Mercedes Benz

OFFICIAL PRESS RELEASE

Stuttgart, Germany, Sep 02, 2010 - Today Mercedes-Benz launches a new, broad-based campaign under the slogan “Fast forward to tomorrow” that targets mobility of the future. All communication channels, including a TV spot, a web special and advertisements, will show that the brand with the three-pointed star is already well on the road to zero-emissions mobility. In BlueEFFICIENCY, Mercedes-Benz has developed an integrated strategy with groundbreaking technologies for diesel (BlueTEC) and petrol engines (BlueDIRECT), as well as electric drives powered by battery (E-CELL) or fuel cell (F-CELL) – technologies that have reached production readiness and are already to be found on the world’s roads. In this way, Mercedes-Benz plays a pioneering role both in constantly optimising combustion engines and in developing groundbreaking solutions for zero-emissions mobility – and it is set to play a major part in deciding the course such developments will take in the years ahead.


As the inventor of the automobile, Mercedes-Benz today already offers a greater degree of efficiency and environmental compatibility on the road to a zero-emissions future than any other automotive manufacturer. By the end of 2010 a total of 85 BlueEFFICIENCY models will be available, in which various technical and aerodynamic measures combine to cut fuel consumption by up to 30 percent and already now comply with tomorrow’s strict environmental standards. This mix of intelligent, needs-oriented solutions for environmentally compatible mobility includes not only high-efficiency combustion engines, but also hybrid drives and electric vehicles powered by battery or fuel cell. In the near future, for example, another electric vehicle – the A-Class E-CELL – will go into series production.

“With our massive investment in future technologies such as battery-powered and fuel cell vehicles and the constant optimisation of our combustion engines, we are the driving force behind sustainable mobility. BlueEFFICIENCY is our umbrella term for the entire bandwidth of innovative technologies and vehicles that enable clean and efficient mobility. Our aim is to use the bold and simple messages of the current campaign to explain the entire package of measures to our customers and the general public,” said Anders Sundt Jensen, Head of Brand Communications Mercedes-Benz Cars, at the campaign launch.

Mercedes-Benz for 125 years: innovations for the future

The centrepiece of the campaign is an emotive TV spot that uses historical analogy to represent the innovative power of the brand with the three-pointed star. Using New York as a case in point, it shows how over 100 years ago the inventions of Gottlieb Daimler and Carl Benz revolutionised individual mobility and in so doing solved one of the most pressing emissions problems of the day: horse dung. Towns and cities were in danger of becoming buried under the mountains of droppings produced by the hundreds of thousands of our four-legged friends. Now, four generations on, Mercedes-Benz continues to pursue forward-looking mobility concepts and create solutions to the challenge currently facing us: carbon dioxide (CO2). BlueEFFICIENCY will save thousands of tonnes of CO2 – and put the goal of zero-emissions mobility within reach.

The TV spot is flanked by a broad range of other measures designed to reach out to target groups via a variety of channels. An multimedia-based online web special at www.mercedes-benz.com/blueefficiency will be launched to explain the technologies to those interested and illustrate additional aspects in video format. The advertisements will depict the BlueEFFICIENCY models already available against the backdrop of a futuristic-looking urban environment. The integrated campaign, which is to be launched in twelve countries, will also include outdoor advertising and trade marketing, together with a comprehensive BlueEFFICIENCY brochure.

A comprehensive BlueEFFICIENCY campaign day is taking place at all Mercedes-Benz sales partners in Germany on 2 October. Here existing and prospective customers can obtain detailed information about BlueEFFICIENCY vehicles as well as experience the vehicles themselves.



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