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Mercedes-Benz Dealers Infatuated; 'Fall in Love' Launch Campaign to Begin Mid-September

2 September 1997

Mercedes-Benz Dealers Infatuated; 'Fall in Love' Launch Campaign to Begin Mid-September

    MONTVALE, N.J., Aug. 29 -- Mercedes-Benz dealers nationwide
are gearing up for the largest retail sales initiative in the company's
111-year history.  The initiative, called "Fall in Love" -- which begins on
September 20th -- will include the unveiling of the Mercedes-Benz of North
America's 1998 model line and a variety of special events at over
300 dealerships throughout the country.  Events will include safety and car
care clinics and test drives of the new 1998 Mercedes-Benz vehicles.
    Arriving in Mercedes-Benz showrooms soon will be the new-for-1998 CLK320
Coupe which is powered by a new-generation 3.2 liter V6 engine mated to a
five-speed electronic automatic transmission; the C-Class which receives
extensive exterior and interior styling changes in addition to a new V6 engine
for the C280; and the E320 wagon which combines sedan styling, performance and
handling with increased versatility.  A new optional all-wheel-drive system
for the E320 sedan and wagon will be offered in 1998 along with a variety of
innovative performance, safety and security technologies.  Also unveiled will
be the highly anticipated ML320 all-activity vehicle which, priced at $33,950,
sets new standards for comfort, ride and handling both on-road and off.
    In addition to these vehicles, during "Fall in Love" Mercedes-Benz will
introduce its new Sport Cruiser bicycle which, with its retro styling and
high-tech componentry, is the only on-road bike in its segment to have full
suspension and front disc brakes.
    "We are very excited about the arrival of our long-anticipated 1998 model
line, which includes the all-new M-Class.  We are even more excited about the
kick-off of our 'Fall in Love' initiative which brings to reality the hard
work, dedication and investment of MBNA and the Mercedes-Benz dealer network,"
says Rich Anderman, General Manager of Marketing Communications at MBNA.
"With our dynamic new models, and the quality and value of our vehicles
everyone who stops by our showrooms better beware -- or they too, will 'Fall
in Love'!"
    Mercedes-Benz sold 90,844 vehicles in the United States during 1996
(an 18 percent increase over the previous year) and plans to break 100,000 in
annual sales volume this year for the first time in its history.

SOURCE  Mercedes-Benz of North America, Inc.