In September 2005, Mercedes-Benz began offering prospective car buyers who want to do more than read about a new model, their very own "concierge" who talks to customers about the R-Class model on Edmunds.com, one of the top- ranked sites for new model information. Using Sequential Animated Media (SAM) technology, visitors to Edmunds.com receive a personal, interactive and guided introductory tour (by a human-form concierge). After clicking one of the banner ads strategically placed throughout the Edmunds.com site, a tour guide character - or "avatar" - walks onto the user's screen over the web page content, as if the user had entered a dealer showroom and requested a demonstration. After several successful weeks, the "avatar" moved to the Edmunds.com homepage on October 24th.

Pre-Launch Events

A brand new Mercedes-Benz, creating a whole new segment, was definitely going to create buzz. To help broaden the word-of-mouth exposure for this vehicle, Mercedes-Benz inaugurated several brand events that blanketed the country.

Starting in August 2005, Mercedes-Benz offered nearly 100 individuals who fit the target profile for the R-Class buyer -- charismatic individuals who are trendsetters and active in their communities -- the opportunity to take a week-long test drive. At the end of each week, the "ambassadors" -- as the company calls them -- invited guests to a party hosted by Mercedes-Benz, where their friends and family could experience the R-Class. Each ambassador party garnered enthusiastic responses from attendees and more positive buzz around the R-Class, resulting in several vehicle purchases.

MBUSA also partnered with Wilson Sporting Goods to hold 47 weekend events at country clubs throughout the United States. The events consisted of R-Class test drives, as well as a tennis clinic and club mixer.

In addition, MBUSA is introducing the vehicle to real estate agents and their customers this month through November through loaning over 50 R-Class vehicles to select real estate agencies nationwide. Each realtor will use the vehicle for three weeks to take clients house hunting.

On Tour with the Rolling Stones

While Mercedes dealers are showcasing the new vehicle today, the R-Class itself has been touring the country as part of the Rolling Stones' A Bigger Bang concert tour since August 21, 2005. The R-Class models are displayed at each concert venue, with musical accompaniment via the vehicle's harman/kardon LOGIC 7(R) sound system. The R-Class also performs as "warm-up" for the band by way of a 60-second video playing on the Jumbotron monitors before the band hits the stage. At the end of the tour, a fully customized 2006 Rolling Stones Edition Mercedes-Benz R-Class, signed by the band, will be auctioned off in spring 2006 for charity.