Mercedes Puts Another New Star Into Television Premiere Week

Mercedes Puts Another New Star Into Television Premiere Week

Mercedes-Benz Debuts Advertising Campaign Introducing the R-Class

MONTVALE, N.J., Sept. 19 /PRNewswire/ -- Premiering alongside the flurry of new television shows this week will be a new star of the automotive genre -- the Mercedes-Benz R-Class. The new four-wheel-drive 2006 R-Class -- both a new vehicle from Mercedes and a new category for the luxury market (the Grand Sports Tourer segment) -- combines the best attributes of a sport utility vehicle, a station wagon and a passenger car.

The launch spot for the new R-Class is called "1886" and draws on the company's heritage and its unique position as the maker of the world's first automobile. The 30-second spot creates an imaginary encounter between drivers of the Karl Benz and Gottlieb Daimler era -- and the new R-Class. "We wanted to get across that this isn't just another variation on a theme -- this is the newest thinking from a brand that has been shaping, reinterpreting and innovating the luxury automotive arena for over a century," said Scott Keogh, general manager, marketing communications for Mercedes-Benz USA (MBUSA).

National advertising for the campaign, which was created by MBUSA's lead agency Merkley + Partners (New York), begins tonight in spot markets and will reach full schedule at the end of the month and into October as Mercedes-Benz dealers across the country receive the new R350 and R500. The commercial "1886" begins airing this week in the top 25 R-Class markets during the season premieres of top-rated, primetime shows: Lost, Grey's Anatomy, Boston Legal, Desperate Housewives, CSI, CSI Miami, CSI New York, Law & Order SVU, Law & Order Criminal Intent, West Wing, ER, Two and a Half Men, Crossing Jordan, Alias, Amazing Race, Without A Trace and Numb3rs.

Four weeks of national cable advertising will begin on September 26 on top-rated news networks such as FOX, CNN and MSNBC as well as on various lifestyle networks. Print advertising will run in USA Today, New York Times and the Wall Street Journal. Magazine advertising will begin in October in automotive, newsweeklies, technology, home and travel magazines.

National advertising is complemented by regional executions (broadcast, print, radio and outdoor) which underscore the unique style, versatility and performance of the R-Class (e.g. "Imagine the Car You Have to Drive is Actually the Car You Want to Drive"). The marketing initiative in support of the new R-Class launch also includes interactive relationship marketing, collateral materials and ongoing brand experience marketing initiatives.

"Be OuR Guest" Drive-to-Web Sweepstakes

Viewers of the eagerly awaited ABC season premieres of Lost (9/21), Extreme Makeover: Home Edition (9/25) and Desperate Housewives (9/25) in the top fifteen markets will get a chance to view "1886" and be invited to enter the "Be ouR Guest" sweepstakes. In addition, a 30-second vignette promoting the R-Class and the sweepstakes will air during ABC's morning and evening newscasts from September 19 through October 2.

Prizes include: Grand Prize: Concierge level getaway for two at a Ritz-Carlton hotel with the use of an R-Class. First Prize: Two 45-inch Sharp Aquos HDTVs. Second Prize: Three 37-inch Sharp Aquos HDTVs.

Great Journeys

A multi-platform media sponsorship with National Geographic called "Great Journeys" combines television programming with online and print components in a drive-to-web sweepstakes offering consumers a chance to enter and learn more about the R-Class. One winner and a guest will tour the Santa Fe, New Mexico area in a new R-Class accompanied by a world renowned National Geographic photographer.

From Concept to Production

Because the R-Class is a new vehicle and a new segment for Mercedes-Benz, the company began talking to current and prospective owners over the past year and a half. In January 2004, Mercedes launched a dedicated website on http://www.mbusa.com/ and implemented a relationship marketing campaign for prospective customers. In the months that followed, content was updated to allow customers and prospects to follow the development of the R-Class from concept to production via featured photos, videos, testimonials, four docufilms and a build-your-own capability.

The R-Class website -- from microsite to integration into MBUSA.com -- is Mercedes' largest and most successful internet promotion, generating nearly two million visitors to the microsite, 100,000 of whom expressed interest in being part of the relationship marketing initiative.

Today the site features a 360 degree view of the car, as well as interior and night views. The site highlights key product attributes in the areas of design, space comfort and performance.

The R-Class

The Mercedes-Benz R-Class luxury vehicle is an entirely new type of Mercedes-Benz and a brand new way for six adults to travel. The new R-Class combines the distinct advantages of several disparate vehicles -- the sure-footedness of a permanent four-wheel-drive sport utility vehicle, the performance and comfort of a fine sports sedan and the versatility of a luxury wagon. Innovative design and useful technology now make possible an automotive decathlete -- a vehicle that can excel at an unprecedented range of owner needs.

Suggested pricing for the R-Class line begins at $48,775 for the R350, powered by a 3.5-liter, 268-horsepower V6 engine. The R500 is fitted with a 5.0-liter V8 producing 302 hp. Both models come with a seven-speed automatic transmission and full-time four-wheel drive. The basic vehicle is loaded with standard equipment such as eight-way power front seats, leather seat inserts, birds-eye maple interior trim, split 2nd and 3rd row seats, load-leveling suspension and rain sensing wipers.

About Mercedes-Benz

Mercedes-Benz USA (MBUSA), headquartered in Montvale, New Jersey, is responsible for the sales, marketing and service of all Mercedes-Benz and Maybach products in the United States. In 2004, MBUSA achieved an all-time sales record of 221,610 new vehicles, setting the highest sales volume ever in its history and achieving 11 consecutive years of sales growth. More information on MBUSA and its products can be found on the Internet at http://www.mbusa.com/ and http://www.maybachusa.com/ .

Source: Mercedes-Benz USA

CONTACT: Donna Boland, +1-201-573-6893; or Nicole Patzer, +1-201-573-2799; or Toll-Free 888-MBNEWS-1

Web site: http://www.mbusa.com/

NOTE TO EDITORS: Print ads and high-resolution video can be downloaded from the MBUSA news-media website at http://media.mbusa.com

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