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Mercedes-Benz USA Offers Clients a Unique Driving Experience

21 March 2000

Mercedes-Benz USA Offers Clients a Unique Driving Experience; Ten-City Tour of Ride and Drive Events

    MONTVALE, N.J., March 20 Mercedes-Benz USA kicked off its
ten city-tour of ride and drive events for the model year 2000 M-Class in Los
Angeles March 3, welcoming over 1,000 enthusiastic participants who
experienced a multitude of driving "thrills."
    The M-Class power trip provides a hands-on setting for current and
prospective clients to put a Mercedes-Benz M-Class through its paces in a
casual, yet interactive and entertaining way.
    Following Los Angeles, the M-Class Power Trip continues throughout the
spring in markets across the country and concludes in May (see schedule
attached).  Each event, which takes place Friday through Sunday, consists of
three sessions per day, for a total of 1,000 - 2,000 participants per event.
    "Providing a spine-tingling, hands-on, fully interactive event gives
participants the opportunity to experience for themselves the superb
performance and handling of the M-Class line -- the ML320, ML430 and high
performance ML55 AMG," said Ken Enders, vice president of marketing, MBUSA.
"Not only will participants be able to test drive these vehicles on-and-off
road, but they'll be able to compare them to current competitor models."
    Participant response has been overwhelmingly enthusiastic.  "The event was
very impressive.  It's far beyond a test drive, and it really shows the
capabilities of the vehicle.  I'm sold, and I don't even need to test drive
another [M-Class] after this," said Sherri Green, of Marina Del Rey, Calif.
    Larry Davis, a late model Mercedes-Benz coupe owner from Los Angeles had
this to say, "It was awesome.  This was like FAO Schwarz for adults!"
    A multi-faceted direct mail campaign has been utilized to attract and
invite attendees.  Most participants receive traditional mailed invitations,
while some will be invited electronically via e-mail.  Mercedes-Benz retailers
have also been given the opportunity to invite current and prospective
clients.  All invitees are encouraged to register online at an MBUSA password
protected microsite.

    Driving Excitement
    The driving portion of the program has three specially-designed driving
courses, which give participants nearly two hours of drive time.  Course #1,
the Learn & Drive Course, allows participants to take a demonstration drive a
choice of either a ML320, ML430 or ML55 AMG on a track that consists of steep
curves, falling rocks, a winding mountain road, slalom, pop-up obstacles,
sweeping curves and avoidance maneuvers.  The Learn & Drive course also allows
participants to test the ABS braking system and full throttle acceleration.
    On course #2, the Offroad course, participants drive any/all Mercedes-Benz
M-Class vehicles on a track that consists of sweeping curves, avoidance
maneuvers, 4WD soft sand maneuverability, tight curves, whoop-de-doos, a river
rock road, an expansion joint washboard road, a landslide mountain, speed
bumps, U-turns, and a mountain climb.
    The most thrilling course consists of a Hot-Lap Course, which involves
partnering participants with a pro-driver in a high-performance ML55 AMG.  To
capture the thrill, participants are video taped by three "lipstick" cameras,
small-scale video cameras, which are strategically placed inside the SUV to
capture the participants and the driving environment inside the vehicle and on
the course.  Each tape, which also contains information on the ML55 AMG, will
be given as a "take away" to participants.

    Partner Demonstrations
    Inside the Star Pavilion, participants can browse interactive product
demonstrations from various Mercedes-Benz partners such as Bose Radio,
Mercedes-Benz Credit Corp., Mobil Oil, Dunlop Tires and TearDrop Golf (which
is providing on onsite putting green at the event).  Technical information on
the M-Class is provided, as well as hors d'oeuvres and refreshments.  Also on
display, the full 2000 Mercedes-Benz product lineup; an ML320 Starmark vehicle
(the Mercedes-Benz pre-owned program); and a FedEx Series Championship race
car.

    Product Demonstrations
    Running concurrently with the test drives are product demonstrations such
as the Frame Twister, Mercedes Mountain and One Wheel Traction Demonstrations
which show the M-Class's 4WD control over its competitors.  All demonstrations
illustrate the M-Class competitive advantage over such models as the BMW X5,
Lexus RX300 and Toyota Land Cruiser.  According to the attendees, the Hare &
Hound demonstration, a slalom competition between the ML55 AMG and Porsche
Boxter, has been one of the most popular events.
    Mercedes-Benz partnered with AMCI, a full-service automotive marketing
consulting firm and provider of driving events since 1981, to design and
administer the M-Class Power Trip.  AMCI has offices in Los Angeles, San
Diego, New Jersey, Detroit and Rome, Italy.

    M-Class Power Trip Driving Event Schedule:
    San Francisco, March 10 - 12, Alameda Naval Air Station
    San Diego, March 17 - 19, Qualcomm Stadium
    Dallas, March 31 - April 2, Atlanta Motor Speedway
    Miami, April 7 - 9, Gulfstream Park
    Washington, D.C., April 14 - 16, FedEx Field (Formerly Jack Kent Cooke
     Stadium)
    Philadelphia, April 28 - 30, Philadelphia Park
    Chicago, May 5 - 7, Soldier Field
    New York, May 12 - 14, Nassau Coliseum