive advantage over such models as the BMW X5, Lexus RX300 and Toyota Land Cruiser. According to the attendees, the Hare & Hound demonstration, a slalom competition between the ML55 AMG and Porsche Boxter, has been one of the most popular events. Mercedes-Benz partnered with AMCI, a full-service automotive marketing consulting firm and provider of driving events since 1981, to design and administer the M-Class Power Trip. AMCI has offices in Los Angeles, San Diego, New Jersey, Detroit and Rome, Italy. M-Class Power Trip Driving Event Schedule: San Francisco, March 10 - 12, Alameda Naval Air Station San Diego, March 17 - 19, Qualcomm Stadium Dallas, March 31 - April 2, Atlanta Motor Speedway Miami, April 7 - 9, Gulfstream Park Washington, D.C., April 14 - 16, FedEx Field (Formerly Jack Kent Cooke Stadium) Philadelphia, April 28 - 30, Philadelphia Park Chicago, May 5 - 7, Soldier Field New York, May 12 - 14, Nassau Coliseum