The Mercedes-Benz Driving Academy, as it will be called, is a "research-based approach designed to improve the effectiveness of time spent in the classroom, online, and behind-the-wheel," the company says.
The company says it is doing to because traditional drivers ed classes don't cut it. "Despite the dramatic changes in vehicles, highways, and the driving environment over the past 60 years, driver education remains relatively unchanged in the U.S.," said Alexander Hobbach, Senior Manager, Daimler AG, in a release. "The skills required to simply get a license do not fully prepare young drivers to meet the demands of the road." It also doesn't predispose them to Mercedes-Benz.
The company launched the first such academy in the U.K. in 2009 and says 4,500 people have enrolled. A website for the program says it also has it in Germany and the Netherlands. The UK site says that the Academy will offer a reimbursement of 500 British Pounds toward the purchase of a Mercedes-Benz vehicle upon completion of the class. "Daddy, is Lamborghini giving driving lessons?"