Mercedes-Benz India brings StarDrive to Delhi to showcase the prowess of its model line-up

Tuesday 11 September 2012, 11:49 AM by

Mercedes-Benz, one of the leading luxury car makers in India, has commenced the second phase of its signature 'StarDrive Experience' at the Buddh international Circuit, Greater Noida. This unique marketing initiative has already successfully completed two years in the country and received an overwhelming response form the Indian audience. The program designed by the car maker is aimed at highlighting the best-in-class safety features and futuristic technology, which are standard in every model of Mercedes-Benz.

With the participation in this program, the potential customers of the auto maker will be able to grasp that how to tackle the critical road situations in a safe and controlled environment, under the surveillance of experts. These professionals have 12-15 years of experience behind them and have been trained by the experts of Mercedes-Benz driving team. The StarDrive brings together the essence of fun and Mercedes-Benz's 'Spirit of Innovation'.

Through different simulations in the programme, customers will be able to test Mercedes-Benz products on the grounds of safety, agility and performance on both off-road as well as on-road driving conditions. Participants of the event will get an opportunity to experience top-notch safety features like AIRMATIC package, Pro-Engineering Package, 4ETS and Downhill Speed Regulation (DSR), among others, which are packed within the Mercedes-Benz models.

StarDrive Experience will also give a platform to the audience to test the power and duress of the entire line-up of the German car maker, including the ML-Class, GL-Class, C-Class and E-Class. Mercedes-Benz has recently added the AMG series to its impressive line-up with new models like C 63 AMG and G 55 AMG.

Director (Sales and Marketing) of Mercedes-Benz India, Debashis Mitra quoted, “StarDrive Experience which is in its third year, is our unique initiative which is in sync with our successful 'Go to the Customer' approach wherein our constant endeavour has been to give our customers a comprehensive experience of the various attributes of brand Mercedes-Benz. We are thrilled to bring the Mercedes-Benz StarDrive Experience to New Delhi which is an important market for us. The North Indian market has been very successful for us with our SUVs and the StarDrive will give our connoisseurs the best platform to familiarize themselves with the off-roading prowess of these vehicles. Our aim is to enable our customers to personally experience the unmatched safety and technology aspects of our cars besides additionally offering them an opportunity to further hone their driving skills. Combining the vital fundamentals of driving experience with simulation of critical road situations, the StarDrive Experience embodies Mercedes-Benz's spirit of innovation with an element of fun, reiterating the Mercedes-Benz philosophy of "Best or Nothing."

Expressing the same sentiments, Raymond Wong, Chief Executive Officer, ExxonMobil Lubricants Private Limited, sponsorship partner of the event, said, “Mobil 1 has long been the lubricant of choice for race teams competing in Formula One - one of the most demanding motorsports series. We have a long history and a strong association with Mercedes Benz and motorsports. ExxonMobil provides Mercedes Benz with Mobil 1 lubricant technology, expertise and support to develop next-generation lubricants for car engines and gearboxes. And it is a privilege for us to be a partner in the Mercedes Benz StarDrive Experience, which is aimed at giving participants a unique driving experience through various tough simulations to showcase the power, agility, unparalleled safety features and engineering technology of these cars. The world's leading synthetic motor oil brand, Mobil 1, features anti-wear technology that provides performance beyond conventional motor oils and exceptional protection against engine wear, under normal or even some of the most extreme conditions. Mobil 1 flows quickly in extreme temperatures to protect critical engine parts and is designed to maximize engine performance and help extend engine life."

Mercedes-Benz India has remained pioneer in presenting new technologies to the world, including customer safety features, which has always been the major driving force behind its innovation. Since many years, numerous revolutionary technologies have emerged from the car maker's stable, like essential occupant protection system, Neck-Pro, Parktronic and the attention assist system. These features have raised the bar in terms of safety in the automotive industry.

After witnessing two consecutive successful seasons in last two years, the StarDrive Experience 2012 commenced in Kochi, Bengaluru and Chennai with cities like New Delhi and Chandigarh on its itinerary. The third season of the programme will conclude in Mumbai. Individuals participating in the event can interact and share their experiences with their near and dear ones using wifi enabled iPads provided in the Star Lounges. These lounges are the hospitality areas, which are exclusively designed by the Mercedes-Benz for the participants of StarDrive.

2012 StarDrive Experience comprises several activities within three sections viz. Pre-Safe demonstration activity, Off-Roading demonstration activity and the 'StarDrive with Farhan Akhtar contest'. In Pre-Safe demonstration activity, the driving dynamics of C-Class and E-Class are put to test on the grounds of safety, agility and features like PRE-SAFE and Electronic Stability Programme (ESP), among others.

The Off-Roading demonstration activity is aimed at showcasing the off-roading technologies like Pro-Engineering Package, AIRMATIC Package, 4ETS and Downhill Speed Regulation (DSR). These features come as a part of standard accessory on Mercedes-Benz Sports Utility Vehicles (SUVs) like GL- and ML-Class.

'StarDrive with Farhan Akhtar' contest is a unique initiative, wherein the participants on winning the racing contest will get a chance to take part in the Grand Finale of the StarDrive Experience with actor Farhan Akhtar. The winner of the contest can take his spouse along to the Finale, which is to be held in Mumbai on September 23, 2012.

The whole 'StarDrive Experience' by Mercedes-Benz is an exclusively designed marketing initiative, which has been organised in partnership with Daimler Financial Services and Mobil 1. It is targeted at enhancing the interaction with customers and admirers of the brand across the country. With attempts like 'Feel it' design philosophy and 'StarDrive Experience', Mercedes-Benz is shifting its focus towards the Indian youth and is trying to make them familiar with its innovative products.

ExxonMobil is counted among the leading promoters of asphalts, finished lubricants and speciality products. It is also the Numero Uno supplier worldwide of lubricant base stocks. Mobil 1 is one of the prominent brands under the umbrella of ExxonMobil, which has its demand globally.

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