• LuxeDrive, a customer engagement programme based on the three pillars of Adrenaline, Gourmet and Design fascinated the luxury car enthusiasts in Chennai
• Mercedes-Benz has associated itself with ‘Gauri Khan Designs’ created by the talented Gauri Khan
• Renowned Chef Ritu Dalmia’s exclusive food itinerary was highly appreciated by the patrons
• A unique experience of adrenaline rushing activities: Guests were thrilled with the driving experience of the wide range of Mercedes-Benz vehicles
• Patrons got a chance to test drive the vehicle of their choice. Provision also made for a complementary vehicle evaluation, opportunity for a special trade-in, personalized finance offers and other value additions
• Black Edition: For the first time a brand new line, the ‘Black Edition’ was presented that comprises exclusive Mercedes-Benz accessories and merchandise for brand loyalists
• LuxeDrive will travel across the country to provide the famed luxury experience synonymous with Mercedes-Benz | LuxeDrive has travelled to Kolkata, Visakhapatnam this year prior to coming to Chennai
• After Chennai, LuxeDrive will travel to Bangalore and Nasik markets
Chennai: India’s largest luxury car maker Mercedes-Benz ushered in the highly popular
and innovative experiential customer engagement programme, LuxeDrive to Chennai.
LuxeDrive is based on the three pillars of adrenalin, gourmet and design and is aimed at
creating an unsurpassable luxury brand experience for the patrons and brand loyalists
across age groups.
Mercedes-Benz India has tied-up with ‘Gauri Khan Designs’ designed by the talented
Gauri Khan for the first time. The patrons also indulged in the delectable recipes
whipped-up by the renowned Chef Ritu Dalmia. The highlight of LuxeDrive was the
adrenaline rushing range of Mercedes-Benz cars which displayed their technological
prowess in addition to providing unmatched luxury driving experience. The engaging
LuxeDrive was conducted at the Madras Motor Sports Club – Irungattukottai,
Commenting on the response shown to LuxeDrive, Roland Folger, Managing Director
& CEO, Mercedes-Benz India said, “Chennai is an important market for Mercedes-
Benz in the Southern zone, and we are very satisfied the way this market has grown for
Mercedes-Benz. We have two dealership with four world-class outlets in Chennai that
caters to the growing customer base in this market. With innovative experiential events
like LuxeDrive, it has been our endeavour to win the hearts and minds of our discerning
patrons in Chennai. We intend to continue this ‘winning’ streak and bestow more
luxurious experiences to our patrons through the ‘Three Pointed Star’.”
The unique and engrossing Mercedes-Benz LuxeDrive showcased the technical
expertise and superior performance that Mercedes-Benz range of vehicles are capable
of. This is demonstrated through a series of self-driving exercises on a specially
designed test track. Managed by a team of expert drivers, various vehicle dynamics and
features were experienced by participants in both off-road and on-road conditions. The
visitors also experienced the memorable ‘Ah My God!’ feeling with the range of breath
taking AMG range of performance cars.
Apart from the adrenaline rushing cars, the aesthetic designer collection ‘Gauri Khan Designs’ done up by Gauri Khan mesmerized the guests. Similarly, the Order of the Star of Italian Solidarity award winner, Chef Ritu Dalmia’s gastronomic dishes created quite a stir among patrons.
There was also a special zone for exclusive Mercedes-Benz merchandise where guests chose and took home their favorite merchandise. The special ‘kids’ zone’ with games for engaging the kids while their parents / relatives indulged in the experience was an added attraction, making LuxeDrive a fun-filled event. The MercedesTrophy zone had exclusive MercedesTrophy goodies on display that kept the participants and families engaged throughout. Patrons also had the unique opportunity to get a free car evaluation from Mercedes-Benz pre-owned car sales team and an opportunity for special trade-in and personalized finance offers.
About Mercedes-Benz India: (Update with the latest Q1 2016 numbers)
Established in 1994, Mercedes-Benz India Pvt. Ltd. pioneered the luxury car market in India and boasts of more than 130 years of cutting edge innovation in the luxury automobile industry globally. Set up in 2009, Mercedes-Benz India’s world class production facility is spread over 100 acres in Chakan near Pune. Since June 2015, Mercedes-Benz India also commenced production from its new expanded production facility located in the same premises. The production facility now carries an investment of INR 1000+ crores and has the largest installed production capacity for any luxury car maker in India.
Mercedes-Benz India product portfolio comprises the locally produced Mercedes Maybach S 500, S-Class, E-Class, C-Class, CLA sedans and the GLA, GLE and the GL-Class SUVs. Completely Built imported cars portfolio includes the A-Class, B-Class, CLS, SLK, E-Class Cabriolet, S-Class Coupé, and the S 600 Guard a range of other Guard vehicles etc. The product portfolio also comprises the iconic off-roader Mercedes-AMG G 63 as well as a wide range of other Mercedes-AMG performance cars like the AMG CLA 45, AMG C 63 S, AMG E 63, AMG SLK 55, AMG S 63 Coupe, AMG GL 63, AMG ML 63, AMG S 63, AMG GLA 45, GLE 450 AMG Coupe and AMG GT S. Given Mercedes-Benz’s continuous success in India across myriad spectrum of
sales, network, operations, services, finance, etc. 2016 will be the cornerstone to inculcate the spirit of winning despite emerging market challenges.
‘Winning with Mercedes-Benz’ philosophy is also derived from the unrivalled success created by the Mercedes-AMG Petronas F1 team in the highly competitive Formula 1 in the past years. In 2016, Mercedes-Benz will initiate a range of innovative customer oriented initiatives which are ‘winning’ in nature and will further underline the brand’s strong customer centric approach. In 2016, Mercedes-Benz began its ‘winning’ motto with the launch of the fascinating GLE 450 AMG Coupe, as the first product of the year. The second launch Mercedes-Maybach S600 Guard is the costliest product from Mercedes-Benz India fleet. The third launch of the year is S400 from Mercedes-Benz India. The company has also been ranked number one in the J.D. Power Customer Service Index 2015, among the luxury brands for the second year in a row. Mercedes-Benz India registered a historic 32% year-on-year growth by selling 13502 units in the Jan–December 2015 period and became the No. 1 luxury car brand in terms of sales volumes, as well. The company clocked in the best quarter in January to March 2016 period by selling 3,622 units. For the third consecutive year, Mercedes-Benz India has witnessed a double digit growth and has emerged as the ‘most awarded luxury car brand’ in India. The brand has won as many as 30 prestigious automotive awards conferred by different media houses across India, the highest won by any luxury automotive brand in India this year.