Mercedes-Benz USA names Bernhard Glaser as vice president of marketing

Article by Anita Panait, on February 3, 2012

Mercedes-Benz USA has appointed Bernhard Glaser as vice president of marketing, effective immediately. Glaser’s new responsibilities include marketing the Mercedes-Benz, Maybach and Smart brands in the United States."Bernie brings to this job an extensive amount of experience with the product, the brand, the culture, the dealers and our customers at a time when we are planning to take every aspect of our business to new levels in this market," newly appointed Mercedes-Benz CEO Steve Cannon said.

Glaser had been Mercedes-Benz USA's general manager of product management since 2003. He has held a variety of product management positions since joining Mercedes-Benz in Germany in 1992. In 1998, he was appointed as Mercedes-Benz USA’s department manager for coupes and convertibles.

He was responsible for overseeing the volume, pricing and strategy for the SL, SLK, CL and CLK cars. In 2001, he returned to Mercedes-Benz headquarters in Stuttgart as the executive assistant to the board member responsible for worldwide marketing of the Mercedes-Benz, Maybach and Smart brands. Glaser has a master's degree in business and engineering from Germany’s Karlsruhe University.

The onset of spring 2011 is greeted by the unveiling of the new Mercedes Benz C-Class, a compact executive car. Proudly displaying its impressive, fully made-over look, the new C-Class’ front and rear exterior have been superbly restyled to exude an elegant and sporty character. The C-Class’ front reconfiguration has made it possess a more distinct Mercedes Benz look, in line with the brand’s esteemed design principles. The front fender now possesses an aesthetically bolder yet formal and sleek look, blending impeccably well with the emphatic and prominent horizontal accentuations of the radiator grille and the smoothness of the smart-looking headlights.

The centrally-positioned air intake, with slanted sides to form an inverted V, complements and serves as an introductory piece for the slightly V-shaped radiator grille. The central air intake smoothly flares out towards the left and right edges of the lower front fender, just below the headlamps. Furthermore, the configuration of the centrally-positioned air intake blends well and seems to effortlessly morph with the accent lines and indentations on the C-Class’ exterior sides. The side air intakes, on the other hand, contribute to the low-profile, road-hugging stance of the car.

A newly designed aluminum bonnet has also been installed on both the Saloon and Estate variants of the C-Class, with the bonnet’s front edge smoothly flowing to follow the contour of the headlamps and radiator grille, thereby further highlighting the V-shaped grille and the overall elegant and sporty character of its facade.

The clear-lens headlamps have also been redesigned to blend more smoothly and effortlessly with the reconfigured radiator grille, bonnet, front fender and air intakes, to complete the redesign of the C-Class’ front end. Interestingly, the precision headlamps, with distinct matt and gloss finish combinations, have been modified both externally and internally, since its housing has undergone design adjustments too. The position of the LED bulbs for the headlamps remains in a classic type layout, wherein the low beam light is located on the outer portion of the headlamp while the main beam light is positioned on the inner portion of the headlamp. The turning indicators are perfectly infused and molded unto the outermost corner of each headlamp.

As an option, bi-xenon headlamps with Intelligent Light System (ILS) may be ordered by the customer. This type of headlamps provides the driver with a better perception of depth, which is made possible by a row of lighting modules inside the lamp. A unique, C-shaped position light reinforces the headlamp’s night design, while situated behind the position light is a cornering light. A visual base is created by an LED indicator unit which forms a wide horizontal band at the lower portion of the headlamp. And finally, the sleek horizontal LED daytime running lights, positioned at the lower left and right corners of the front fender, give the Mercedes C-Class a uniquely iconic and stealth-like feature, which proudly announces its arrival.

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