Mercedes-Benz marketing for the 2012 M-Class bets on high tech safety

Article by Christian Andrei, on July 18, 2011

Mercedes-Benz’s advertising campaign for the next 6-9 months will not be monopolized by the redesigned 2012 Mercedes-Benz M class. However, this model would be at the center of the promotion blitz that will feature several safety messages. Steve Cannon, vice president of marketing for Mercedes-Benz USA, told the press that the campaign will be “real red meat," as it will be based on the features of its products as well as customer benefits.

This new M class is the third generation that will be produced in Vance, Ala. The 2012 model of the luxury crossover will start selling in the U.S. this September.

The features that will be offered as standard include a drowsiness detection system named Attention Assist, blind spot monitoring, and lane-departure assist that that was previously only offered on the high-end Mercedes-Benz passenger cars.

Cannon said that the company has looked at market research and online discussion groups and knows that its safety message “resonates with people” and gives positive feedback to the company.

Several weeks ago, Mercedes began to broadcast a video on its Web site that showed a Google executive who was able to avoid an accident as his range-topping S-class sedan was fitted with Distronic Plus with Pre-Safe braking.

This system applies the brakes when it detects a possible collision. While this video doesn’t refer to the M class, it will soon get this feature as an option. Cannon believes that the entire brand benefits from the ad. Mercedes had begun broadcasting a TV spot based on the video, which has scored tremendously well in ad research, Cannon claims.

The new Mercedes-Benz M-Class has surpassed older benchmarks and sets a new set of standards in the SUV world. Thanks to its cutting-edge automotive technology, fuel efficiency, and passive safety. It also helps that the third generation M-Class gives drivers superior driving dynamics and features completely redesigned interior with top of the line ergonomics!

The third generation Mercedes-Benz M-Class models generally reduce your fuel consumption by 25 percent, the biggest reduction that the German automaker has been able to achieve in enhancing its SUVs. Apart from the lower fuel consumption, the emissions have been reduced as well. To help it become more environmentally-friendly, the M-Class has a top-notch engine line-up and an air drag coefficient of 0.32. And it also has several BlueEFFICIENCY measures implemented.

It makes use of several new development tools, including the energy transparent vehicle. As proof of just how environmentally sound the M-class really is, take a look at the ML 250 BlueTEC 4MATIC. The new model is about 28 percent more fuel-saving than the previous model, consuming only six liters for every 100 kilometers and emitting only 158 grams of carbon dioxide per kilometer. A full tank of fuel can go as far as 1,500 kilometers.

The third generation M-Class follows the brand characteristics of the German automaker when it comes to safety. It's the perfect manifestation of Mercedes-Benz’s comprehensive safety concept that takes its cue from real life accidents called the Real Life Safety philosophy. The front and back have deformation zones and the passenger cell was made even stronger and durable. Both of these provide protection for passenger in case of an accident. The M-Class also has the assistance systems found in the E-Class and the S-Class that helps with driver fitness safety and active safety.

Dynamic handling is a signature trait of the new M-Class, giving you a comfortable and dynamic driving experience on the road and in other terrains. The steel suspension, which comes standard with every M-Class SUV, has selective damping. These SUVs also have new chassis improvements and cutting edge handling control systems. All of these help make the M-Class effortless to drive.

You also have the AIRMATIC air suspension that features adaptive damping, as well as the ON&OFFROAD package that gives you six driving modes. Meanwhile, the Active Curve System stabilizes the roll of your SUV. On top of these, there is also a wide range of measures that help make sure that riding the M-Class is a much quiet experience without the rocky vibration.

The new M-Class SUV has a strong history in off-road driving, and you can see that in the new SUVs. But even with its rugged past, you can still feel like you are riding a luxury car when you get inside. Elegant wood and ground aluminium punctuate the interiors, along with detailed trim highlights and switches. The interior is dominated by lovely surfaces and powerful lines that give the SUV an expensive looking interior and unparalleled sense of comfort for passengers and the driver.

With elegance and comfort combined, the new M3 further bolsters these characteristics with the dome shape that hints at its power while also having a smoothly sloping dashboard that does not look cramped and underscores the fact that SUV is just perfect for long drives.

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