Mercedes to leverage sports events to boost brand image - mydigitalfc.com

Mercedes-Benz on Wednesday launched a series of driving events to strengthen its brand and boost sluggish sales in the Indian market. The firm's Mercedes Benz Performance Drive consisting of young driver programme to groom aspirants for a career as a race driver, exotic driving destinations and opening of the off-road test track at its plant at Chakan, near Pune is aimed at improving its brand image and market share. However, its newly appointed managing director and CEO Eberhard Kern told Financial Chronicle that the luxury carmaker was not in the volume game as yet in the Indian market. His predecessor Peter Honegg had earlier told FC that the firm, which was not present in every segment, was gearing up with new product launches in the next couple of years to beat competition. "We are creating a brand experience for people across interest levels and skills sets and providing something for everyone," Kern said. The Pune-based company has lined up six different driving experiences. Kern said the Young Star Driver Programme is a joint programme with Federation of Motor Sports Club of India (FMSCI) to spot young stars for the Formula 1 and DTM circuits in the 15-25 age group. "After a nationwide screening and evaluation of the applicants, about 50 drivers will be shortlisted out of which 12 drivers will be selected for a two-day programme at the Budha International Circuit," Vicky Chandhok, president of FMSCI said. He said after testing their skills for motorsport acumen three out of 12 drivers will be selected for advanced training in Germany and for masters SLS AMG GT3 training. "This programme is free for selected young stars as we are trying to build a talent pool for the racing events," Kern said. For other speed drivers, the company has offered five events to provide participants and Mercedes brand owners a better understanding of their premium sports utility vehicles, including off-roading experiences. "The one-day off-road test track programme at Chakan plant where participants get to experience powerful Mercedes SUVs will cost Rs 20,000," Kern said. He said corporate honchos will also get a chance to burn rubber in the iconic Buddha International Circuit on a range of high performance AMG cars over two days. This two-day session will include qualifying round and finals. "This will provide drivers to get trained on cornering, braking, slalom and taxi rides," Kern said. For high end motoring enthusiasts, the company has offered international events such as driving G-Wagons at Graz, Austria, home of the legendary G-Class by invitation to ice driving experiences in Sweden which costs Rs 3.1 lakh per person and a 47-day 17,000 km adventure trip from Poland to India in G-Class, carries a price tag of Rs 19 lakh per person. michaelgonsalves@mydigitalfc.com via Technology - Google News http://news.google.com/news/url?sa=t&fd=R&usg=AFQjCNFOcMulHYPeV4g9XvqU9S1JK68F3A&url=http://www.mydigitalfc.com/news/mercedes-leverage-sports-events-boost-brand-image-470

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