Mercedes-Benz launches celebrity-studded SUV campaign

Mercedes-Benz is launching a visually stunning, celebrity-studded storytelling campaign to spotlight its SUV family, which is being completely revamped this year and expanded to include six models. The campaign is to accompany the market launch of the new GLE, GLE Coup� and GLC vehicles. At the same time the 360� campaign positions Mercedes-Benz as the brand with the broadest selection of SUVs in the competitive environment. The campaign aims to accentuate this under the overriding claim "At home in every terrain". Each vehicle is therefore shown as part of the family group. While different landscapes in the print motifs emphasise the character of the different models, the TV ad shows the world of each SUV in conjunction with a celebrity ambassador. These are professional surfer Garrett McNamara, top model Petra N?mcov�, Formula 1 World Champion Lewis Hamilton, show jumper Meredith Michaels-Beerbaum and adventurer Mike Horn.

"We are consciously adopting a new approach for the SUV campaign. Instead of advertising individual vehicles separately, we are presenting the entire family of Mercedes off-roaders. We will be telling exciting stories and creating emotional visual worlds which show each vehicle in its perfect environment � always flanked by the other family members. At the same time the campaign will familiarise people with our new SUV nomenclature," explains Dr Jens Thiemer, Vice President Marketing Mercedes-Benz Passenger Cars. "The overall campaign conveys the characteristics that distinguish our SUVs: effortless superiority, confidence and poise."

TV ad: five celebrities and five SUVs in their element

The TV ad tells how familiar celebrities master different challenges, accompanied by their SUV: professional surfer Garrett McNamara in the GLA, Formula 1 World Champion Lewis Hamilton in the GLE Coup�, show jumper Meredith Michaels-Beerbaum in the GLE, top model Petra N?mcov� in the GLC and adventurer Mike Horn in the G-Class. End of the year the GLS will also get a prominent counterpart. Each celebrity is shown pursuing his or her own passion � for example Garrett McNamara is seen big wave surfing and Petra N?mcov� at a fashion shoot. Each will be supported by their vehicle, which also appears very much at home in this environment. The ad ends with the G-Class, the original Mercedes-Benz cross-country vehicle. In an impressive closing shot all of the SUV models are lined up alongside the G-Class, emphasising the fact that they carry the same genes as the legendary cross-country pioneer. The TV ad is available in various lengths, ranging from ten to 60 seconds and, depending on market requirements, can be used with a different line-up. In Germany the TV ad will be broadcast from 23 August 2015.

Web special: off-road with the brand ambassadors

The personal stories that the TV ads tell are to be continued and expanded in a web special, available at https://www.mercedes-benz.com/suv. Users select their favourite brand ambassador/SUV team. They are then shown more detailed pages which provide an insight into the fascinating life story of this particular celebrity. In video interviews they get to know Lewis Hamilton, Mike Horn or Meredith Michaels-Beerbaum and their professions better and learn what spurs them on. At the same time the user discovers detailed highlights of the relevant Mercedes-Benz SUV. They learn why it is the ideal vehicle for the brand ambassador's lifestyle and passion. Each portrait ends with the celebrity giving their personal thoughts about the future.

Print ads: positioning of the vehicles against different landscapes

The visual concept of the print motifs focuses on different landscape images to showcase the various SUV models. Architecture and environment plus distinctive colour palettes emphasise the character of each vehicle. For example the new GLE is staged on fine gravel by a mountain pass. The sun's rays bathe the green of the landscape in a warm light. The horizon sinks away into the distance below, providing an unobstructed view of a wide expanse of lake. By way of contrast, the new GLC appears in an urban environment. To emphasise the vehicle's off-road capability, the city is made to resemble off-road terrain. For example the vehicle is parked at the highest point of an urban ravine or on the slopes of a steep road - always surrounded by contemporary architecture. Each model is shown in a different natural or urban setting in keeping with the specified target group. The print campaign will appear in newspapers and magazines across Germany between end of August and November.

Mercedes-Benz's creative agency Jung von Matt is responsible for designing and realising the storytelling campaign.

Web special films:

Mike Horn and the Mercedes-Benz G-Class:
https://www.youtube.com/watch?v=3YYt0JCq19c

Garrett McNamara and the Mercedes-Benz GLA:
https://www.youtube.com/watch?v=6OSBpK660Bk

Petra N?mcov� and the Mercedes-Benz GLC:
https://www.youtube.com/watch?v=qPStC-nrdI0

Meredith Michaels-Beerbaum and the Mercedes-Benz GLE:
https://www.youtube.com/watch?v=UlPxo8F8qgk

Lewis Hamilton and the Mercedes-Benz GLE Coup�:
https://www.youtube.com/watch?v=InEe50cZPRQ

TV ad:
https://www.youtube.com/watch?v=5Ax45-TDVbM

Credits: Daimler AG

Copyright � 2015, Mercedes-Benz-Blog. All rights reserved.

Mercedes-Benz starts 2015 with record sales

Mercedes-Benz Cars kicks off in 2015 with record sales across all three main automotive brands of the company - Mercedes-Benz, Mercedes-AMG and smart. The division sold 125,865 in the first month of the year. The sales figures did a particularly good performance in the USA, China and Germany, where the combined growth reached almost 10%. The top performers were the new C-Class in its two declinations, the luxury limousine S-Class, as well as the compact lineup consisting of the A-, B-, CLA- and GLA-Class. The newly revamped smart portfolio, which got its market launch back in November 2014, posted an impressive boost of near 30% year-to-date (YTD), thus paving the way to a strong performance in the future for the city car brand of Mercedes-Benz Cars. For more information, check out the press release posted below.

OFFICIAL PRESS RELEASE

- Best start of the year in the company's history for Mercedes-Benz with 125,865 vehicles sold in January (+13.6%)

- Ola K�llenius, Member of the Board of Management of Daimler AG, responsible for Mercedes-Benz Cars Marketing & Sales: "We have started the 'year of the SUVs' at Mercedes-Benz with a sales increase of 37% in this segment."

- Increase of unit sales in all core markets, record sales in the two biggest markets USA (+8.9%) and China (+14.5%), strong growth in Germany (+11.4%)

- Over 50% more deliveries of C-Class Sedans and Estates than in the same month of the previous year

- smart increases unit sales with new models by nearly 30% compared to the previous year�s month; growth of over 60% in Germany.

Stuttgart, Germany, Feb 06, 2015 � Mercedes-Benz follows up on the success of the previous year and has started 2015 with record sales of 125,865 vehicles. Thus, 13.6% more Mercedes-Benz models were sold than in the same month of the previous year. In January, smart also posted a solid sales growth of 29.9%.

"We have started the 'year of the SUVs' at Mercedes-Benz with a sales increase of 37% in this segment", said Ola K�llenius, Member of the Board of Management of Daimler AG, responsible for Mercedes-Benz Cars Marketing & Sales. "In 2015 we will continue last year�s momentum with new products across all segments: in the high-end with the Mercedes-Maybach S 600 and in the microcar-segment with the new smart fortwo and smart forfour, which are highly popular among our customers. January unit sales of the new smart models increased by nearly 30% in comparison to the previous year�s month."

The European market continues to develop positively for Mercedes-Benz with a 14.5% sales increase to 47,693 vehicles. Particularly high growth rates were achieved in the UK (+20.4%), Italy (+16.3%), Spain (+47.4%) and France (+22.1%). In the toughly competitive German market, 11.4% more vehicles were sold than in the same month of the previous year (15,503 units), and additional market shares were gained. Mercedes-Benz is thus expanding its market leadership among the premium manufacturers in the domestic market.

In the NAFTA region, a total of 27,621 models were sold (+9.6%) � more than ever before. With sales of 24,619 vehicles, a sales record was achieved in the USA (+8.9%). A new record was also posted in Canada with a sales increase of 8.2%.

The Asia-Pacific region achieved a sales record of 46,269 vehicles (+16.4%), of which 28,080 Mercedes-Benz models were delivered to customers in China (+14.5%). A sales record was posted not only in China but also in Japan, where Mercedes-Benz holds the market leadship among the premium manufacturers.

In contrast to the general market forecast, Mercedes-Benz unit sales in Russia were up by 16.2% in January. However, it remains to be seen how the difficult economic situation will affect Mercedes-Benz sales in Russia during the rest of the year.

The compact cars of Mercedes-Benz continue to enjoy great popularity, which enabled a 24% sales increase in January. A total of 33,719 customers received their new A-, B-, CLA- and GLA-Class vehicles in January. The CLA Shooting Brake, which is the fifth member of the compact car family, will celebrate its market launch in March.

The C-Class Sedan and Estate were particularly successful in January. Sales of the two models are over 50% higher than in the same month of the previous year. Overall, some 31,959 C-Class Sedans and Estates were handed over to customers.

At the beginning of the year, the S-Class did not only win the hearts of "auto, motor und sport" readers, who voted the model as the best car in the luxury class. Unit sales of the best-selling luxury automobile in the world climbed by 9.2% to a new record high of 8,111 units.

The SUV boom has led to a 37% sales growth in this segment. The GLK- as well as the GL- and G-Class posted new sales records in January.

The new smart models launched in November 2014 are enjoying an excellent reception from customers. In January, unit sales increased to 8,457 smart fortwo and forfour models, which marks a 29.9% increase compared to the previous year�s month. Sales on the German domestic market grew by more than 60%.

Overview of sales by Mercedes-Benz Cars

Source: Daimler AG

Copyright � 2015, Mercedes-Benz-Blog. All rights reserved.

The new Mercedes-Benz S 500 PLUG-IN HYBRID: Efficiency = Performance

The new Mercedes-Benz S 500 PLUG-IN HYBRID blends an ultramodern hybrid drive configuration with the unique innovations and the luxurious equipment and appointments of the S-Class. The luxury saloon with a long wheelbase impresses with exceptional dynamism and efficiency. Thanks to standard pre-entry climate control it also offers unique climate comfort. The first certified three-litre luxury saloon in the world is a further milestone on the road to emission-free mobility. The first S 500 PLUG-IN HYBRID cars go to the customers this month.

"The S 500 PLUG-IN HYBRID is the first luxury saloon with the performance of a V8 and the fuel consumption of a compact model. The greatest challenge in this is to translate efficiency into superior performance. In this respect there is a highly interesting parallel with our successful Formula 1 racing car, which likewise has a turbocharged V6 engine and a high-tech hybrid drive," says Prof. Dr. Thomas Weber, member of the Daimler Board of Management responsible for Group Research and Mercedes-Benz Cars Development.

"The new S 500 PLUG-IN HYBRID offers our customers the entire range of innovations that make our new S-Class so successful, and thanks to its intelligent operating strategy ensures outstanding driving pleasure and dynamism combined with the highest efficiency. Moreover, it allows completely emission-free driving for up to 33 km," adds Ola K�llenius, Executive Vice President Sales and Marketing Mercedes-Benz Cars.

The Mercedes-Benz S 500 PLUG-IN HYBRID offers a system output of 325 kW and 650 Nm torque, sprints from 0 to 100 km/h in just 5.2 seconds and can drive up to 33 km purely electrically. The certified consumption is 2.8 litres/100 km, which corresponds to 65 g CO2/km emissions. Key elements of this impressive output are the V6 biturbo and the intelligent hybrid drive.

Following the S 400 HYBRID and S 300 BlueTEC HYBRID, the S 500 PLUG-IN HYBRID is the third hybrid model in the new S-Class. Its new high-voltage lithium-ion battery with an energy content of 8.7 kWh can be externally recharged via the charging socket in the right side of the rear bumper.

All three hybrid S-Class models have environmental certificates. These document the models� environmental performance from development through to recycling, across the entire lifecycle, and the performance is certified to internationally recognised standards by independent experts. Regarding CO2 emissions the certificate of the S 500 PLUG-IN HYBRID states: "Over the entire lifecycle, comprising manufacture, use over 300,000 kilometres and recycling, clear advantages result compared with the S 500. External charging with the European electricity mix can cut CO2 emissions by some 43 percent (35 tonnes). Through the use of renewably generated hydroelectricity a 56 percent reduction (46 tonnes) is possible."

The hybrid transmission is based on the 7G-TRONIC PLUS 7-speed automatic transmission. The plug-in-hybrid system in the S-Class is based on the Mercedes-Benz parallel hybrid modular system. The common system-specific feature is the additional clutch integrated between combustion engine and electric motor. On the one hand, it decouples the combustion engine during purely electric operation; on the other hand, if the combustion engine is employed it affords the possibility to move off drawing on the performance of a wet start-up clutch. The clutch then substitutes for the torque converter and requires no additional space owing to its complete integration in the torque converter housing.

In order to strengthen the customers' trust in the new, innovative plug-in drive technology, for the S 500 PLUG-IN HYBRID Mercedes-Benz is for the first time issuing a certificate and thus a promise to perform for the high-voltage battery and plug-in components (e.g. electric motor and power electronics). This ensures that every technical malfunction within a period of six years after initial delivery or registration, or up to a mileage of 100,000 kilometres, is corrected by Mercedes-Benz.

Haptic accelerator pedal: support for the driver

Climb in, start, drive off and, as well as exemplary efficiency, on request experience via kickdown the special acceleration of the electric motor � this is how easy hybrid driving with the new S 500 PLUG-IN HYBRID is. For in everyday use it moves just as easily as any other automatic transmission car.

In the background, depending on the chosen operating mode the intelligent operating strategy automatically selects the ideal combination of internal combustion engine and electric motor and in so doing not only adapts its strategy according to the charge status of the battery; it also foresightedly adjusts it according to the traffic or route. But anyone wanting to can also intervene manually and with the aid of four operating modes and three transmission modes regulate the hybrid interplay themselves.

What is known as the haptic accelerator pedal can signal via a double impulse when drivers should take their foot off the accelerator for sailing and recuperating. During electric operation it can supply the driver with feedback on the switch-on point of the combustion engine. The energy flow is shown in all operating states in the instrument cluster and in the central display, if this is selected by the customer.

The technical data at a glance:

Extensive standard equipment, extended pre-entry climate control

The standard equipment in the S 500 PLUG-IN HYBRID is extensive and offers a world premiere: the extended pre-entry climate control. This is target value controlled. meaning that at the start of the journey the S-Class is air conditioned to the preset temperature if the driver has entered the departure time, via Mercedes connect me, for example. This is possible due to the electrically driven refrigerant compressor and electric heating elements for the heated air. In addition to this, when preheating it is not just the interior air but also the seats, steering wheel and armrests in the doors and centre console which are heated, and when cooling the seat ventilation is also activated if the respective optional extra is on board.

Also standard in the S 500 PLUG-IN HYBRID, which is only available with a long wheelbase, are for example LED High Performance headlamps and LED tail lights, leather upholstery, COMAND Online, touchpad, THERMOTRONIC automatic climate control plus seat heating also in the rear, Memory package for driver and front passenger, ambient lighting in seven colours and the air suspension AIRMATIC with continuously variable damping system. The basic safety equipment includes PRE-SAFE�, COLLISION PREVENTION ASSIST PLUS (collision warning including Adaptive Brake Assist), ATTENTION ASSIST, PRE-SAFE� impulse, Crosswind Assist and Traffic Sign Assist (traffic sign recognition incl. wrong-way warning function and display of speed limits in the instrument cluster). Over and above this a multitude of unique optional extras is available.

The Mercedes-Benz hybrid strategy: emphasis on plug-in drives

Following the S 400 HYBRID and S 300 BlueTEC HYBRID, the S 500 PLUG-IN HYBRID is the third hybrid model in the new S-Class. The series production launch of this technology began at Mercedes-Benz in 2009. The company is up there among the leaders in the field of purely electric mobility, too. In the years to come the main emphasis will be on plug-in hybrids.

Hybrid drives, the combination of internal combustion engine and electric drive, help cut overall fuel consumption and boost performance, since the electric drive replaces or supports the combustion engine whenever the engine characteristics are unfavourable � normally in part-load operation when little power is required.

The largest potential for lowering the energy consumption of hybrid drive systems lies in maximising energy recovery during coasting and braking. Upon depressing the brake pedal the deceleration is initially effected by the electric motor and not by the disc brakes. The hybrid models of the new S-Class are the first to use a recuperative braking system of the second generation. It ensures an unnoticeable overlapping of the conventional mechanical brakes and the electric braking performance of the electric motor in generator mode.

Intelligent operating strategy

For efficient operation, foresighted driving, avoiding unnecessary braking and accelerating manoeuvres, has always been the best strategy. This gains an all new importance in a hybrid model: braking manoeuvres serve not only deceleration, but can also be used to recuperate energy. And the route has considerable influence on the most efficient charging and discharge of the high-voltage battery.

The intelligent operating strategy supports the driver comprehensively yet unobtrusively to achieve the most efficient driving style. The control strategy, for example, seeks to ensure that the battery, if at all possible, is flat at the end of an uphill stretch so that it can be recharged going downhill. Another key point is the requirement that urban areas be reached with a fully charged battery, if possible, so that the vehicle can be operated in stop-and-go traffic electrically � frequently and efficiently.

In the S 500 PLUG-IN HYBRID the energy management system basically covers these three areas:

- route-based: automatically or by way of four operating modes
- driver-based: by way of three transmission modes
- traffic-based: with the aid of radar.

Charging: power from a socket

The battery of the S 500 PLUG-IN HYBRID is safely fitted into the rear end of the S-Class to save space. An intelligent on-board charging system enables the battery to be charged at any conventional household power socket. The supply of electricity to the car will be made even easier in future through inductive, cableless charging.

The S 500 PLUG-IN HYBRID stores electric energy in a lithium-ion battery on lithium-iron phosphate basis. The water-cooled energy storage unit has an overall capacity of 8.7 kWh, a total weight of 114 kg and a spatial volume of 96 litres.

To ensure highest levels of crash safety and dynamic handling and also maximum boot space, the housing is made of die-cast aluminium and the high-voltage battery is located in the rear of the vehicle above the rear axle. The space available there is put to optimal use, and the S 500 PLUG-IN HYBRID thus takes first place among the plug-in hybrids in terms of boot capacity (395 litres) and luggage compartment accessibility.

The high-voltage battery of the S 500 PLUG-IN HYBRID can be charged via external electricity mains using a 3.6 kW on-board charger. The unit is permanently installed in the vehicle and charges single-phase up to 16 A. The connection for the charging cable is located under a flap in the rear bumper underneath the tail light on the right-hand side. An automatic lock ensures that the cable cannot be separated from the vehicle by unauthorised persons. The new S-Class can be charged in two hours anywhere in the world, e.g. at a wallbox or a charging pole (400 V, 16 A). Alternatively, charging via house connection is also possible, of course. Depending on the connection a charge time e.g. of two hours and 45 minutes can be attained (with 230 V and 13 A)^[1].

Next step: S 500 PLUG-IN HYBRID � unplugged

One of the next steps on the way to the perfect electric vehicle and plug-in hybrid is cableless charging. Inductive battery charging will make the handling of electric vehicles and plug-in hybrids even more convenient. Mercedes-Benz will test this "unplugged" technology with the S 500 PLUG-IN HYBRID in order to develop a genuine S-Class solution, in terms of comfort and ease of operation, for the charging of the high-voltage battery.

The history: leadership role in the premium segment

In 1982 Mercedes-Benz presented the first concept vehicle with hybrid drive � a two-cylinder horizontally opposed engine served to charge the battery. A number of other experimental vehicles followed until in 2009 the world's first standard-specification hybrid drive with lithium-ion battery debuted at Mercedes-Benz: this S 400 HYBRID was the most fuel-efficient petrol-powered luxury saloon for a long time. And the most successful hybrid in its segment: with around 20,000 buyers.

Based on the 7G-TRONIC PLUS automatic transmission the second-generation hybrid transmission evolved. It premiered in 2012 in the E 300 BlueTEC HYBRID, the first diesel hybrid in the premium segment worldwide. By combining the efficiency of a diesel engine with the advantages of the hybrid drive, Mercedes-Benz set another milestone in the development of the automobile and advanced into consumption regions of 4 litres of diesel per 100 km in the luxury saloon segment.

With the C 300 BlueTEC HYBRID Mercedes-Benz has completed its hybrid portfolio below the luxury class. Moreover, in 2014 the B-Class Electric Drive, already on the market in the USA, will also become available in Europe to supplement the hybrid range.
Growing range: All current hybrid and electric drive vehicles from Mercedes-Benz Cars

- 2012: smart electric drive
- 2012: E 300 BlueTEC HYBRID
- 2012: E 400 HYBRID
- 2013: SLS AMG Coup� Electric Drive
- 2013: S 400 HYBRID
- 2013: S 300 BlueTEC HYBRID
- 2014: C 300 BlueTEC Hybrid
- 2014: B-Class Electric Drive
- 9/2014: S 500 PLUG-IN HYBRID

^[1] The charge time ranges between 2 hours (400 V/16 A, e.g. at a wallbox) and 4.1 hours (230 V/8 A, e.g. at a household power outlet). Through settings on the control element of the charging cable, shorter charge times can be realised even with household power outlets, provided that the power supply system is designed for this. The voltage and current ratings indicated refer to the power supply infrastructure and can be limited by the car. All charge times refer to the charging of the battery from 20% to 100%.

Credits: Daimler AG

Copyright � 2014, Mercedes-Benz-Blog. All rights reserved.