Creating an encounter rather than purely presenting vehicles: Mercedes-Benz is pressing forward with its dialogue-based and experiential brand presence at trade fairs. At the IAA MOBILITY from 7 to 12 September 2021 in Munich, the luxury automotive brand is taking advantage of all the opportunities offered by the new format of the International Motor Show (IAA).
With a diverse array of themed experiences in the city centre, on the Blue Lane and at the exhibition centre, the car manufacturer is making its transition towards a zero-emissions, sustainable and digital future emotionally tangible. The central message is “Lead in Electric”. Mercedes-Benz is showcasing the entire breadth of its current and future electric mobility portfolio. Seven out of ten premieres are purely electric models. This clearly shows how electrification is gaining further momentum across all brands.
In Munich, we are creating communal spaces where people can interact. We’re generating an all-encompassing and contemporary brand experience, and offering innovative, sustainable and digital solutions and services for the mobility of tomorrow.
Bettina Fetzer, Vice President Communications & Marketing Mercedes-Benz AG
“The concept of the IAA MOBILITY 2021 draws on aspects of our appearances at the IAA 2017 and 2019 in Frankfurt, where we addressed new target groups with a dialogue-based and experiential format and focused on topics of social relevance. We therefore welcome the new IAA Mobility format,” she added.
For Mercedes-Benz, trade fairs are an efficient marketing instrument, because they allow many people to come into contact with the brand in a short period of time. Visitors can experience products and services as well as speak directly to experts. At the IAA 2019, for example, more than 561,000 people came to the Mercedes-Benz stand over two weeks.
However, customer needs are changing. In light of this, it’s important to Mercedes-Benz to continue developing the trade-fair format in keeping with the zeitgeist and current issues facing society. The new IAA concept achieves this with its clear focus on sustainability and future mobility, as well as its variety of presentation options with Open Space, Blue Lane and Summit.
“Lead in Electric” – electric diversity with the star
Mercedes-Benz is showcasing the entire range of its electromobility portfolio at Odeonsplatz – from the compact model to the performance luxury saloon and the MPV. These include seven new vehicles: EQB 350 4MATIC, EQE 350, EQS 53 4MATIC+, Concept Mercedes-Maybach EQS, Concept Mercedes-Benz EQG, Concept EQT and smart Concept #1.
And then come the current Mercedes-EQ models EQA 250, EQC 400 4MATIC, EQS 580 4MATIC, and smart EQ fortwo coupé.
Visitors will find additional exhibits on driveline technology (EQS powertrain), the distinctive Mercedes-EQ design and convenient charging solutions. The design of this area is inspired by bionics and thus alludes to the close relationship between nature and technology. The second area is home to vehicles from the Mercedes-Maybach, Mercedes-AMG and smart brands.
#MBIAA21 – experience all innovations and events digitally
Mercedes-Benz is providing comprehensive information on all new products, topics and events throughout the IAA on the website mercedes-benz.com and under the hashtag #MBIAA21. In addition, the luxury car maker is also represented in the VDA’s IAA app. Anyone with an IAA ticket can book their test drives on the Blue Lane via this app. For everyone else and for spontaneous test drives, booking is also possible directly at the test car stations.
Another digital offering is the in-location app “EXOS Odeonsplatz”. It offers in-depth information on Mercedes-Benz at the Open Space and Summit as well as on a wide range of marketing topics. Thus, it makes the brand presence tangible even for people who cannot be in Munich. For visitors on-site, the app expands various touchpoints at the Open Space with exclusive digital content.
The EQE: the new business avant-garde
The EQE features a sporty ‘purpose design’ with all the characteristic elements of Mercedes-EQ, one-bow lines and cab-forward design. Sensual Purity is reflected in generously modelled surfaces, reduced joints and seamless transitions (seamless design). The overhangs and the front end are kept short, the rear provides the dynamic accent with a sharp rear spoiler. Flush with the outer edge of the body, the 19- to 21-inch wheels, together with a pronounced muscular shoulder section, give the EQE an athletic character.
The EQE is more compact than the EQS and has a wheelbase that is 90 millimetres shorter, at 3120 millimetres. In terms of external dimensions, it is comparable to the CLS. Like the latter, it has no tailgate but a fixed rear window and a boot lid. The interior dimensions even clearly exceed those of today’s E-Class (213 model series), e.g. the shoulder room in the front (plus 27 mm) or the interior length (plus 80 mm). The seating position is higher/more confident (+ 65 mm). The boot capacity is 430 litres.
The battery has a usable energy content of 90 kWh, and the range of up to 660 km1 according to WLTP is absolutely suitable for touring. The model range will include two variants at market launch: den EQE 350 (power consumption acc. to WLTP: 19.3-15.7 kWh/100 km; CO2 emissions: 0 g/km)1 with 215 kW, as well as a second model. Performance variants with around 500 kW are being planned.
Mercedes-Maybach EQS
With the Concept EQS, Mercedes-Maybach is providing a clear preview of the first fully electric series-production model for the tradition-steeped luxury brand. The SUV concept vehicle is based on the modular architecture for luxury- and executive-class electric vehicles from Mercedes-Benz and takes the exclusivity of Maybach into a locally emission-free future.
The near-production one-off shows identifying features that are characteristic of Maybach – such as the elaborate two-tone paint finish – but with its innovative drive technology, also takes a step towards a significantly more progressive way of presenting the brand.
In the interior, the rear becomes a comfortable place to work or rest thanks to Executive seats and the Chauffeur Package. Added to this are exclusive details such as the new door panels, the armrests of which are designed like high-quality sideboards. There are also trim elements in white piano lacquer and materials in deep-sea blue, which create a feel-good atmosphere on board as if on an elegant yacht.
“The Concept Mercedes-Maybach EQS fulfils all these points and embodies sophisticated luxury in a more progressive way: the all-electric powertrain not only makes consistently sustainable mobility possible, but also enables a new level of calm and relaxation for passengers,” said Britta Seeger, Member of the Board of Management of Daimler AG and Mercedes-Benz AG.
The new Mercedes-AMG EQS 53 4MATIC+ with all-electric drive system
With the new EQS 53 4MATIC+ (combined WLTP power consumption: 23.9-21.5 kWh/100 km; combined WLTP CO2 emissions: 0 g/km)1 Mercedes-AMG is embarking on the all-electric future of Driving Performance. The first battery-electric AMG production model is based on the Mercedes EQ architecture for luxury and executive-class vehicles.
It thus fits seamlessly into the Group-wide electric strategy. The luxury saloon with an output of up to 560 kW has been newly developed or refined in Affalterbach in all performance-related areas. It impresses with brand-specific features wherever the customer can experience them directly: from the technology to the exterior/interior design and the emotive vehicle sound.
The powerful electric powertrain with one motor each at the front and rear axles has fully-variable AMG Performance 4MATIC+ all-wheel drive, which optimally transmits the drive power to the asphalt in all driving conditions. The basic version achieves a maximum total output of 484 kW (658 hp), with a maximum motor torque of 950 Nm. With the AMG DYNAMIC PLUS package, which is available as an option, the maximum output increases to up to 560 kW (761 hp) in RACE START mode with boost function. The maximum motor torque is then up to 1020 Nm.
In this case the new Mercedes-AMG EQS 53 4MATIC+ accelerates from 0-100 km/h in 3.4 seconds with a battery charge level of at least 80 percent. The top speed is limited to 250 km/h with the optional package. In the basic version the AMG EQS accelerates from 0-100 km/h in 3.8 seconds (minimum 80% battery charge). Its maximum speed is limited to 220 km/h.
Mercedes-AMG: With E PERFORMANCE
The first performance hybrid from Mercedes-AMG is entering series production and draws on technologies from Formula 1. The concept includes a distinctive drive layout with electric motor and battery on the rear axle as well as a high-performance battery developed in-house. The Mercedes-AMG GT 63 S E PERFORMANCE combines superior performance and impressive driving dynamics with maximum efficiency thanks to its special powertrain.
The E PERFORMANCE model thus transfers the DNA of AMG Driving Performance into the electrified future. The combination of 4.0-litre V8 biturbo engine and electric motor generates a system output of 620 kW (843 hp) and a maximum system torque of more than 1,400 Nm. The electric drive’s immediate response at the rear axle, rapid torque build-up and improved weight distribution make for a new, highly dynamic driving experience.
As in Formula 1, the battery is specifically designed for fast power delivery and draw. The electric range of 12 kilometres allows a practical operating radius, for example in the city or in residential areas. Mercedes-AMG is breaking new ground in communication on electrification together with brand ambassador will.i.am: The world-famous musician and multiple Grammy Award winner is the protagonist of the marketing campaign “Everything but quiet”. He not only contributed to the concept, but also wrote an exclusive song for the release video.
