India’s largest luxury car manufacturer Mercedes-Benz India today, announced the commencement of the 5th edition of one of the most recognized experiential drive platforms in the Indian automotive industry, Luxe Drive Live 2019. This unique drive experiential is based on the three exciting pillars of Adrenaline, Gourmet and Music, which provides the participants a holistic experience of brand Mercedes-Benz. Customers and prospects will get an opportunity to indulge in the culinary delights by celebrity Chef Ranveer Brar, enjoy live performances in association with MTV and also experience the excitement and fascination associated with Mercedes-Benz cars. LuxeDrive in Stage 1 is set to roll-out from 9th March, 2019 from Coimbatore and will travel to the 11 other cities through the year.
Mr. Martin Schwenk, Managing Director and CEO, Mercedes-Benz India, said,
“As we celebrate 25 years in India with the brand motto “Best Never Rest”; it has been our endeavour to introduce a lot of excitement to this unique experiential program. We have increasingly witnessed growing interest from our customers and prospects in Tier II and Tier III markets to own a luxury marque, and this trend is encouraging for us. Over the years LuxeDrive has become an exciting touchpoint for customers and prospects to interact with the brand and it also gives us an opportunity to reiterate our brand promise to them. The Tier II and III markets have immense potential to grow and become engines of future growth for the industry and initiatives like LuxeDrive are instrumental in taking the brand to these markets. This is the 5th edition of the Luxe Drive Live in India with Gourmet, Music and Adrenaline used as key pillars to strengthen our brand reach and provide our customers with an immersive experience. We are extremely happy with the response we have received over the years and intend to provide an unforgettable experience this year as well.”
Adrenaline: Adrenaline as a pillar is fabricated to give a holistic product and brand experience to our prospective customers. With this key principle, Luxe Drive Live 2019 enhances the drive experience by adding more thrilling off-road track. To increase the drive experience and product exposure for all our SUVs, Mercedes-Benz also has a specially designed self-drive zone with extended drive duration dedicated to experience
Self-Drive experience of entry level Mercedes-Benz like CLA and GLA
- Self-Drive experience on a specially designed off-road track for GLA, GLC & GLE 250
- Demonstration of GLE 350 & GLS
- Pre-safe demonstration in the C-Class and E- Class
- S-Class Autonomous Drive
- Innovative car displays consisting of a range of the new product launches and brand shapers
Luxe Drive Live & MTV Sessions: Music is a high attention grabber and is capable of influencing reach in the country. Keeping this in mind, Mercedes-Benz created an extra pillar for this extravagant gathering to provide participants an electrifying experience and a memorable weekend. As an industry first initiative, Mercedes-Benz India has associated with MTV for MTV sessions – a series of live music gigs that showcase the work of today’s hot acts and presenting some of the supremely talented artists and prominent bands.
Gourmet: Gourmet has been the most successf ul engagement pillar for Luxe Drive over the years as it presents a perfect blend of luxury and lifestyle. Mercedes-Benz continues its association with Chef Ranveer Brar for the initiative and he will personally travel to all locations, plating a unique gastronomical experience on both the days of the event. He will be engaging the Participants with a new and exclusive workshop on Gourmet and food Photography. Celebrity Chef Ranveer Brar will also introduce the ‘Industry first’ LuxeDrive Culinary Academy to bring in more exclusivity to the gourmet pillar. The entry into the Academy would be possible through participation on Social Media contests. The winner from the contest will get an exclusive hamper while all other participants will receive certificates.
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