In India as the spirit of Performance Motoring gains impetus, Mercedes-Benz has chalked out aggressive plans to provide further momentum to the spirit of motoring. Towards this end, the company has announced its three pronged strategy for the Indian market:
•Automobile partner for Buddh International Circuit: Mercedes-Benz and JPSI have concluded an agreement whereby Mercedes-Benz cars will be utilized as safety / monitor cars for all events at the track
•Pan-India activations for Motorsports: The company announced rollout of aggressive plans to popularize motorsports through promotional activities, road shows and dealership activations across India
•Performance Driving Academy: Mercedes-Benz and JPSI together plans to set up a Performance Driving Academy in 2012 to foster talent and popularize performance driving.
Performance is the heart of the brand DNA of Mercedes-Benz. Mr. Peter Honegg, Managing Director & CEO, Mercedes-Benz India elaborated further, “Mercedes-Benz is a performance brand and our long association with Motorsports is a testimony to this fact.
It has been our endeavour to enable more people to experience the performance and dynamism of our cars, and we will continue to do so in times to come.” He added, “My earlier experience in China and Southeast Asia shows that once sports like Formula One features in, consumer interest also increases significantly.”
Commenting on the partnership Sameer Gaur, Managing Director & CEO, JPSI Sports added, “We are pleased to have Mercedes-Benz as the Official Partners for Buddh International Circuit. Mercedes-Benz has a rich tradition and a proven dominance in Motorsports arena and enjoys a huge brand legacy and following across the globe.
Together with Mercedes-Benz, JPSI will play a pivotal role in popularizing Motorsport in India. Buddh International Circuit will act as a new platform to create a talent pool of next gen motorsports champions of India”.
Elaborating on the plans Mercedes-Benz India has in store, Mr. Debashis Mitra, Director, Sales & Marketing said “Our partnership with JPSI is a key enabler towards our efforts in popularizing Motorsport in India.
Our activations across major metros and unique engagements like “MTV Date with Speed” and “Pit Stops” at our dealerships will create further excitement around Mercedes-Benz Motorsport amongst our young customers and enthusiasts of the brand Mercedes-Benz. We definitely look forward to welcome Michael Schumacher and Nico Rosberg during the Indian leg of Formula One.”
Brief details on the plans Mercedes-Benz has in store:
Official Automobile Partners of Buddh International Circuit: As the Official partners of Buddh International Circuit the company along with JPSI will play a pivotal role in the debut of Indian Grand Prix. The partnership with JPSI is aimed at establishing a stronger connect with motorsports enthusiasts and potential customers. Mercedes-Benz customers shall have exclusive and special access to use the cars on the race track. With lot of interventions planned at the impressive race track, Mercedes-Benz India is set to establish benchmarks in Indian Motorsports arena.
Popularizing Motorsport: Mercedes-Benz will start a nationwide promotional and activation campaign to popularize Motorsport and give enthusiasts access to witness the action at the Indian Grand Prix at Buddh International Circuit. Mercedes-Benz plans to create Pit Stops at all its dealerships which will sell tickets for Indian Grand Prix and also merchandise for enthusiasts and collectors.
The Mercedes-Benz Speed Date is another activity planned around third week of October at Mumbai with participation of over 100 Mercedes-Benz and AMG cars.
A college activation program, MTV Date with Speed, is fun filled program, with youth engagement, music, cars all woven around the theme of Motorsports. Mercedes-Benz will also be organizing lifestyle parties across multiple cities at the hippest pubs. A host of other promotional campaigns targeting the young audience will ensure the country gives a rousing welcome to the grand debut of Indian Grand Prix.
As an Official Automobile Partner, Mercedes-Benz cars will serve as the Official Safety car, Fast Intervention Vehicles and Race Control Cars in Motorsport event in the country.
Performance Driving Academy: Mercedes-Benz along with JPSI will create a Performance Driving Academy to create a platform to provide high octane experience to motorsports enthusiasts in India. The new Academy will offer structured programs, cars, trainers and help groom new talents on the racing circuit.
Mercedes-Benz’s involvement with motorsports has a legacy spanning 117 years and the company has been a major force in Motorsports since 1894. The Silver Arrows were born on 3 June 1934 when Manfred von Brauchitsch won the Eifelrennen at the Nürburgring at the wheels of a Mercedes W25.
On 4 July 1954, the Silver Arrows returned for the first time when Juan Manuel Fangio drove his W196 streamliner to victory in the French Grand Prix at Reims which he won ahead of his team mate Karl Kling. It was also the first Formula One race win for Mercedes-Benz. From the legendary Silver Arrow to the MercedesGP team of today, no other automobile manufacturer in the world shares the same relationship with racing as Mercedes-Benz. The dominance of the tri-star only grows stronger and better with 6 cars running on Mercedes-Benz engines today!