2010 Mercedes Benz E-Klasse Launched in the US
"In a tough market, the strength of the Mercedes-Benz brand - rooted in timeless design, craftsmanship and innovation - has enabled us to outperform both the market and the luxury segment," Stephen Cannon, Mercedes Benz US (MBUSA) said at the launch. "We're excited for a big launch of the ninth generation E-Klasse - the heart and soul of our brand."
The new E-Klasse will be available in the US at a starting price of $48,600. The line-up Mercedes has prepared for the US market is comprised of the E350 and E550, in both coupe and sedan versions.
Standard features on the new E-Klasse include Attention Assist, Pre-Safe, Brake Assist, Distronic Plus with Pre-Safe Brake, Parktronic with parking guidance and Adaptive High Beam Assist.
As for the marketing campaign, MBUSA have spared no cent. It includes a six-week television flight, including early morning news, prime-time, MLB, PGA and cable programming which runs through July. Following this, a new campaign begins in September and October on prime-time premieres and into the start of the NFL and college football seasons.
And this only for TV. Print executions will also be created, in collaboration with Merkley+Partners and Razorfish. The print campaign includes 117 insertions running in 28 titles, the majority of them running from August to October.