Luxury carmaker Mercedes-Benz India unveiled ‘Luxe Drive Live 2019’, one of the most recognised experiential drive platforms, in Kolkata.
The fifth edition of this unique experiential drive camp was based on three exciting pillars — Adrenaline, Gourmet and Music — and offered a holistic brand experience. The fun-filled evening provided both existing and potential customers a never-before opportunity to test-drive an impressive range of Mercedes-Benz cars, enjoy live musical performances with MTV, and savour the culinary delights of celebrity chef Ranveer Brar.
Mr. Martin Schwenk, Managing Director and CEO, Mercedes-Benz India, said, “We see immense potential in the east and Kolkata is one of the key hubs to drive growth across the region. It gives me immense pleasure to reach out to our customers and prospects in these cities through this medium. We recently conducted a Luxe Drive Live event in Guwahati and inaugurated a new dealership in Cuttack. As we celebrate 25 years in India with our brand motto ‘Best Never Rest’, we bring a lot of excitement to our unique experiential programme, Luxe Drive Live 2019. As part of the celebrations, 25 special attendees will have an opportunity to win Mercedes-Benz merchandise in a special contest at the venue. The fifth edition of Luxe Drive Live in India, with Adrenaline, Gourmet and Music as the key pillars, will help us strengthen our brand reach and provide our customers with an immersive experience.”
The three pillars of experience are:
Adrenaline: Adrenaline is designed 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 a 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.
· Self-drive experience of new-generation Mercedes-Benz cars such as CLA and GLA
· Self-drive experience on a specially designed off-road track for GLA, GLC and GLE 250
· Demonstration of GLE 350 and GLS
· Pre-safe demonstration in the C-Class and E- Class
· Innovative car displays comprising a range of new product launches and brand shapers
Gourmet: Gourmet has been the most successful engagement pillar for Luxe Drive over the years, as it presents a perfect blend of luxury and lifestyle. Mercedes-Benz continues its association with celebrity chef Ranveer Brar who will travel to all the Luxe Drive Live events and cook up a delectable spread of dishes. He will conduct an exclusive workshop on gourmet and food photography. Chef Brar will also introduce the industry-first Luxe Drive Culinary Academy to bring in more exclusivity to the gourmet pillar. Entry to the Academy is through participation in social media contests and the winner will get an exclusive hamper, while all other participants will receive certificates.