Stuttgart/Frankfurt. For its appearance at the Frankfurt International Motor Show from 10 to 22 September 2013, Mercedes-Benz is transforming the Festival Hall into a fascinating Mercedes world under the theme “Urban Experience.” In a scenario which conjures up a vibrant urban setting, the visitor experiences the fascinating dynamism, diversity and innovative prowess of the Mercedes-Benz brand on a tour taking in three levels and well over 8000 square metres of exhibition space. An extensive stage with LED media screens covering some 1200 square metres sets the scene for the emotional and spectacular presentation of the key product and brand messages. The highlights among the new models on show include five world premieres: the GLA as the latest addition to Mercedes-Benz’s new generation of compact cars, the Concept S-Class Coupé, offering a foretaste of a forthcoming member of the new S-Class family, the S 500 PLUG-IN HYBRID, which sets new benchmarks with regard to efficiency as well as drive-system and climate comfort, the S 63 AMG and the smart fourjoy study, heralding a new compact four-seater. “Under the leitmotif ‘Fascination Mercedes’ we are presenting the modern, attractive and dynamic face of the Mercedes-Benz brand in an impressive high-tech setting in the Festival Hall which will delight our visitors. On their tour of our exhibition they will discover fascinating vehicles featuring innovative technologies in trendy scenarios, on large-format LED panels and on a host of interactive exhibits. The Frankfurt International Motor Show is the highlight of our show appearances in 2013 – our home event, as it were,” explains Andreas von Wallfeld, Head of Shows, Exhibitions and Events Mercedes-Benz Cars.
The exhibition: a colourful trip through the Mercedes world
After entering the Festival Hall and catching a first glance of the impressive multimedia scenario, visitors are transported via two escalators to level 2 at a height of 13 metres. From here, the guided tour of some 600 metres in length leads through a terraced structure down to level 1 and the ground floor. Around 70 exhibited vehicles, numerous presentations of special topics and interactive exhibits offer the visitor infotainment with substance. Engineers, designers, product experts and sales personnel are on hand to discuss innovations for safe, sustainable and individual mobility.
The exhibition begins with the most recent models from Mercedes-Benz. The CLA, A- and B-Class are on show along with the GLA, which reinterprets the compact SUV segment in impressive style. The visitor then enters the Mercedes-Benz world of BlueEFFICIENCY. Here the spotlight is on the topics of electric drive, natural gas drive and new mobility concepts. The B-Class Electric Drive, whose appearance at the Frankfurt International Motor Show marks its European premiere, and the drivetrain of the SLS AMG Coupé Electric Drive showcase the expertise of Mercedes-Benz and Mercedes-AMG in the field of local emission-free mobility. With the smart fortwo electric drive as an ambassador for car2go, Daimler AG is also demonstrating its competence in the development and marketing of cutting-edge, alternative mobility concepts.
Passing by the entire range of powerful and economical SUVs, the visitor reaches level 1, whose attractions include the exciting world of design. A spacious room reminiscent of an art gallery embodies the keynotes of Mercedes-Benz’s design philosophy: sensuousness and clarity. This principle is manifested in particular in large-format screens which stand for the two poles – “sensuous” and “clear.”
Visitors then discover the advantages of “Mercedes-Benz Intelligent Drive”. The innovative assistance systems designed to enhance active safety are presented in vivid detail. The S-Class Simulator offers a unique opportunity to experience at first hand how the innovative assistants make the S-Class the safest vehicle in its segment. Visitors can also experience the diverse connectivity options available in a Mercedes-Benz vehicle, courtesy of an authentic set-up presenting the COMAND Online which features on board the S-Class.
On the initiative of Business Innovation, the Daimler lab for creative business ideas, a Berlin artist will act as a so-called “visual recorder” in the area of Daimler Mobility Services, listening to discussions and conversations and capturing the essence of what is said in drawings to be produced live on a car2go vehicle.
The Mercedes-Benz Accessories stand centres around a Mercedes-Benz CLA 200 which has been fitted with Mercedes-Benz Sport Equipment and other Genuine Accessories to demonstrate how products from Mercedes-Benz Accessories GmbH can add a high-quality, individual touch. A scale model of the SLS AMG GT3, specially designed for the IAA, will also be available at the stand, along with other miniatures.
The tour draws to a close with AMG, Mercedes-Benz’s high-performance brand, and the fascinating world of motorsport. Special highlights are the S 63 AMG, which is being premiered at the Frankfurt International Motor Show as the most dynamic S-Class of all time, and the CLA 45 AMG showcar, providing a preview of another customer sport racing car from Mercedes-AMG.
The stage show: The Fascination of Mercedes
Visitors are able to follow the stage show throughout their tour of the exhibition. Measuring over 55 metres in length and almost ten metres high in part, the LED screen extends up to level 1 and shapes the overall look of Mercedes-Benz’s appearance at the motor show. Grandstand-style seats on levels 1 and 2 offer spectacular views of the stage. Under the banner “The Fascination of Mercedes,” the vibrant stage scenario brings the presentation of the brand to life, exuding intensity and dynamism. Cleverly choreographed interaction between moving media panels, light, film and music continually focuses attention on the centre of the stage. On a communicative level, the spectacle places the spotlight on the world premiere of the GLA, the world premiere of the S 63 AMG, the show premiere of the S-Class and the brand topics “Mercedes-Benz Intelligent Drive” and “BlueEFFICIENCY.” The active show ends with a look forward to the forthcoming generation of the S-Class Coupé.
New and innovative features of the programme
In keeping with the marketing and sales strategy “Mercedes-Benz 2020: Best Customer Experience”, Mercedes is also breaking new ground with regard to its interaction with visitors to the motor show. Above all, it is incorporating digital platforms and social networks into its communications. Members of “generation Facebook” are thus able to share their experiences at the Mercedes stand instantaneously. Visitors can upload photos via the Instagram media platform at #MBcarIAA, thereby becoming part of the overall depiction of the stand on “the world’s biggest Instagram wall.” In this way, the exhibition stand becomes a kaleidoscope of its visitors’ likes and desires.
Features such as guided discovery tours with Genius and MobileKids, the “GENIUS BUZZ” knowledge quiz and a Genius “Design Lab” under the banner “Design Your Car” provide an appropriate means of introducing the topics covered by Mercedes’ appearance at the motor show to children and young people. Daimler will also be presenting itself as an employer. Interested visitors can find out about openings and vacancies within the Group.
Around 1500 employees have been working for a year on planning and realising Mercedes-Benz’s appearance covering more than 8000 square metres. 830 tonnes of steel and some 100 kilometres of cabling have been installed in the Festival Hall, for example. The appearance also includes around 5500 square metres of exhibition and presentation space on the grounds outside the exhibition centre. The Mercedes-Benz “Intelligent Drive” course, a photo opportunity in front of a GLA fire brigade vehicle and the presentation of the Viano Marco Polo await visitors here.
At www.mercedes-benz.com/livestream, the Mercedes-Benz & smart Media Night on 9 September, beginning at 7.00 p.m. CET and the press conference on 10 September, beginning at 10.45 a.m., will be broadcast live on the internet.
smart at the Frankfurt International Motor Show
smart is focusing on mobility topics with “smart move.” Visitors will have their first opportunity to see the smart fourjoy study, demonstrating that a four-seater can also boast signature smart attributes. Another highlight of smart’s appearance at the motor show is the “living electric” area featuring the smart fortwo electric drive, the smart ebike, car2go and the customer-friendly “smart add-on” services.
smart’s appearance this year covers 2750 square metres in the Forum and 1300 square metres on the grounds outside. The brand is exploiting the daylight situation in the Forum once again this year with an open, light and airy exhibition stand. In all, 32 vehicles will be on show, including seven on the grounds outside, where further attractions await visitors – such as the smart beach volleyball court and the smart test drive area. The smart beach transports topics such as fun, summer and good times while at the same time highlighting smart’s sponsorship activities in the area of beach volleyball. From 13 – 15 September smart is inviting its world-class teams to the Frankfurt International Motor Show, where they will compete for the SMART IAA PRO CUP. The first SMART IAA CUP for Grass Roots will additionally be held from 18 to 21 September in cooperation with the Hessian Volleyball Association. In the area in front of the Maritim Hotel, visitors will have an opportunity to try out the ebike and electric drive in urban traffic or on a specially prepared circuit. Visitors can also use smart ebikes to travel to and from Frankfurt’s main railway station.