Archive for January 2010

The New MERCEDES GP PETRONAS MGP W01 2010 F1 single-seater ~ First Teaser

On the 1st February, MERCEDES GP PETRONAS will reveal its 2010 car, the MGP W01, at Valencia. A teasing photo has emerged on the internet moments ago;it shows a significantly dynamic, slim nose, coloured in silver and sporting the Mercedes star.

More photos of the new MGP W01, as well as an official press release, will be available tomorrow.

Source of the photo >> GermanCarZone

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PREVIEW – The future Mercedes-Benz SUV range

In the forthcoming years, the Stuttgart-based constructor will totally revise its SUV portfolio with new or updated versions.

The biggest premiere of the years to come will be the third generation of the popular M-Klasse mid-sized SUV. The ML will be unveiled in 2011, some say at the middle of the year, others claim the end of it.

As you may already know, the ML, along with its bigger brother, the GL- and the R-Klasse, is assembled at the Tuscaloosa Plant in Alabama, USA. The on-going worldwide economical crisis has determined a reduction in the number of examples produced at the US facility by almost a half, from 130,000 down to 71,000. However, this drastic marketing manouevre will not ruin a bright lifespan for the W 166, the internal designation of the new M-Klasse. Dr. Thomas Weber, chief of the Research & Development Department at Mercedes-Benz, claims that the future ML will be part of the extensive hybrid programme the company will implement on all the models in its automotive lineup. Almost all the versions of this SUV will feature a hybrid powertrain in the next configuration:diesel unit or petrol burner + electric motor + start/stop system + brake energy recovery + electrically-assisted servo variable steering.

Many of the technical components used for the construction of W 166 will be shared with other Mercedes-Benz models, so this immediately means the overall weight of the car will not grow that much, compared to the current model, and last, but not least, will contribute heavily to cost saving. The entry-level hybrid version will be the ML 320 CDI HYBRID, powered by a 2,2 litres 4I diesel + the electric motor producing 20 HP. Other hybrids to come are:

- the ML 400 HYBRID - a 3.5 litres V6 petrol powerplant delivering 306 BHP, linked with a 20 HP electric unit.
- the ML 63 AMG HYBRID – the new 5.4 litres twin-turbo V8 engine capable of 544 BHP + the same electric motor
- the full hybrid ML 500 HYBRID – previewed last year at the IAA in the form of the VISION S 500 PLUG-IN HYBRID concept, this completely new version will feature a 306 BHP V6 petrol-running unit, in pair with a 109 HP electric unit

There will also be conventional powering variants to choose from:

- ML 250 CDI BLUETEC - 204 BHP
- ML 350 CDI BLUETEC – 245 BHP
- ML 300 CGI – 306 BHP V6
- ML 450 – 408 BHP V8
- ML 500 - 435 BHP V8

Sticking to the visual side of the car, the 2012 M-Klasse will be more of a logical aesthetical evolution rather than a complete revolution. The new front fascia will be styled in trend with the new Mercedes design philosophy. The profile will remain as sporty and elegant as in the present, whereas the tail end will receive a complete styling treatment a la E-Klasse. LEDs are sort of a today’s ‘must’, so expect to see them as being part of the headlights and the rear lights. The overall exterior dimensions will not grow significantly, but the new ML will indeed be slightly longer than the outgoing model, although the spy photos we have seen so far are misleading and can trick the unexperienced viewers into seeing a shorter car.

However, the interior of the new ML-Klasse will be roomier(it is still unknown if the car will return to the 7-seat architecture of the first generation) and will be subject of a major change-a completely revised, very dynamic and attractive dashboard will kindly receive its passengers in an exquisite, premium atmosphere, created by an abundance of high-quality materials:leather upholstery in many colour combinations, a great deal of wood or aluminium for the trim and soft, nice-to-touch and visually-pleasant plastics. The new ML will use the three-spoke steering that debuted on the new E-Klasse, as well as some of the buttons, such as the manual control panel for the infotainment system. Speaking about this, the new unit, supervising almost every tiny corner of the car, will be the long-awaited myCOMAND(previewed in 2008, at the Mondial de l’Automobile in Paris, on the ConceptFASCINATION prototype model), with wireless internet capability and an ultra-friendly user interface, containing new or enhanced functions. As expected, the LED display of the myCOMAND will be encased in the upper part of the center console.

The active & pasive safety package offered for the new ML will include many airbags and intelligent self-tensioning seat belts for protecting all the passengers inside the car, and the new assistance systems that were premiered in 2009-Lane Keeping ASSIST, Night View ASSIST Plus(with pedestrian recognition module), Blind Spot ASSIST or Speed Limit ASSIST, the recently prize-awarded ATTENTION ASSIST, and PRE-SAFE.

Although the ML is an SUV, this car has never ever dissapointed its customers when it came to tackling hard, off-road terrains. That is why the Mercedes-Benz engineers are currently working on developing a new, more sophisticated 4MATIC all-wheel-drive architecture, along with the introduction of a clever management system, that enables the driver to adventure on almost any existing surface(tarmac, gravel, snow, sand, rocky paths and others). It is best to mention that the new M-Klasse could also be offered in RWD-only version, as in the case of the GLK-Klasse or the R-Klasse.

To view more spy photos/renderings and read essential data about the new Mercedes-Benz M-Klasse, please feel free to browse the following links:

1. SPY - First photos of a 2012 Mercedes-Benz M-Klasse W166 test prototype

2. SPY - 2012 Mercedes-Benz M-Klasse W166 - New photos galore

3. SPY - 2012 Mercedes-Benz M-Klasse spotted in winter landscape

4. SPY - 2012 Mercedes-Benz M-Klasse (W166) - Artist Impression & Dashboard Photos

5. SPY - 2012 Mercedes-Benz M-Klasse - 'Freezing cold' captures


This year, in the upcoming weeks, Mercedes-Benz will take the wraps off the facelifted version of the R-Klasse crossover. The sales flop mixture between a compact SUV, a MPV and an estate version will receive one more refresh, in an effort to save the low sale figures. However, this time the R-Klasse will suffer a major overhaul of the front fascia, including brand new headlights with LED technology, a larger radiator grille with 3 chromed louvres as well as a new bumper with restyled air intakes. The profile will retain the current look, whereas the rear end will benefit from the addition of updated tail lights, with a similar projector placement as in the case of the GLK-Klasse. The interior will hardly be retouched-only a new steering wheel borrowed from the E-Klasse and a rearrangement of certain controls on the center console. Expect premium materials for personalizing the interior, such as leather upholstery and wood/aluminium for trimming the dashboard and the door panels. No major changes under the engine hood-just slight efficiency improvements of the current powerplants, designed to reduce fuel consumption and CO2 emission. Mercedes-Benz is rumored to be mulling over the possibility of a name change for this model, which should end up badged as GLR-Klasse. What is somehow clear at the moment is that the new R-Klasse FL is expected to be officially revealed at the beginning of March, at the Geneva Motor Show.

To view more spy photos/renderings and read essential data about the new Mercedes-Benz R-Klasse FL, please feel free to browse the following links:

1. SPY - 2010 Mercedes-Benz R-Klasse FL - New photos surface

2. SPY - 2010 Mercedes-Benz R-Klasse FL

3. SPY - 2010 Mercedes-Benz R-Klasse FL - Pilling off the heavy camo

4. Artist Impression - 2010 Mercedes-Benz R-Klasse FL rendered by Reichel Car Design

5. Rendering - 2010 Mercedes-Benz R-Klasse FL(GLR?)

6. Sneak preview of the new Mercedes-Benz R-Klasse FL


The old, but reliable G-Klasse, premiered over 30 years ago, will remain in production and will receive a facelift by the end of this year, just to keep it appealing and up-to-date. The new engines are the most delicious part of the revised Gelandewagen – the new G 500 will be powered by the new 4.6 litres twin-turbo V8, producing 435 BHP;the AMG model, although it is still unclear whether it will be rebadged to G 63 AMG or will remain as G 55 AMG, will be fitted with an engine delivering in excess of 500 BHP.

Read more about the 2011 G-Klasse >> HERE

The next Gelandewagen Leicht, or GL-Klasse, will arrive in 2012;test prototypes are yet to hit the streets and the only relevant stuff we have is a computer-generated image from Autobild, which you can see >> HERE

In the next years, Mercedes-Benz will also complete remaster its small and compact car lineups, the A- & the B-Klasse. Along with several other new versions, customers will also have the choice of a compact SUV, which could possibly be badged BLK-Klasse(internal codename-X 156). The little brother of the GLK could be introduced in 2011 or 2012.

Read more about the BLK-Klasse >> HERE

Source of the photos >> Auto Bild

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Stuttgart/Brackley, Germany/United Kingdom, Jan 28, 2010

On Monday 25 January, the Mercedes-Benz Museum in Stuttgart saw the opening of a new chapter in the illustrious history of the Silver Arrows, as the livery of the new Silver Arrow was presented against the background of models from the past.

At 11.14am, four apprentices from the Mercedes-Benz factories in Sindelfingen and Untertürkheim wheeled out a Formula One car from the 2009 season in the new Silver Arrow livery of the MERCEDES GP PETRONAS team.

“Incredible. That was an experience I’ll never forget,” said Simon Küffner (22) from Haigerloch. “It was unbelievably exciting to be in one room or on stage with all the big names and to get a glimpse behind the scenes. I was really impressed by all the hard work that went into making the event go so smoothly.”

The presentation was also a very special occasion for 17-year-old Sarah Wurster from Aidlingen. “Today’s presentation made a big visual impression that will stay with me for a long time,” she said. “It’s not often that an apprentice can experience such an event at first hand, and it’s marvellous that my training at Mercedes-Benz has given me this opportunity.”

Claudia Lengerer (23) from Kirchheim was fascinated by the whole occasion. “I’m so proud to have seen all the stars and I was really pleased by how charming everyone was to us. Thank you to Mercedes-Benz for allowing me to be part of this occasion. I’ll never forget the day.”

“It was so interesting to get this close-up view of the MERCEDES GP PETRONAS team,” said Darko Turcan (19) from Stuttgart, the fourth member of the group. “I was also delighted by the chance to see what goes on behind the scenes and feel privileged to have played an active part in that days event.”

The four apprentices were selected by their supervisors as a reward for outstanding performance during their training period.

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Stuttgart/Brackley, Germany/United Kingdom, Jan 28, 2010

600 specially invited guests were in Stuttgart on Monday to celebrate the official launch of the new MERCEDES GP PETRONAS Formula One team ahead of the 2010 season.

The presentation was attended by Michael Schumacher’s wife Corinna, AMG founder and ITR chairman Hans Werner Aufrecht, world boxing champion Vitaly Klitschko, former McLaren Mercedes Formula One driver David Coulthard, former Formula One driver and DTM star Ralf Schumacher, record DTM championship winner Bernd Schneider, plus Mercedes-Benz DTM drivers Gary Paffett, Paul Di Resta, Bruno Spengler, Jamie Green, Maro Engel and Mathias Lauda.

In addition to 200 representatives of the media, 200 Mercedes-Benz employees were also invited to attend the launch. They had been specially selected as a reward for outstanding service to the company or had been fortunate enough to secure one of the hundred tickets for the occasion that had been advertised on the Mercedes intranet – all of which had been snapped up within 21 minutes of going online.

The presentation of the MERCEDES GP PETRONAS team took place in a fitting location – the Mercedes-Benz Museum in Stuttgart where examples of the legendary Silver Arrow from all epochs are on display. The Mercedes-Benz Museum was re-opened in May 2006 on the Mercedes-Benz World site. The nine-storey building comprises around 17,000 square metres of exhibition space.

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McLaren-Mercedes MP4-25 - Further Photos

More images after the jump!

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Vodafone McLaren Mercedes - The Driver Lineup for the 2010 F1 Season

More photos after the jump!

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Image Comparison: MP4-24 vs. MP4-25

More comparison photos after the jump!

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Woking, United Kingdom, Jan 29, 2010

While nowhere near as radical as last year’s reinvention of the technical rulebook, 2010’s regulations feature a number of key differences from the previous season.

Outlined below are the major developments, their primary effects and the ways that Vodafone McLaren Mercedes has approached them:

CHANGE - In-race refueling banned
EFFECT - Cars feature significantly larger fuel-tanks; efficient packaging becomes critical; in-race fuel stops will disappear; races will become more dependent on tyre strategy; pitstops will become significantly quicker (around 4 sec or less); cars will be significantly heavier and slower at the start of races, which could have consequences on tyre wear, drivetrain and brake life

CHANGE - Teams unanimously agree to no longer use KERS
EFFECT - Overtaking opportunities available to KERS-equipped cars will disappear; teams have far greater freedom on systems packaging and weight distribution

CHANGE - Narrower width introduced for (dry weather) front tyres
EFFECT - Smaller tyre will have knock-on effect for car aerodynamics and overall car balance

CHANGE - Aerodynamic hubcaps banned
EFFECT - A FOTA cost-saving initiative. Teams will look to recover their aero properties elsewhere

CHANGE - Wheel rim-heaters banned
EFFECT - While tyre blankets are still permitted, the removal of the inner heated core that heats the rim will make tyre warm-up more critical

CHANGE - Minimum weight increased from 605kg to 620kg
EFFECT - Cars will be heavier on track; ballast positioning will become more efficient

CHANGE - On-track aero testing reduced from eight to four days
EFFECT - Requires teams to capitalise on increasingly limited track testing away from the races; windtunnel testing is provided as a substitute

CHANGE - Backmarkers no longer able to unlap themselves behind the Safety Car
EFFECT - Safety Car periods should be shorter and the restart quicker

CHANGE - Points system runs from 1st to 10th (POINTS ORDER TBC)
EFFECT - Greater rewards are now offered to the winning driver, placing more importance on pushing for victory rather than accepting a minor placing; a greater spread of points ought to reward the larger field expected in 2010

CHANGE - Using a second additional engine during a race weekend carries a 10-place grid penalty for the following event
EFFECT - Engine life and effective usage will be even more critical, particularly towards the end of the season

Q&A with Tim Goss (Chief Engineer, MP4-25) and Paddy Lowe (Engineering Director)

The MP4-25 looks very different from last year’s car – what are the principal changes?

Tim Goss:
“Following last year’s clarification involving the interpretation of the underbody regulations, the 2010 car has been designed to take greater advantage of the aerodynamic benefits we can derive from the floor. That interpretation led us to change the layout of the rear of the car.

“The car is longer than last year’s car as a result of the additional fuel capacity and we’ve lowered the chassis and bodywork. Plus the removal of KERS has opened up opportunities on internal layout and weight distribution. It’s quite a different aerodynamic treatment to last year.”

The dorsal fin that attaches the top body to the rear wing is very striking – what does it do?

Tim Goss:
“The principal knock-on effect of the larger fuel tank was the repositioning of some of the car’s internals. One of the outcomes of that was a decision to move some of the car’s cooling to sit centrally at the rear of the car.

“The dorsal fin is partly to accommodate the additional cooling duct and partly a logical development of the high-downforce wing we ran last year at races like Monaco, which feeds air more efficiently to the rear wing upper element. They’re both quite simple solutions, but they’re actually very neat.”

On a human level, what has the organisation learnt about itself over the past 12 months?

Paddy Lowe:
I think we’ve learnt that as a team we can operate effectively and we pull together both in success and in adversity. I think one of the greatest things about last year was the fact that on no single occasion throughout the whole team, whether that’s from shareholders, sponsors, team principal, management through to the night shifters, did I come across any individual blaming another That was a very encouraging situation, and spoke volumes about the degree of team spirit that exists here.”

Looking at the 2010 regulations, the biggest news is the banning of in-race refueling – how has that affected the packaging of the new car?

Tim Goss:
“It has definitely been a big challenge fitting twice as much fuel into the car, because you don’t want to increase the chassis length by too much, and you also don’t want to compromise the aerodynamics by making the car too wide. You’ve got to fit radiators into the sidepods, so you’re limited as to how wide you can push the chassis.”

How did you tackle it?

Tim Goss:
“In the end, we elected not to compromise the aerodynamics of the car, and, through a rethink of the cooling system layout and electrical packaging, we managed to provide space for the additional fuel capacity while maintaining our aerodynamic philosophy for the bodywork.”

The drivers will be carrying twice as much fuel at the start of each grand prix as they were last year, how will that affect the car’s handling and balance characteristics?

Paddy Lowe:
“The biggest problem is just the sheer weight of the fuel – it obviously increases the stopping distance quite considerably. Running with high fuel puts demands on braking – and it means you have to design the brake discs and pads to overcome that. And with a narrower front tyre, you’ll lose grip, which will change the fundamental balance of the car. So we’ve looked at weight distribution, aero balance and mechanical balance in order to compensate for grip balance moving rearwards.”

Do you think the banning of refueling and its effect on the car’s tyres and balance will spice up racing in 2010?

Tim Goss:
“It could make the show significantly better, yes. Previously, you knew when everyone was going to stop and refuel, so each team based their strategy decisions on overtaking cars during the pitstops.

“What’s changed for this year is that we won’t know when people are going to stop. The only thing affecting drivers’ mandatory stops now is that they have to run both the Option and Prime tyre, so the strategy choices will be less predictable and will become a little more complicated. Races could be one or two stints with both early and late stops for tyres.”

“And it will definitely make the racing more challenging and interesting – and, hopefully, it will promote more on-track overtaking and less overtaking during the pitstops.”

Finally, what’s on your job list going into the four crucial pre-season tests?

Paddy Lowe: “Initially, the most important thing is proving that the car is robust. Just about everything has changed on the car, there’s very little that hasn’t changed, so we want to make sure we’re fully reliable for the first race.

“At the start of 2009, there were teams who were more competitive than us, but we were still able to pick up a good number of points because we were more reliable. These tests will be about establishing the durability of the car and giving ourselves enough time to fix any issues we encounter.

“In addition, we also want to get a very thorough understanding the new tyre, its degradation and durability, and how to get the best out of it.

“Beyond that, it’ll be about performance development.”


Monocoque - McLaren-moulded carbonfibre composite incorporating front and side impact structures
Front suspension - Inboard torsion bar/damper system operated by pushrod and bell crank with a double wishbone arrangement
Rear suspension - Inboard torsion bar/damper system operated by pushrod and bell crank with a double wishbone arrangement
Suspension dampers - Koni
Electronics - McLaren Electronic Systems control units incorporating electronics for chassis, engine and data acquisition. McLaren Electronic Systems also supplies the electronic dashboard, alternator voltage control, sensors, data analysis and telemetry systems
Bodywork - Carbonfibre composite. Separate engine cover, sidepods and floor. Structural nose with intergral front wing. Paint solutions provided by AkzoNobel Car Refinishes using Sikkens Products
Tyres - Bridgestone Potenza
Radio - Kenwood
Race wheels - Enkei
Brake calipers - Akebono
Master cylinders - Akebono
Batteries - GS Yuasa Corporation
Steering - McLaren power-assisted
Instruments - McLaren Electronic Systems

Type - Mercedes-Benz FO 108X
Capacity - 2.4 litres
Cylinders - 8
Maximum rpm - 18,000
Bank angle - 90°
Piston bore maximum - 98mm
Number of valves - 32
Fuel - ExxonMobil High Performance Unleaded (5.75% bio fuel)
Spark plugs - NGK racing spark plugs specially designed for Mercedes-Benz F1 engine
Lubricants - Mobil 1 – for higher performance, lower friction, better protection, cooling and wear resistance
Weight - 95kg (minimum FIA regulation weight)

Gearbox - McLaren-moulded carbonfibre composite. Integral rear impact structure
Gears - Seven forward and one reverse
Gear selection - McLaren seamless shift, hand-operated fly-by-wire
Clutch - Carbon/carbon, hand-operated fly-by-wire

1st - 3rd February Valencia, Spain
10th - 13th February Jerez , Spain
17th - 20th February Jerez , Spain
25th - 28th February Barcelona, Spain

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Presentation of the new Vodafone McLaren Mercedes MP4-25


Newbury, United Kingdom, Jan 29, 2010

The Vodafone McLaren Mercedes team today revealed its brand new MP4-25 chassis - the car in which reigning world champion Jenson Button and Lewis Hamilton will contest the 2010 FIA Formula 1 World Championship.

Unveiled at Vodafone UK's stunning headquarters in Newbury, the 2010 car looks noticeably different from last year's race-winning MP4-24. MP4-25 features a radical aerodynamic overhaul and a significantly larger fuel tank to take full advantage of this year's new regulations, and its design team is confident it has explored every possible avenue to maximise the car's performance.

Horsepower once again comes from our friends in Stuttgart. Mercedes-Benz's FO 108X V8 subtly improves upon an engine which has become the benchmark in Formula 1, winning the last two drivers' world championships.

The team kicks off its 2010 campaign with a stunning driver pairing: 2009 world champion Jenson Button and 2008 title winner Lewis Hamilton. It is the first time since 1989 - when it ran Alain Prost and Ayrton Senna - that the team has fielded a joint-world champion driver line-up, and marks the first time in Formula 1 history that the sport's two most recent world champions have been partnered together.

However, the driver line-up represents only a fraction of the team's remarkable strength in depth. Members of the design team who contributed to the development of MP4-25 can also trace their involvement back through an incredible seven drivers' world championships, five of the team's eight constructors' world championships and 112 of the team's 164 grand prix victories.

The Vodafone McLaren Mercedes team begins pre-season testing with MP4-25 at the Circuit de la Comunitat Valenciana Ricardo Tormo on Monday.

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The New Vodafone McLaren-Mercedes MP4-25 - First Photos

Here you have it - The Brand New Vodafone McLaren-Mercedes MP4-25. More images after the jump!

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Teasing the new MP4-25... Again!

This time, the teaser is done by the team at Mercedes-Benz-Blog, using the leaked photos of the MP4-25 that surfaced on the internet moments ago. As we do not want to ruin the official launch, we won't post those images;instead, we offer you a preview containing some non-revealing shots of the new single-seater.

When we finished writing this article, there were 19 minutes left up to the big moment! :D

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McLaren-Mercedes MP4-25 - Last Teaser - There's very little time left!

Tension is building up as there's less than an hour left till we'll finally see McLaren-Mercedes's new Formula 1 title contender - the MP4-25. TheFifthDriver, following our request and probably many others, has posted the last teaser of the series, taken directly at the stage of the reveal. As you may already see, the photo shows the red-coloured 'MP4-25' logo on a wall and only a tiny, silver-coloured part of the 2010 single-seater in one corner of the picture.

Follow closely, and, obviously, for the latest and hottest news on this subject !

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Detroit Diesel Engines with BlueTec Certified as Compliant with EPA 2010 Emissions Standard in the U.S.


- The Environmental Protection Agency (EPA) in the U.S. has given the green light for the DD13, DD15, and DD16 engines with SCR technology

- Martin Daum, Head of Daimler Trucks North America (DTNA): “A paradigm shift in fuel consumption, from a cost generator to a factor for improved economy”

Portland, USA, Jan 29, 2010 - The entire family of engines made by Detroit Diesel Corporation (DDC) has been certified by the Environmental Protection Agency (EPA) in the U.S. as being in compliance with the EPA 2010 emissions standard, which took effect at the start of this year. EPA 2010 is the world’s most stringent emissions standard. This certification cleared the way for the market launch of the DDC engines with SCR (selective catalytic reduction) technology - after years of research and 28 million miles of successful testing. The engines of DDC, a Daimler Company, are intended for use in heavy-duty trucks.

“We are delighted that the EPA recognized the performance of our engines and certified them for 2010,” said Martin Daum, Head of DTNA. “With the new generation of engines we are offering a further improved technology that surpasses our previous engines when it comes to meeting the customers’ needs in terms of performance, low fuel consumption, reliability, and long service life. SCR technology is enabling us to initiate a paradigm shift in fuel consumption, from a cost generator to a factor for improved economy,” Daum added.

DTNA decided at an early stage in favor of the SCR technology because engines with this system are best equipped to meet the special emissions requirements for trucks in North America. The technology, which is used under the name BlueTec at Daimler Trucks, relies on selective catalytic reduction (SCR) to reduce emissions to near-zero levels. In addition to satisfying the EPA 2010 emissions standards, the BlueTec-equipped DD13, DD15, and DD16 engines from Detroit Diesel also improve fuel efficiency and handling. Extensive testing has proved that these engines deliver fuel savings of up to five percent compared to the engines from 2007. This makes them economical for customers, protects the environment as a result of reduced CO2 emissions, and lessens the United States’ dependency on foreign oil.

The engine- and vehicle-development engineers at DTNA collaborated on this technology, applying what they learned from Daimler Trucks’ experience in Europe and adapting this knowledge to the specific requirements on the trucks market in North America. Since the introduction of SCR technology in 2005, more than 260,000 trucks and buses with BlueTec have hit the road in Europe. Detroit Diesel has subjected the SCR technology to more than 28 million miles of road testing in trucks, making it one of the most thoroughly tested exhaust technologies in the U.S. as well.

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Sneak preview of the new Mercedes-Benz R-Klasse FL

In a new video, presenting Franz Beckenbauer as the new Mercedes-Benz Brand Ambassador, in one of the screens, we get an early look at the upcoming R-Klasse FL. Could this be a (clever) marketing move?

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McLaren-Mercedes MP4-25 - Official Reveal

- To take place on: 29th January, 2010
- Location: Vodafone Headquarters, Newbury, United Kingdom
- Time: 11:00 AM (GMT)
- Important Details: Live Broadcast on ->

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"Is it still a car?": The campaign for the Mercedes-Benz SLS AMG


Stuttgart, Germany, Jan 28, 2010 – Pure fascination and high tech at the very highest level: with the new SLS AMG, Mercedes-Benz is completely redefining the speed, driving dynamics and design of the super sports car. The Mercedes-Benz SLS AMG accelerates from a standstill to 100 km/h in just 3.8 seconds. Constructed primarily from aluminium, it tips the scales at just 1620 kilograms, which equates to 2.84 kilograms per hp – an absolute peak value in the super sports car segment, guaranteeing driving dynamics in a class of their own. With its gullwing doors, long bonnet and an instrument panel which is reminiscent of an aircraft cockpit, it embodies a powerful and passionate sportiness, coupled with exceptional elegance. The Mercedes-Benz SLS AMG is an invitation to "take off" with all of the senses. This desire for a completely new driving sensation is also a highlight of the integrated marketing campaign which was launched at the vehicle's world premiere in September at the International Motor Show (IAA), and is gradually building up to its market introduction in the first quarter of 2010.

The marketing mix comprises all possible communication channels, with online activities in particular playing a key role. "It is immediately obvious that that this is the ultimate and most exciting sports car of all time", says Anders Sundt Jensen, Head of Brand Communications for Mercedes-Benz Cars. "The campaign is concentrating precisely on those elements which account for the excitement and passion of the Mercedes-Benz SLS AMG: the unique design and the perfect high-performance technology. The underlying theme, "Is it still a car?", runs through all communication activities and channels."

Print advertising and TV spot

The design of the entire campaign is puristic, and features imagery which is both progressive and mildly mystical, but at the same time extremely dynamic. As such print advertising for example, which is being initiated from February 2010, depicts a red Mercedes-Benz SLS AMG striking a powerful pose on grey asphalt against a black backdrop. The visual motif is supported by a brief, meaningful message, such as "Oh Lord …" or "A cockpit. An engine. Two wings. Is it still a car?", for example. The adverts will appear in daily newspapers and magazines.

The TV advert with Michael Schumacher, the seven-time Formula 1 World Champion and MERCEDES GP PETRONAS driver, tells the story of an unusual experiment: The SLS AMG demonstrates its technical highlights from preparation and test phases to the realisation. The advert will make its debut appearance on 30 January 2010 on all major television channels with a 60-second roadblock, after which it will continue to run as a 45-second spot until the end of March.

Webspecial and social media activities

The Mercedes-Benz SLS AMG has already had a presence on the Internet since its world premiere at the International Motor Show with a webspecial at , which will now be extended further with the addition of an interactive guided tour of the AMG development plant. In addition, three editions of an online magazine will provide extensive information on the performance ("Milliseconds"), the lightweight construction ("Milligrams") and the design ("Millimetres") of the SLS AMG.

The vehicle is also to be found on a variety of social media platforms. For example, Mercedes-Benz has launched a reporter blog at, where car enthusiast Matthew K. is posting reports, pictures and video clips of his travels as an SLS AMG reporter as he follows the global launch of the new gullwing. In addition to the reporter blog, Matthew K. is active on Twitter ( ) and Facebook, while fans of the Stuttgart automobile brand will also find that an official fan page on the world premiere of the vehicle has been set up within the Facebook social media community at .

From the start of February 2010, enthusiasts will also be able to enjoy a new iPhone application called "SLS AMG", which has been designed to give players a taste of the new super sports car via 360° gameplay featuring the iPhone's innovative "accelerometer" technology. Furthermore, players will have access to several modes: they can either opt to play alone, or demonstrate their driving skills in races against other players from all over the world. The free application will be available for all iPhone models.

On top of all this, the campaign also comprises a variety of additional measures – from trade and dialogue marketing activities, right through to exclusive customer events. A particular highlight of the integrated communication is the new key visual for the international fashion activities of Mercedes-Benz, which was used for the first time during the Mercedes-Benz Fashion Week Berlin in January 2010. British fashion photographer Nick Knight, together with designer Gareth Pugh, has captured the Mercedes-Benz SLS AMG and top model Julia Stegner in some spectacular shots.

Mercedes-Benz SLS AMG in the new video game, Gran Turismo® 5

The gull-wing is not only expected to cause a stir on the roads with its breathtaking performance. The SLS AMG is also featured in the latest version of the PlayStation® 3 (PS3™) game Gran Turismo® 5, scheduled for release in 2010. In this new video game, gaming fans and car enthusiasts alike will be able to enjoy an interactive driving experience first hand at the wheel of the new Mercedes-Benz SLS AMG in full HD quality thanks to extremely realistic rendering. Furthermore, Mercedes-Benz gets to share a special honour: the super sports car will also grace the cover of Gran Turismo® 5 as the first vehicle from a German manufacturer in the history of the game series.

The Mercedes-Benz SLS AMG - Official TV Advertisement

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