Mercedes-Benz USA is launching several interactive initiatives to educate consumers about the brand’s first line of electric vehicles, Mercedes-EQ.
Consumers in 20 U.S. cities will be able to test drive the first vehicle from the line, the 2022 EQS sedan, which arrives in the U.S. market later this fall with an MSRP from $102,310.
The luxury automotive brand recently opened the first of three Mercedes-EQ Experience brand centers in New York City, where guests will be able to learn more about the company's commitment to an electric future.
The 30-minute local test drives simultaneously kicked off in Las Vegas and Orange County, California earlier this month and will be held in cities across the nation through early 2022. Consumers can visit www.MercedesEQTestDrive.com to view the full test drive city tour schedule and register.
The intent is to show off the technology, design, functionality, and connectivity of the EQS Sedan, according to the automaker. Each ride will be accompanied by a product specialist who will serve as a right seat passenger.
Attendees will also have access to the Mobile Experience Center, which includes an interactive digital experience educating prospects on the charge and range capabilities of electric vehicles.
Another experiential marketing activation, the Mercedes-EQ Experience, opened on Oct. 11 in the Meatpacking District of New York City. It will remain open through Dec. 1.
An additional Mercedes-EQ experience will open in Santa Monica, from Nov. 15-Dec. 15, with a final center opening in early 2022.
The local initiatives aim to make it easy for consumers to learn about the new Mercedes-EQ family of vehicles, and ultimately, feel comfortable going electric, said Monique Harrison, head of brand at Mercedes-Benz USA.