An Invitation

DIAMOND JUBILEE THE MERCEDES-BENZ CLUB

CELEBRATING 60 YEARS OF THE MARQUE, EXCELLENCE AND STYLE CELEBRATING 60 YEARS OF THE MARQUE, EXCELLENCE AND STYLE

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Contact: T +44 (0)20 7659 2730 M 07703 459 494 (out of hours) E [email protected] Contact: T +44 (0)20 7659 2730 M 07703 459 494 (out of hours) E [email protected] CELEBRATING 60 YEARS OF THE MARQUE, EXCELLENCE AND STYLE

THE MARQUE Mercedes-Benz is one of the most well-known, highly sought-after and established automotive brands in the world. Continuing to excel within the automotive industry, it is the number-one premium brand in Germany, seeing sales rise, overall, by 15 per cent in 2010 and more than doubling in China. Additionally, it comes as no surprise that the S-Class is the worldwide market leader in the premium segment, crowned Best Luxury Car 2010 in the What Car? Car of the Year Awards.

Boasting an unparalleled heritage that changed the direction of motoring, it is the world’s oldest automotive brand still in existence today, tracing its origins to 1886, when Karl Benz filed a patent for his ‘motor-wagen’ – the world’s first petrol-powered car.

At the same time, Gottleib Daimler, together with his collaborator, engineer Wilhelm Maybach, were independently working on making the internal combustion engine more powerful and reliable and installing it in a ‘horseless carriage’. Both went on to make some of the most successful early cars in the world as well as supplying engines to many other pioneers.

Daimler began producing cars under the Mercedes name – taken from the daughter of his most influential customer, Emil Jellinek. Benz cars tended to be more conservative in style, although the ‘Blitzen’ Benz achieved considerable racing and early record-setting success. But it was Mercedes that earned a reputation for excellence in early Grand Prix and the famous Gordon Bennett Cup races.

By the 1920s, the prevailing economic conditions made business hard for both companies, despite the success of the Mercedes S, SS and SSK models (designed by Ferdinand Porsche). In 1926 they merged to form Daimler-Benz, and the new company’s cars were badged Mercedes-Benz.

During the 1930s, the unforgettable 500K and 540K supercharged cars were produced, alongside a range of less dramatic but important cars and commercial vehicles – with innovations including the first diesel production car, independent suspension and a host of others.

In motorsports, it was the immortal Silver Arrows, Mercedes and Auto Union Grand Prix cars that dominated the racing tracks in the 1930s and 1940s. A heady mix of design and engineering genius, true racing pedigree and extreme rarity makes these vehicles the holy grail for classic car collectors.

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Following the Second World War, production of the pre-war 170 model resumed, and by 1954, Mercedes-Benz was not only winning Grand Prix and sports car races again, but it had created the epitome of style and glamour – the iconic 300SL Gullwing.

Throughout the 1950s, 60s, 70s and 80s, Mercedes-Benz road cars became the industry’s benchmark for quality and led the move for greater safety with the introduction of the safety passenger cell, crumple zones, seat belts, ABS and airbags.

Although, during this time, Mercedes-Benz took part in rallies, it was in the 1980s that it returned to frontline competition with the Sauber Group C cars and then Formula One in the 1990s with McLaren.

MANUFACTURING SKILL As Mercedes-Benz’s in-house performance-tuning division, AMG specialises in high-performance versions of most Mercedes- Benz cars. AMG engines are all hand-built and each completed engine receives a tag with the signature of the engineer who built it. AMG has been wholly owned by Mercedes-Benz since 1999. Receiving recognition for its ingenuity at the 2009 IAA in Frank- furt, Germany, Mercedes officially introduced the SLS AMG, a revival of the 300SL Gullwing, built solely by AMG.

Mercedes-Benz is also one of the world’s largest manufacturers of trucks, buses and vans, as well as a small range of exceptionally crafted bicycles.

Today, the organisation has many manufacturing and assembly plants across the world – including its most recent one in China. Among its most impressive is Sindelfingen, an award-winning plant in Germany. Within its 48,000 employees, there are 7,000 engineers and technicians who design, program, and maintain the plant and assembly systems. Development and maintenance of the robotics, in particular, requires highly skilled information technology experts and cybernetic systems engineers.

Contact: T +44 (0)20 7659 2730 M 07703 459 494 (out of hours) E [email protected] CELEBRATING 60 YEARS OF THE MARQUE, EXCELLENCE AND STYLE

THE MUSEUM The Mercedes-Benz Museum in Stuttgart is a gleaming metallic structure with graceful curves and tinted glass, located next to a flyover leading to the city centre. Equally as impressive as the building, is the fantastic collection of Mercedes-Benz cars – the most extensive in the world – as well as the world’s first petrol-engine fire truck, developed by Benz in 1892, and the first bus adapted by breweries to carry barrels.

On display in the museum’s side rooms are early lorries, police cars, Formula One racing cars, vans, taxis and even a Popemobile, created for Pope John Paul II in 1980. Every year, some 650,000 visitors have passed through the doors of the Mercedes-Benz museum to enjoy the vehicles, cuisine, culture and sheer spectacle.

SUSTAINABILITY With sustainability a priority, at the 2007 Frankfurt motor show, Mercedes-Benz showed seven hybrid models, including the F700 concept car, which combined hybrid drive with the innovative DiesOtto engine.

2009 saw the launch of the Mercedes-Benz BlueZERO cars – the first production automotive hybrid in the world to use a lithium- ion battery – and today, Mercedes-Benz and Smart are preparing for the widespread uptake of electric vehicles (EVs) in the UK by beginning the installation of Elektrobay recharging points across dealer networks.

In mid-2010, production commenced on the high performance Vito E-Cell all-electric van and as part of Mercedes-Benz ongoing efforts to achieve sustainable mobility, it has already developed the smart fortwo electric drive and the B-Class F-Cell, with hydrogen as its power source.

Now joined by the A-Class E-Cell, this new vehicle produces zero local emissions and has a range of more than 125 mph when fully charged. Peak output is 95 hp (75 kW). Power is supplied by two high-performance lithium-ion batteries, chosen for their outstanding efficiency, compact dimensions and long service life. As for charging the A-Class E-Cell, this can be done using a domestic power socket or at public charging points and the vehicle offers excellent torque with a maximum speed of 93 mph.

In addition, developed as part of AMG Performance 2015 – the Mercedes-Benz SLS AMG E-CELL, with its iconic Gullwing design and awesome performance, showcases some of Mercedes-AMG’s most-advanced automotive technology. An electric drive version of the Gullwing that boasts fully-fledged supercar power yet produces zero emissions, this vehicle delivers a power output of 533 hp and 880 Nm of torque and accelerates from 0–62 in just four seconds. At 3.8 seconds, its petrol-powered production counterpart is only marginally quicker.

Desiring more than just energy output, Mercedes-Benz is also supporting a unique sustainability project; taking to the seas, the PANGAEA expedition is a journey that will last a total of four years and span five continents, including the North and South Poles. Leader of the expedition, explorer Mike Horn, and a diverse team of 144 young people will sail the PANGAEA – the largest polar exploration sail boat ever built – to various destinations, partaking in a myriad of projects aimed at improving environmental conditions, both locally and globally, and providing outstanding educational opportunities for those taking part.

RACING With one of the longest-running associations with Grand Prix racing of any automobile manufacturer, Mercedes-Benz enjoys an enviable legacy in motorsports, having taken part in the very first car race in 1894 between Paris and Rouen in France.

As cars became progressively more powerful and tracks were created, a new weight formula for Grand Prix racing was brought into force, which led to the legendary Silver Arrows race to the new formula at the Nurburgring in 1934.

After an exit from Formula One, Mercedes returned to supply engines for Sauber in 1994, and the following year saw the company join forces with McLaren. Never a company to do anything by half, the Mercedes-powered McLarens gradually became the class of the field, eventually taking Mika Hakkinen to his two drivers’ titles.

The collaboration proved successful with Lewis Hamilton’s win in 2008 leading to a new chapter in Mercedes’ involvement with Formula One when it agreed to supply engines to Force India and Brawn, as well as McLaren. Almost immediately, the dominance of the Brawn package became apparent, and by the time of the finale inAbu Dhabi the team had taken eight wins and both titles.

Within a month, Mercedes had announced it would sell back its 40 per cent shareholding in McLaren, take over Brawn for the 2010 season and rebrand the team Mercedes GP. With Mercedes’ pedigree and Brawn’s own inimitable talent pool at its disposal, the team hired seven-time world champion Michael Schumacher.

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INNOVATION Renowned for its innovation and technical prowess, Mercedes-Benz has pioneered numerous technical, automotive and safety systems, including Pre-Safe – a system that will detect an imminent crash, which prepares the car’s safety systems to respond optimally. It also calculates the optimal braking force required to avoid an accident in emergency situations, and makes it immediately available for when the driver depresses the brake pedal. Occupants are also prepared by tightening of the seat belt, closing the sunroof and windows, and moving the seats into the optimal position.

In the What Car? prestigious annual Car of the Year awards, Mercedes-Benz scooped the Safety Award for its innovative Attention Assist system. Fitted as standard to the E-Class range, Attention Assist works by continuously analysing the vehicle’s behaviour and steering movements to warn the driver when typical signs of drowsiness are detected, enhancing driving safety.

In the 1980s, Mercedes built the world’s first robot car, together with the team of Professor Ernst Dickmanns at Bundeswehr Universität München. Funded to the tune of nearly 800 million Euros, the European Union’s EUREKA programme initiated the Prometheus Project on autonomous vehicles. A culmination point was achieved in 1995, when Dickmanns’ re-engineered autonomous S-Class Mercedes took a long trip from Munich in Bavaria to Copenhagen in Denmark, and back. On highways, the robot achieved speeds exceeding 175 kilometres per hour (109 mph). The car’s abilities have heavily influenced robot car research and funding decisions worldwide.

BRAND SYNERGY With a history of partnering with exclusive brands and events, Mercedes-AMG GmbH has recently announced plans to work with legendary Italian motorcycle manufacturer Ducati. Based in Bologna, Ducati has a proud racing heritage and is known for its iconic, high-performance models such as the Monster and new Diavel.

Other well-documented associations include Bang & Olufsen, the worldwide provider of exclusive, high-quality audio and video products, which has an agreement with Mercedes-AMG to produce a unique and unparalleled sound system.

Contact: T +44 (0)20 7659 2730 M 07703 459 494 (out of hours) E [email protected] CELEBRATING 60 YEARS OF THE MARQUE, EXCELLENCE AND STYLE

FASHION, LUXURY AND STYLE Smooth style and exquisite design are central to Mercedes-Benz as a champion of style and design industries, worldwide. With fashion ambassadors such as Naomi Campbell and Eva Padberg, the company‘s ongoing association with Fashion Week worldwide and Mercedes-Benz Fashion Week Swim in Miami, has firmly established itself in the international fashion calendar.

For many fashion labels, Mercedes-Benz Fashion Week is a springboard for future success which attracts plenty of media coverage. It also features the Designers for Tomorrow Award, which rewards the best young talent as they begin to make a name for themselves in the fashion world.

Attracting the world’s most sought-after fashion photographers such as Craig McDean and Michelangelo di Battista, and supermodels Julia Stegner and Karolina Kurkova, the Mercedes-Benz brand has become synonymous with style and elegance.

Mercedes-Benz also sponsors the elite Pebble Beach Concours d’Elegance, the world’s premier celebration of the automobile. Only the most beautiful and rare automobiles are invited to appear on the famed 18th fairway of Pebble Beach Golf Links each year, and connoisseurs of art and technology congregate to see them.

SPORT Performance is just one of the elements that unites Mercedes-Benz and sport, whether it be football, golf, riding, sailing, biking or tennis. Mercedes-Benz sponsors the 2010 Mercedes Trophy golfing tournament, The Masters and PGA Championship, which regularly see names such as Tiger Woods, Phil Mickelson and Ernie Els competing. It had also been the main sponsor of the US open and ATP Tour Tennis Tournaments since 1996.

Mercedes-Benz’ extensive involvement in the German Football Association (DFB) includes working with children and young people who receive support through sport and joint social projects. Mercedes-Benz also helped to initiate the Laureus Sport for Good Foundation, which uses sport to tackle global social challenges.

Equestrian sport also represents high performance and Mercedes-Benz has been shaping the face of key riding events such as CHIO Aachen, the world equestrian festival, for years.

Following the 2006 Winter Games in Turin, Mercedes-Benz supported the German Olympic team at the Summer Games in Beijing in 2008 as an official Olympics partner for Germany through its partnership with the German Olympic Sports Confederation (DOSB).

CLUB At the heart of the marque is the UK Mercedes-Benz Club. Formed in 1952, it is the oldest, most distinguished Mercedes-Benz Club in the world, with more than 10,000 members. It is the only UK club to have an official affiliation with the Mercedes-Benz brand and is proud to carry the company’s distinctive badge.

The Club, whose members enjoy the full range of models, both past and present, is split into 28 regions, each with its own Regional Officer. Members participate in a continuous programme of social, technical and driving events, including national events such as the annual Technical Forum, the National Concours and the SL Rally.

With a regular presence at the Le Mans Classic and Goodwood Festival of Speed, the Club also organises international rallies, reaching as far afield as Australia, and receives invitations from its fellow Mercedes-Benz clubs around the world.

More than 76 clubs have been formed worldwide with an approximate global membership of 80,000. The Mercedes-Benz Club of America alone contains a total of 84 sections (local clubs) in the USA and Canada, with around 20,000 members.

In 2011, the Mercedes-Benz Club will be staging a Berlin rally in association with the Mercedes-Benz Museum’s celebration of 125 Years of the Automobile. Held in co-operation with all the official Mercedes-Benz brand clubs, the event will take place at the Berlin- Tempelhof airport.

Recent sales by high-profile owners have included the automobiles of Elvis Presley and Kylie Minogue. Other notable owners famously include Ralph Lauren and former Canadian Prime Minister Pierre Elliott Trudeau, both of whom posess the coveted Mercedes-Benz 300 SL ‘Gullwing’ Coupe.

Contact: T +44 (0)20 7659 2730 M 07703 459 494 (out of hours) E [email protected] CELEBRATING 60 YEARS OF THE MARQUE, EXCELLENCE AND STYLE

THE CAMPAIGN Commemorating its Diamond Jubilee in 2012, the Mercedes-Benz Club is delighted to have instructed global communications company Prior & Partners to implement a year-long multi-platform campaign commemorating 60 years of the Club, through a celebration of excellence, looking at the very best in design, innovation, fashion and style.

This important campaign will be launched with an extremely high-quality commemorative book, set alongside one of Britain’s most important automotive events in the social calendar: the Festival of Speed.

Chronicling the heritage of the Club and highlighting key developments within the history of the Mercedes-Benz marque and brand, this prestigious publication will act as a celebration of best of breed and be presented as a gift from the Mercedes-Benz Club to its members all over the world. Encapsulating the adventurous spirit of the brand and the marque’s owners, the project will encompass a multimedia campaign and an extensive e-communications programme.

AN INVITATION Inclusion in this campaign is by invitation only. Reflecting its wide-reaching membership of high-net-worth individuals, the official anniversary book will offer those selected a unique opportunity to showcase their commitment to style and excellence.

With a targeted audience of the world’s top 15 per cent high-net-worth individuals, the initiative allows organisations to participate in a multimedia campaign highlighting their services, products and areas of innovation, and illustrating how they have raised the bar and promote excellence.

PUBLICATION Produced as a luxurious collectors’ book, this publication will mark an important milestone in the heritage of the Club and the Mercedes-Benz marque, with a specially commissioned celebratory emblem displayed on the dust jacket, incorporating gold metallic foil blocking.

The hardback book will be printed using a four-colour process. Binding will be sewn-style, rounded and backed in order to ensure the flat opening of the book. Beautifully designed, the book will contain striking, specially commissioned photography of the highest standard taken by some of the world’s most distinguished photographers, as well as unique archive material.

Contact: T +44 (0)20 7659 2730 M 07703 459 494 (out of hours) E [email protected] CELEBRATING 60 YEARS OF THE MARQUE, EXCELLENCE AND STYLE

THE BOOK 30,000 copies of the official souvenir publication will be printed. Inclusion takes the form of a two-page or four-page editorial feature written by an industry-specific journalist, appointed to work with companies to produce copy of the highest standard, along with an image editor and award-winning design team to ensure a beautifully presented article is created.

Organisations will be able to have full approval of their feature before going to press and, following publication, copyright of the article will be given to each individual organisation together with artwork and a PDF of the finished piece for individual use and marketing.

E-BOOK 70,000 copies of an electronic version of the book will be produced and sent to individuals on a named basis to maximise the reach of this publication on an international scale.

THE WEBSITE Forming a major part of the campaign, a designated space on the Mercedes-Benz Club website will contain an electronic version of the book providing direct links to the websites of those organisations featured in order to facilitate further marketing opportunities.

FILM A select few leaders in their field will be able to conduct a talking-head interview on the website, featuring their president, chairman or CEO discussing their vision for the future.

PHONE APP Working in association with Apple, a phone app for this publication will be produced, making its resources available at the touch of a button at any time, anywhere in the world.

DISTRIBUTION This campaign is precisely targeted at an international audience comprising 15 per cent of the world’s high-net-worth individuals whose interests include the arts and culture, superior design, travel, fashion, leisure, the world’s finest bars, hotels, golf courses, clubs, casinos and stores, as well as the very latest supercars, yachts, jets and motorbikes, and the ultimate in international sporting events, fine cuisine, tailoring, watches and jewellery.

Distribution will encompass the following:

• Mercedes-Benz Club Members worldwide (circa 80,000) • Mercedes-Benz dealerships worldwide • FTSE 350 • World stock exchanges • Forbes list of billionaires • CEOs of the Forbes Global 2,000 • Celebrities • Leading sports men and women • Visitors to the Goodwood Festival of Speed • Leading golf, tennis, yachting and country clubs • Exhibition areas at Fashion Weeks worldwide • Universities offering design, engineering and IT courses • Colleges offering car manufacturing courses

Contact: T +44 (0)20 7659 2730 M 07703 459 494 (out of hours) E [email protected] CELEBRATING 60 YEARS OF THE MARQUE, EXCELLENCE AND STYLE

FOR YOUR CONSIDERATION Prior & Partners would like to invite you to take part in this project, and offer:

A dedicated project co-ordinator to ensure the smooth running of the project from start to finish. A two- or four-page editorial feature in the book written by an industry specific journalist with quotations from key people within your organisation. The services of an image editor and award-winning design team to produce an eye-catching, fully illustrated, colour presentation. Full approval of your feature prior to going to press. Copyright to your feature. An electronic version of your feature and the whole book for your own marketing purposes. A dedicated website with an electronic version of the book and commentary from leading organisations. Links from the website to your own website. Four copies of the book (more available at cost). Two tickets to a high-profile launch and networking event.

Bookings for this project are currently being taken. To register your participation, confirmation should be made at your earliest convenience. Your project manager can be contacted via the direct number on the accompanying email or through our switchboard on +44 (0)20 7659 2730.

Prior & Partners is a global communications company founded by the entrepreneur James Caan and Annie Prior. For business enquiries please contact Annie Prior, CEO, on +44 (0)20 7659 2743.

Contact: T +44 (0)20 7659 2730 M 07703 459 494 (out of hours) E [email protected] Contact: T +44 (0)20 7659 2730 M 07703 459 494 (out of hours) E [email protected]