Mercedes-Benz is the first car manufacturer to launch its own digital radio format
Stuttgart. At the Frankfurt International Motor Show, Mercedes-Benz will present not only new models to the world public, but will have a very special innovation to offer as well: as the first car manufacturer, the premium brand is launching its own digital radio programme – broadcasting 24 hours a day with a fixed programme schedule and editorial content. Mercedes-Benz Radio can be received with an app for tablets and mobile devices, a web player for at home and on the road, or with the latest generation of the COMAND Online multimedia system in the vehicle. The innovative audio offering is also available in the new Mercedes-Benz GLA, which celebrates its world premiere at the Frankfurt show. Further model series featuring the latest generation of COMAND Online are to follow.
“We have long been serving the many digital channels and platforms with exciting international contents. So it is only logical for us to extend our offer with a digital audio format of our own. We are taking this new approach especially with modern target groups in mind, to whom we increasingly appeal with our compact models. The always-on generation uses Mercedes-Benz Radio as an additional channel to get information about our brand and brand world,” says Lüder Fromm, Head of Global Marketing Communications Mercedes Benz Cars.
Mercedes-Benz Radio: independent, editorial and innovative
Mercedes-Benz Radio presents a 24-hour English-language premium programme from the brand with the star. The programme is a varied mix of high-quality editorial brand contents, sophisticated music and contents deriving from cooperation with selected partners. The emphasis is on stories from the product and brand universe of Mercedes-Benz. For instance, new vehicles and studies pertaining to all model series will be presented. Mercedes-Benz reporters are on hand at unusual events and immerse themselves in the world of the star. The programme is topped off by branded entertainment elements featuring Mercedes enthusiasts from all over the world as well as contents of partners, for example on the topics of travel, culture, sports, fashion, lifestyle and zeitgeist. The editorial orientation provides enough scope also to offer more progressive zeitgeist topics. “We will broadcast everything that has to do with the brand and its products – but in an editorial form, not a promotional form. This sets us apart from similar offerings,” says Fromm.
Neither is the music programme oriented to the current charts, nor are there heavy rotations. It does not offer mainstream, but a mix of recent songs no more than two or three years old. There will also be pieces from mixed tape compilations introducing young artists just starting out on their careers.
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True to the motto “The world of driving culture,” Mercedes-Benz Radio is fully integrated into the latest generation of the COMAND Online multimedia system. The Mercedes-Benz engineers have developed a simple, intuitively grasped operating system that permits starting and navigating through the radio programme at the push of a button.