• Brandweek, Tuesday, July 17, 2007 10:30 AM

Mercedes-Benz is launching its 2008 C-Class sedan with ride-and-drive event in 11 markets next month that it hopes will rope in younger buyers. Mercedes considers the C-Class a "feeder vehicle" that will help develop loyalty in the brand.

Invitations to the events are being made via a direct mailing and an e-mail blast to 200,000 prospective customers. Recipients are directed to a Web site where they can register to attend the free drives. The roster of cities includes the opening Aug. 4 weekend in San Francisco, Atlanta, Chicago, Dallas, Houston, New York and Washington, D.C.

The invited prospect demographic breaks down to 80% of people who have shown an interest in Mercedes and 20% current owners. Age range is 30-45, gender split 50-50 with an average household income of $110,000. The C-Class has a starting price of around $31,000. At each drive venue, attendees receive a custom music soundtrack mixed by on-air talent from Sirius Satellite Radio.

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