Drive & Seek – Mercedes takes a page out of BMW and Audi’s playbook

Posted: May 9, 2011 in Mercedes-Benz
Tags: , , , , ,

Mercedes-Benz wants you to notice the new 2012 C-Class Coupé.  It’s here to take on the Audi A5 and the BMW 3-Series Coupé. The marketing department has spent a boatload of euros producing the short film: Drive & Seek.  Mercedes is trying to make it go viral and so far, they are doing a pretty good job – it’s getting quite a few views on YouTube.

2011 Audi A5 2.0 Premium Coupe

2011 BMW 328i Coupe

A few years ago, BMW started producing short-form films by famous directors such as Guy Ritchie’s 2007 short film “Star” featuring his then-wife Madonna and Clive Owen.  If you haven’t seen it, it’s really great:

In 2010,  Audi’s Next Big Thing video series starring Justin Timberlake and Dania Ramirez took these great short films with star power and high production values viral.

2012 Mercedes-Benz C-Class Coupe

2012 Mercedes-Benz C-Class Coupe

2012 Mercedes-Benz C-Class Coupe interior

The first video is a 5 minute prequel to the 9 minute feature.  You’re supposed to think this is the modern version of Charlie’s Angles with insanely hot, talented crime-stopping women dressed in white rubber (so you know they’re good, not bad, right?).  This video highlights all the new features you can find in the new C-Coupé that have trickled down from the lofty heights of the S-Class.

The “full-length” movie is all about the chase and you have to wait for the end to see what’s in the suitcase.

The 2012 C-Class Coupé should go on sale in the US this September. Below is the Mercedes-Benz press release from the 2011 Geneva Auto Show:

February 15 2011

2012 C-Class Coupe

  • In a class of its own: expressive, dramatic coupe design
  • Drive and vigor: two powerful direct-injection engines to choose from
  • Helping hand: numerous assistance systems available
  • Connected: new generation of telematics

The new MY2012 Mercedes-Benz C-Class Coupe will debut at the Geneva Motor Show on March 1 and make its way to U.S. showrooms in September. The 302-hp C350 and 201-hp C250 include the progressive technology featured on the upcoming MY2012 C-Class sedan, but packaged in a coupe design that combines pure driving fun with exemplary efficiency.

“By extending the C-Class portfolio, we are consciously targeting new customers,” says Dr. Joachim Schmidt, Head of Sales and Marketing at Mercedes-Benz Cars. “The new model is youthful, stylish and expressive. What we are offering is an exceptionally sporty way to enter the world of the Mercedes-Benz coupe.”

Dramatic design with classic coupe proportions

From the side, the new coupe captivates the onlooker with its compact proportions, low silhouette (1.5 inches flatter than the sedan) with powerful shoulders and a narrow C-pillar in a classic three-box design. Typical coupe features include the short front overhang, long hood, steeply raked windshield and long, sloping roof. The greenhouse extends far beyond the rear axle to an aggressive short rear end.

While the wedge-shaped, sloping beltline provides a link to the C-Class sedan, its strong upsweep into the C-pillar is an entirely distinctive element. This part of the beltline trim moves sharply upwards to meet the roofline trim and not only adds an aggressive touch to the side windows but also enhances the powerful shoulders.

Front and rear: truly a coupe, truly C-Class

At the front, the new coupe shares the same styling as the latest C-Class sedan and yet still has its own personality. The front view is dominated by the prominent radiator grille surround including the bumper. The center air intake opens upwards, forming a visual base for the radiator grille, which has the double-louvre style typical of a coupe. Two chrome louvers extend on either side of the central star, tapering off at the outer edges and creating an aggressive, arrow-shaped horizontal sweep which gives the front end a pronounced V-shape.

This continues into the side sections which extend from beneath the headlamps and blend into the feature lines along the vehicle´s length, thereby linking the front end with the sides. The side air intakes in the bumper featuring integrated horizontal daytime running lamps are positioned low, giving the coupe a road-hugging appearance. The shape of the clear-lens headlamps creates a dramatic impression, and acts together with the hood, radiator grille and bumper trim to reinforce the pronounced front section.

From the rear, the new C-Class Coupe looks athletically compact. The appearance of length is reduced by the flowing roof beyond the rear axle, steeply raked rear window and fluid C-pillars. A wide groove at the top of the trunk lid, which is based on the side panel, emphasizes the rear’s compactness. Positioning the tail lights as far apart as possible emphasizes width. This particular impression of depth is achieved by a centrally located LED indicator, which appears to float in front of the red upper and lower lights with their more deeply set LEDs. Continuous, horizontal light-catching contours in the bumper further accentuate the broad, deep-set effect. A diffuser towards the bottom of the rear bumper between the tailpipe trim makes the rear end look lighter and gives the vehicle a distinctively sporty and dramatic quality.


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